The Application Research Of CRM Based On Knowledge Mining In The Modern Enterprise

With the development of economy and the fierce competition of the market,enterprise management mode is changed from regarding products to customer asthe (CRM) develops rapidly. However, because of the short time of appearanceof CRM, the study and application on CRM isn't perfect, especially on CRM basedon Knowledge Mining (KM), which should be carried out further.Being a systematic engineering, CRM is the integration of technology andmanagement. It is one kind for improving the mechanism of management of therelation between the enterprise and customer, and CRM firstly takes customeras the resources of enterprise. At the present, CRM has become one of the mosteffective measures for promoting the customer satisfaction, increasing thecustomer reservation and promoting the competence of corporations.The data relevant to customer's behavior is the foundation of CRM. Thereis a great deal of important information concealed under the mass of data relevantto customers in the information system and staff of corporation. But at thepresent time it can not be found out speedily and availably because of thelimitation of the technology and concepts. Knowledge Mining can help to findout some potential and valuable information and knowledge from daily experiencesin favor of decision-making. Knowledge Mining has a broad commercial potential,thus becoming a valuable new field concerning knowledge finding as well asknowledge management. Firstly, this thesis introduces the development and concept of CustomerRelationship Management and expounds the technology and application of theKnowledge Mining. Then, it emphasizes on the key problems in the affection ofknowledge mining in CRM and it shows some application of knowledge mining inCRM and analyzes some concrete cases. Further more, the set of CRM systemstructure based on knowledge mining, which is the key part of this thesis.Eventually, it puts emphasis on the application of CRM in the modern enterprises,expecting that a bridge of theoretical research and practice about CRM can bebuilt, and a theoretical support and practical guidance for CRM will be provided.