Application Of Data Mining In Travel Agency Customer Relationship Management

In the quickly changing and intensively competitive market environment, enterprisespay more attention to CRM (Customer Relationship Management), and thecustomer-centered concept is applied to organizations’ practice deeply. Based on datamining techniques, CRM makes full use of advanced information technique to analyzecustomers’ information and forecast the needs tendency, which offers quantitative basicconditions for customer managerial work. As the typical enterprise in the tertiary industry,travel agency must be oriented by customers, care its tourists’ demands and keep goodrelationship with them, when it tries to stand firmly in the intensive competitive market. Sotravel agency can take CRM, which is based on data mining techniques, as an importantstrategy to integrate advantageous resources, grasp customer needs, build brand, andenhance the company’s core competitiveness. The purpose of the paper is to discussapplication and theory expansion in travel agency about CRM and data mining.This paper reviews basic and advanced theory of CRM, as well as data mining,analyzes the reasons of travel agency to apply CRM and data mining, explains a specifickind of data mining techniques “GA-based K-means Clustering Engine (GACE)”. Then thepaper introduce the background of travel agency ZGGL, uses the actual data to verify thedata mining technique. According to the clustering result, the strengths and weakness in theapplication of CRM for travel agency ZGGL, this paper puts forwards a few suggestions ontravel agency’s customer relationship management at last.Through theory study, data mining technique study and case research, this paperapplies a new advanced data mining technique to travelling customer relationshipmanagement, aiming to provide helpful references for travel agency in maintainingcustomer relation and establishing customer managerial policy. The research organizationZGGL thought highly of the data analysis methods and suggestions in CRM, whichproposed in the paper. These suggestions offer ZGGL positive significance in dealing withcustomer relationship work.