Research On Potential VIP Clients In Retail Industry Based On Data Mining Technology

With China'accession to the WTO and the development of the market economy, China's economic system are becoming more matured, the competition among the retail enterprises are becoming more intensely. Every retail enterprise used all kinds of methods for obtaining more customers. But in the face of the saturation about the growing consumer number of the retail industry, under the current circumstance of no more customers, business-to-VIP customer's awareness is increasing more quickly. In the fierce market competition, there will not be much floating and will not have a lot of ups and downs about the number of consumers of the retail enterprise. That who can absorb more VIP customers which have high consumption and maintain a good communication with them that do our best to meet these VIP customers'require to fulfill their interest and build strong relationships with the VIP customers, when the number of the clients of the retail enterprise are basically unchanged, improving the VIP customers'spending, digging more VIP customers will let the retail enterprise to be able to successes in the fierce competition. According to the survey, enterprises develop and maintain an ordinary customer get the most profit is one-twentieth to thirtieth of maintaining and developing a VIP customer. In this paper, according to retail enterprise's spending data of previous customers to mining more VIP customers, get a solid relationship with these VIP customers and try to increase their spending amounts. The paper mainly stated the aspects of data mining on the basis of knowledge, to summarize a data mining algorithm of classification, focus on the analysis of the SPRINT decision tree classification algorithm and a corresponding improvement in the implementation of algorithms in the aspect of improving the algorithm's speed, at the same time using the improved SPRINT classification algorithm to classify the data. Create the classification model of the potential VIP clients, provides the classification reference about mining VIP customers from the mass customers. In this paper, according to the present the domestic retail enterprises, the retail industry made best use of the information which is available for the classification prediction research of the potential VIP customers in the retail industry .