Study On The Promotion Of Customer Value By Date Mining

With the maturity of business competition, enterprises through the era of production, the era of manufacture, the era of brand, has now entered the era of "customer". The customer is the key point to strengthen the competitiveness of enterprises now, the study about customer research is growing up, at the same time the research on value of customers are also more careful and precise. And the society has entered the era of information explosion, a large amount of information has become the most important feature,so the use of data mining technology makes the research on customer value and other problems about customer value more convenient and accurate.This paper firstly introduced the related theory of customer value, and introduces three methods for the evaluation of customer value. By analyzing the characteristics of large supermarkets, we make a preliminary selection of value evaluation method of customer. And according to the characteristics of infant family, we finally determined the method to research customer value:customer segmentation method. Based on summarizing the literatures and the analysis of the infant family customers’characteristics, we proposed a new two-dimensional customer value model-FP model according to the RFM model and the classic two-dimensional customer value model.In this paper, the cluster analysis was conducted by using the FP model. In this case customer is divided into four types. According to the characteristics about the four groups of customers consumption, The marketing direction to enhance its customer value are proposed. And by in-depth study of infant family customers, we found the relationship between commodity purchase. By multipling the the conclusions, we finally got the marketing program to enhance customer value. And the conclusions are useful not only to make large supermarket marketing better, also to help the electronic commerce market of infant.At last, this paper concludes the shortcomings of the paper, and put forward some problems after the mass data bringing us more convenient, and then take some advices about information security problems.