Customer Relationship Management In E-commerce Research

With the development of electronic business, the traditional business model has been tough challenges, which requires companies to thinking how to treat customers in new ways.so, the customer relationship management was fully application and development, it provides the collections, analysis and use of customer information systems for the business, and the scientific means and methods how to face the customers,which switched the companies' sales ideas from product-centric to the customer.Data warehouse and data mining technology is to ensure the success of the implementation of CRM. With the data warehouse and data mining, CRM system can make full use of their analysis, develop marketing strategies, explore business and the corresponding laws of the market operators ,and provide personalized products and services to customers.First of all, We use lightweight J2EE, struts spring and hibernate to construct the e-business system which according with the operation request of the company, include the management of customers, orders, merchandise or stocks. With study the basic idea and theory of the CRM, put the CRM idea and technology into the e-business system. Started with analysing the request, and seted up the CRM application model of the company.Secondly, this paper study the application of data warehouse and data mining technology in the CRM system. Based on the analysis needs, building client-oriented theme, sales theme and the theme of the return data warehouse and use Microsoft Excel as the front-end show, so that enterprises can operate from the multi-angle observation data; Analysis Customer segmentation issues in e-business, focused on the issue of the loss of enterprise customers, choose customer-vlaue and customer- characteristics as the segmentation indicators, use clustering Algorithm of Analysis Service , complete the customer model of already loss and would loss, help the company finding the customer loss group and characters, and bring the sales strategy.Finally, the paper concluded the paper's content and application of research findings,and pointed out the issue of inadequate and future research directions.