Data Mining Project On CRM Improvement Of SGM

With the development of automobile industry and the level of consumption,Customers have become critical success factors and potential source of profit inChina’s car industry.With the social development and the advancement of technology, especiallythe development of network technology, the OEM introduces a customerrelationship management (CRM) system to help manage customer information.The implementation of the CRM system can help companies better understandcustomer needs, improve business relationships with customers, improvecustomer satisfaction, thereby enhancing the competitiveness of enterprises.CRM system which is based on data mining can give an accurateclassification to customers by analyzing and mining customers’ information. Datamining technology can track the customers’ consumption patterns and consumertendencies, predict the profit that customers create. It could support marketingdecision-making.Firstly, this thesis discusses related literature research, analyses the customerRelationship management definition, connotation and core ideas, as well as theSignificance of automobile’s customer relationship management. Secondly, thisarticle describes the definition of data mining and data mining process. Finally, itapplies the data mining technology to CRM of SGM and improves the customerclassification. The main content of this paper is the application of data mining to customerrelationship management, including the improvement of the SGM’s CRM system.It proves that data mining technology in the field of car OEM CRM system canprovide decision support for enterprise management to enhance theircompetitiveness and profitability.