Data Mining, Customer Relationship Management

Customer relationship management has been a hot topic in the field of management recently. Due to the advancement of technology, development of economy and improvement of standard of living, the former enterprises operating mode, product-oriented, couldn't increasingly satisfy individual and diversiform demands. In nature, CRM is the result of advancement of management, not technology. But it surely provides a best opportunity for the development of CRM. If enterprises aim at creating profit, CRM is just the most useful tool to achieve it, and Data Mining is the best engine of this tool.Data Mining is a new technique which aims at discovering potential and valuable pattern that is called as knowledge from database. The knowledge discovered can be used for decision-making. Because of its wide application background and realistic significance, the technique and application of Data Mining advance rapidly and draw upon the attention of the international academic circle.Mining association rules is an important research aspect in the field of the Data Mining. It is based on the transaction database, but the fact is that a mass of practical database is relational database and there are no certain methods to convert the relational database to transaction database and to carry out the mining process for association rules.The dissertation works over the technique, methods and application of Data Mining in CRM. My main works are as follows:1. Discussing the origin, conception of CRM and CRM system, bringing forward the SCOPE model of CRM;2. Introducing the origin, notion, characteristic and classification of Data Mining, what's more emphasizing on expatiating the basic approaches in mining association rules;3. Analyzing the disadvantages of traditional Apriori algorithm, presenting and proving an efficient algorithm named BVAG, and then programming these two algorithms in C language to conduct performance study;4. Discussing Data Mining application in CRM and its implement step. Choosing an instance about foreign mobile company to conduct demonstration study, including: data pretreatment, converting the relational database to transaction database, discovering the frequent itemsets, presenting the association rules, establishing the forecast model, analyzing the results and summarizing the practical detail and its solution.