Design And Implement Of Enterprises Customer Relationship Management System Based On Data Mining

Along with global economic's development, the market competition is getting more and more intense, the high grade customer service will become the enterprise powerful competition method.The effective management of customer relationships will be imperative.Customer Relationship Management (Customer Relationship Management: CRM) is rapid development of new management ideas to adapt to business model shift from the take the product or the market as the center"to take the customer as the center", and to meet relationship marketing needs. It is the modern electronic commerce activity hard core, is new management mechanism which between one kind of improvement enterprise and the customer relates. Simply, CRM can be continuously strengthen exchanges with customers, understand customer needs and improve the products and services in order to meet customer demands for continuous process. CRM focused communication with customers, to facilitate communication with customers, it can provide customers with a variety of communication channels. What CRM pays great attention is with the customer exchange, for the convenience and the customer communication, CRM may provide many kinds of exchanges for the customer the channels. The CRM core is the customer value management, it divides into the customer value already the sale price value, the potential value and the model value, adopts"one to one"the marketing principle, satisfies the different value customer the personalized demand, by develops the new customer effectively, retains the old customer, and through reduces business to operation flow's total management the cost, it takes new generation's customer resource management system, enterprise's sale, the service and so on various departments conformity gets up, causes to realize the enterprise and the customer interest relations community becomes possibly, thus is in an impregnable position in the competitionSMEs were Subject to their own size, there is higher degree of customer reliance, they need a stable customer bases. To them, Customer relationship management is more important than to the medium-sized enterprises.In this paper , customer relationship management system for SMEs is in research and design, mainly be conducted in the following areas:First, study customer relationship management (CRM) and data mining of the basic theory and knowledge, as given in the data mining and customer relationship management, offer this data mining and in the application of CRM as the basis for the study Begins by describing the relevant theories of customer relationship management, including: CRM concept, Customer Relationship Types in CRM, customer relationship types and logic functions; second section describes the basic theory of data mining, including: the basic concepts of data mining, data sources, mining steps and applications data mining; finally, describes the data mining technology to optimize the processes for effective CRM customer relationship management related issues; In addition, also discussed structure of CRM, as well as technology and business-centric data mining process in the CRM system.Secondly, aim to the characteristics of small and medium enterprises, design the business customer relationship management system. In accordance with the software of development process, it conduct needs analysis. From the market and functional demand, analyze system should have the operational functions and support functions, make further analysis of the feasibility of the system. Then divide the functions of the system, describes the various subsystems are included in the function modules, and take market as an example. In the database design, also take marketing subsystem as an example; analyze data streams, to develop a data dictionary, and further realize the corresponding table in the database design. Finally, there is a brief description of the system's three-tier architecture.Thirdly, analyze applications of data mining classification in CRM. First, describes the classification of data mining, and then we introduced combination classification methods of data mining in the system, and then using the classification of the customer relationship management access issues to analyze, further processing to access issues of customer from the data preparation and model building two aspects, the final statement design after obtaining potential customers in the classification rules, the right sort of strategy for potential customers.At the end of this paper, uses the object-oriented method to carry on to the CRM system realizes. First introduced in the database various tables realization and database connection realization, then carries on the explanation to the data mining model's calling process and the movement contact surface, finally has demonstrated the system certain module movement survey. The system test result indicated that the program run is steady, the effect was good, had indicated used the design method and the design theory accuracy and the validity.