Research And Application Of CRM Based On Baosteel Electronic Commerce

As the development of information technology, E-commerce has been very popular for merchandise sale. And plenty of enterprises expand marketing business through e-commerce, like network marketing, electronic emporium and so on. For E-commerce enterprises, how to acquire large quantity of high quality and trusted customers is the key for positive business development. And as a cutting edge product of continuous improvement of management pattern, business marketing idea and information technology, customer relationship management(CRM) insists on the concept of customer-centric philosophy to support effective marketing, sales, service processes, and can also allocate resources reasonably based on accurately market positioning. Besides, it also has the quality of identifying and satisfying the high quality customers, which has a great boost for the development of electronic commerce.Firstly, this paper deeply researched customer relationship management theoretically, specificly discussed the issues arised from the appearance, development, imeplementation process, and how to construct basic model for CRM with customer-centric business philosophy.Secondly, combined related technology of data warehouse, data mining and analytical CRM, and refer to some characteristics like considerable trading commodities and plenty of users, and issues arised in the implementation process on Baosteel E-Commerce Platform, this paper rised several analytic mining modles to mine potential customers, analyze customer groups, customer profit ability, and customer credit, which are implemented by related algothms like Support Vector Machine, Decision Tree, Genetic Algorithm, Neural Network algorithms and so on. In these various models, every model results can be used in different aspects, and support the business decision-makers at all levels to make decisions so as to minimize marketing costs, implement special marketing strategies, reduce operational risk, improve the utilization ratio of CRM system.In the end, with the information of customer and business on Baosteel E-Commerce Platform, this paper used the 4 models to do mining and analysis, and took corresponding model checking approach to verify the reasonableness of them, which is with high pratical value.