Based On Data Mining Technology, Crm Research

The market competition practice proved that, the key success of enterprise lies in takes customers' demand, provides the product and the service meets the customer need, manages the customer relations effectively, guarantees the customer to obtain a higher degree of satisfaction, increases the possibility that repetition purchasing, builds the new competitive advantages through maintenance long-term customer relations. The customer relationship management(CRM)has already became the important marketing strategy for enterprise to promote the market competition abilityAs a kind of solutions of Electronic commerce for enterprises to promote their market competitiveness, the core technology of CRM is the data warehousing and data mining technology. CRM is a repeatedly process that transforms the customer information into the positive customer relationship. It can help companies manage a series of the business activities related to the customer relationship; it can manage the enterprises' daily marketing business processively and automatically. As the customers' information become growingly complicated and the customer data massively accumulated, through analyzing the considerable and complicated customers' data, the new customers can be maintained and the overlapping sale to customers can be realized and so forth.The data mining is a powerful tool that excavates the useful knowledge from the massive data. Through the effective application of data mining used in CRM, the valuable knowledge and the rules which are helpful to the enterprises' policy-making can be found out. By using the data mining to analysis these data, the related knowledge and the rules can be attained, which forms the entire CRM system to be a closed loop and the CRM system's function can fully displays.This theme firstly introduces the paper research background, the domestic and international research status quo, the definition and the related theories of customer relationship management; emphatically analyze the basic concept, connotation as well as the evolutional process of customer relationship management, and then introduces the basic principle of data mining technology and the practical application model. Based on the analysis of data mining technology and model application, this study analyzes the various of practical situations of different kinds of data mining technology in enterprise' CRM system used in different aspect of applications in detail. Finally take the A group as an example, the article specifically explains the practical application and the model construction of the data mining technology used in the customer relationship management (CRM). The main innovations of this theme are as follow:Firstly, through classifying the data mining technology and combining the data mining technology with the strategy of CRM, the explorations of both predictive and descriptive constructions of data mining technology in CRM according to the basic principle of the data mining technology.Secondly, based on the comprehensive analysis of data mining technology and CRM theory, the analysis and the research of better usage of data mining technology in customer relationship management are given and the materials of concrete evidence are offered as well, therefore the application feasibility of data mining technology in CRM is verified.