The Application Research Of Data Mining In Member Retail's Customer Relationship Management

With China's market economy developing and Chinese enterprise face more and more challenges from foreign countries companies. The competitions between retail businesses are becoming more and sharper. People have gradually realized the importance of customer to the enterprises that is without outstanding customer sources it can not able to develop in further. Therefore, it has become a pressing subject to all enterprises when doing business that how to understand more about customer's information and turning it into "knowledge" so as to provide high quality personnel service, improve customer's satisfaction, maintain and find high value customers.If the retail enterprise wants to remain invincible position in the sharply severity competition, it must be expedite build their information technology system. Customer relationship management is an e-commerce solution that can promote the market competition ability of enterprise by managing customer's data. Both CRM and ERP (Enterprise Resource Planning) and SCM (Supply Chain Management) build up the bases of information infrastructure of an enterprise.Data Mining is a new technology on information process. The main feature of this technology is to extract, transform and analysis large amount of business data in database, then pick up those information that is helpful to business decision. It also can find some unknown valuable rules thousands of business customer information data so as to help enterprise in intelligent management.This thesis from the CRM and data mining start with the basic concepts and principles, clarify the membership-based supermarket CRM application of data mining in the necessity of building a data mining as the core of the CRM system model. Based on data mining as a membership supermarket CRM system for the design, build a membership-based supermarket customer value, customer retention correlation analysis of the data mining model, and the model was verified and Evaluation use the data mining tool Clementine11.0.The concept of this thesis will bring new idea to business enterprises, help them to improve customer satisfaction and win competition.