The Application Of Assciation Rule Data Mining In CRM

CRM is a systematic engineering, which is a result connected technology with management. As the newest development of informational enterprise, CRM is accomplished to transformation from the products by center to the customers by center. As a resource, the customer is firstly taken into the enterprise's management view. At present, CRM has been the most efficient method to elevate customers satisfaction, increase to keep customers and raise the enterprise profit ability, then to elevate its competitive ability.The basis of CRM is the data which is relevant to the customers action. A great number of customers data, which are in the enterprise information system and employees' heads, always imply many important information. However, because of the limit of technologies and ideas, most important information and knowledge can not be mined quickly and efficiently. So, data mining is just a knowledge discovery technology to solve these problems. It can discover potential and useful information and knowledge to sustain decisions from a lot of accumulated data. It has wide business application potentiality and it is a new field with great application worth in knowledge discovery and knowledge management research. Therefore, to add data mining technology in CRM is a future direction, which has wide prospect. The research of this paper is base on it to carry on.First, the author introduces writing background, research significance and analyses research situation and development tendency of CRM and data mining in the world, then put forward association rule mining. Second, the author expatiates on basic theories and application technologies of CRM and data mining roundly, and discusses in detail CRM conceptions and techniques and the application of data mining in CRM. Then from analyzing the conventional association rule mining arithmetic, the author researches association rule mining techniques in-depth and elicits their shortages and brings forward a better arithmetic and its capability analysis. Then through designing and implementing a arithmetic model, the author proves the arithmetic's validity. Furthermore, the author discusses the application of the association rule and proves its advantage. At last, the author discusses the application of data mining in CRM from technology and application and solves practicalities through demonstration analyses.