The Study Of Data Mining Technology And Its Application In Pharmaceutical Industry CRM

With further development and improvement of market economy in China, competition among pharmaceutical enterprises is becoming intensive increasingly while managers are gradually realizing the importance of Customers to an enterprise also. How to provide better quality of individualized service to the customer, improve Customer Satisfaction and keep up with & develop the customers with high value have become urgent topics for pharmaceutical enterprises to carry out their business.Combined with the business requirements of one of Suzhou pharmaceutical enterprises and integrated with the business data, specific CRM system is constructed for this company. Besides that, this thesis is analysing customers' data through data mining technology, which provides a platform to analyse customer data. With this platform, senior managers and customer service managers will be provided with functions of assistant decision-making, which can help them to find out potential rules from raveled data and dig out the premium customers so as to help the enterprise to get more benefits.This thesis firstly makes an analysis on the commercial problems that pharmaceutical enterprises must face and makes an analysis on our present structure of data mining system, data mining tools used at home and abroad as well as the actual application conditions in domestic companies. Based on this, this thesis makes a CRM design procedure for pharmaceutical enterprises to analyse such questions as client credit, client prediction, customer contribution degree, product associational degree and so on. Mainly studies on how to apply data mining technology in analyzing CRM for pharmaceutical enterprises, which includes: multidimensional analysis processing of CRM, designing and analyzing customer mining mould for pharmaceutical enterprises, proposing idea to apply Inference Engine in analyzing CRM for pharmaceutical enterprises and carry out positive analysis & verification using actual data accumulated by the enterprises.