Data Mining Technology Research And Application In The Tobacco Business Crm

With the development of Internet and the increasing competition in the market, Enterprises pay more attention to customer value, focusing on the maintenance of relationships with customers in order to cope with the challenges. CRM, as advanced management idea and technique, regards the customer groups, taking final enterprise customers, distributors and partners for example, as the most important resource. Through managing and mining the value of customers'long-term profitability, CRM plays a vital role in fundamentally enhancing the core competitiveness of the enterprises and making them stand in an invincible position in the current competitive environment. Data mining is the corn technology which is important for analyzing the data. Now, the information on the Internet grows rapidly, vast amounts of data has accumulated in all areas of our life. The contradiction between the richness of data and the poor of knowledge is daily outstanding. This is not difficult to understand why data mining is the new research focus.Since China's accession to WTO, the tobacco industry, one of the monopoly industries in China, began to open up the market gradually and met a comprehensive international market with competitions. The tobacco companies, basing on their own condition, began to improve their management. CRM and data mining are introduced to help the companies to maintain the relationships with customers. The knowledge founded by data mining technology can play roles in designing catalog of tobacco, making cross-marketing decisions, finding the association among products. The analysis may helpful in establishing reasonable marketing strategies or supporting the development of tobacco industry.Firstly, basic theories of CRM and data mining are briefly reviewed with the point that CRM is not only an advanced management system, but also ideas. The main components of the system are outlined. What's more, the drawbacks of the existing CRM are pointed with application examples. Secondly, data warehouse and data mining which are used for analyzing business information, market information and customer information are pointed as the key factors of CRM.The focus of this paper is discussing the tobacco industry's CRM system and the involved problems. It deems that star data model should be selected to manage customer maintenance, logistics and other topics in the data warehouse; four-layer structure and function area should be adopted in the CRM system; the function of data analysis is divided into three different levels basing on different enterprise applications. There is an overview of the existing multi-level association rules algorithm, and the shortcomings of existing algorithms are presented. Then an improved algorithm is proposed and used in the process of tobacco companies'marketing analysis. In addition, there is an overview of the existing Spatial clustering algorithm, and the shortcomings of existing algorithms are presented. Then an improved algorithm is proposed and used in the process of tobacco companies'distribution line management. All the algorithms are effective.Because of the limited manpower and time, there are still many unsatisfactory with the models and algorithms. And the achievement of CRM and data mining technology is an open process which needs to be constantly refined and improved, so the follow-up study for further development and refinement is particularly important.