Research On The Application Of Data Mining In The Combination Business Of The Logistics Enterprises’ Key Customers

Logistics enterprises belong to service-oriented industries, so it is inevitable to take customer as the center of marketing model, but it will consume a lot of cost if we use one-to-one marketing for all the customers, which the feasibility can’t be guaranteed because it is just an ideal model. What’s more, the amount of data of enterprise is sharply increased with the development of information technology, which it often makes enterprises fall into isolated island of information such as the information explosion and the lack of knowledge. The emergence of data mining provided a viable way to use the potential of knowledge effectively. It is significant to use data mining techniques in the marketing of logistics enterprises, find the key customers and expand new business for the development of logistics enterprises as well as the growing profits.A new method will be provided for the marketing of logistics enterprises in this paper, which the related technology of data mining can be used. It is the composite business of key customers of logistics enterprise that can improve the ability of the logistics enterprises to control information and data, which can provide a basis for enterprise managers to make more scientific and rational decision in marketing activities.In this paper, the research contents are as follows:Firstly, the related theory of customer segmentation, marketing and data mining are elaborated. Secondly, the related data mining techniques and tools are briefly summarized, K means clustering algorithm and Apriori association rules algorithm were discussed in detail.Then on the basis of related theory and technology, we proposed the workflow of the composite business of key customers of logistics enterprises based on K-means clustering technique and Apriori association rules technology. K-means clustering technology will be used to classify customers in enterprises, and determine its key customers. Apriori association rules technology is used to determine the corresponding composite business for the key customers and analysis composite business. Finally, we took HY logistics company as an example, the key customers were determined and we analysised composite business for the key customers, put forward the corresponding marketing decision-making advice that achieve the expected purpose of the workflow. The experiments results show that the subject has a certain practical application value and academic value.