Researches On The Application Of CRM In Air Cargo Industry Based On Data Base And Data Mining Technologies

With the development of the air cargo industry, Customer Relationship Management (CRM) has more and more widespread application, which brings about a large amount of customer data. The utilization of the data and the full exploitation of the hidden useful information may be of great value to the operation and decision-making of the airline company. Data mining technology is the best choice for the CRM of the airline company to process customer data because it is proficient in mining useful information from large bases.The author has had research review on the application of the data base and data mining in certain domestic industries. Large amount of information is stored in the data base, but is not effectively analyzed. For instance, in air cargo industry, the ability to produce and collect data by means of information technology is strengthening; the core issue in the researches on the CRM of air cargo industry is how to utilize various kinds of data effectively and develop new markets on the basis of retaining existing customers to improve the core competitiveness of the airline company in our country.The thesis, based on the analysis of the business value generated in the application of data bases and data mining technology in the CRM of air cargo industry, conducts deep studies on the CRM of air cargo industry from four aspects respectively: the construction of the data base, the construction of the application system of data mining, the selection of the implementation way and the analysis of air cargo customer on the basis of OLAP technology.In part one, the thesis introduces the definitions, development status and basic principles of the CRM, data base, and data mining technology and discusses the significance of the application of data mining and data base technologies in CRM.In part two, the thesis profoundly explores the theory and implementation method of constructing data base system on the basis of CRM in air cargo industry and puts forward the definition and application of ETL. The study of the operation of data storage (ODS) is included in the thesis as well.In part three, the thesis demonstrates the customer data model in the CRM data base of the air cargo industry from the aspects of conceptual model design, logic model design and physical model design and puts forward the general framework of the data base system in the air cargo industry.In part four, the thesis studies the application system and implementation method of data mining in the CRM of the airline company, puts forward the implementation method based on interaction cycle and SEMMA and effectively solves the commercial and technology problems in the implementation of data mining in the CRM of the airline company. The Apriori algorithm, improved AprioriTidList algorithm and AprioriTidList algorithm are examined in the thesis, on the basis of which the application flow of the implementation of the improvement in data mining of the airline CRM is analyzed.In the last part, a OLAP technology-based analysis of customer-oriented CRM system is demonstrated, which provides OLAP function for the airline company. Staff can analyze data through multi-dimensional view. The data mining technology based on the construction of the data base and the discovery of the potential relationship among parts of the entire system can provide support for the decision-maker of the company in the decision-making process.