Application Of Technology Of Data Mining In CRMS

Today, enterprises change gradually from product-oriented mechanism to customer-oriented mechanism, the Customer Relationship Management (CRM) emerges as the times require. CRM manages the customer resource making use of information technology, its core is Customer-oriented. CRM has become one of most effective measures for increasing the customer satisfaction, promoting the relationship of customer, assisting decision-making and promoting the competitive capacity of corporations. And Data Mining is the technology to find out some potential and valuable information and knowledge. In CRM, Data Mining technology can more adequately and accurately utilize the customer data resources, and find out valuable information in them, provide assistance for decision-making management.This paper mainly disserts the application of Data Mining in CRM. While CRM rarely applies to tourism in our country, this paper refers the mature and advanced theory of CRM, and with the combination of the actuality of tourism, focuses on the application of Data Mining in the Tourism Customer Relationship Management System (TCRMS). It brings forth a flexible multi-layer architecture, a network structure, and an operation flow chart of the major parts in TCRMS. Furthermore, This paper analyzes and compares deeply parts of Data Mining technologies in CRM, recommends to choose algorithm according to aim of customer subdivision,data characteristic,strongpoint and shortcoming of data mining algorithm. And using selected C4.5 algorithm of decision tree technology we do exploring research in customer subdivision of Data Mining in TCRMS .And implementing customer keeping with clustering algorithm.