The Application Of Positive&negative Association Rule Algorithm In CRM-Marketing Channel Selection

Now is the era of information, the computer science and network technology is changing and developing everyday. This changing and developing have an impact on every industry, besides everyone’s life. For all the industry, because of the update of computer science and network technology, as well as consumers’ powerful position in consumption transaction, how to take full advantage of the modern computer science and technology in retaining old customers and developing new customers successfully with minimum input, becomes the focus for many businesses.Since1997, the concept of customer relationship management(CRM) was proposed, it was originally applied to the financial industry and the telecommunication industry which have abundant financial resources, then extending to the education industry. Among the numerous technology, the application of data mining technology is particularly extensive in customer relationship management. When we talk about the application of association rule in customer relationship management, scholars always focus on mining positive association rules. Be based on the results of this mining, business can making their decisions. Only by the results of positive association rules, we can’t find the negative association rules.The key of this paper is that, firstly, I will analyze the classical algorithm of association rules------Apriori algorithm. On the basis of Apriori algorithm and under the framework of support-confidence, I will introduce the algorithm of negative association rule. Then I will summarize the application of data mining in customer relationship management by making a full statement. Finally, an example will be given, in order to explain the positive association rule and negative association rule together, as well as the guidance for the merchant decision making.