基于数据挖掘的客户关系管理体系结构研究

Research on customer relationship management system structure based on data mining

通过对客户关系管理(CRM)核心思想的剖析和对CRM中应用数据挖掘必要性的分析,以及对当前CRM体系结构的分类探讨,构建了一套基于数据挖掘的CRM体系结构。该体系结构蕴含了CRM"以客户为中心"的核心思想,体现了数据挖掘在CRM中的基础辅助性作用,对企业成功应用CRM具有很强的指导意义,也为进一步研究基于数据挖掘的CRM打下了基础。

This paper analyzes the core idea of customer relationship management (CRM) and states the necessity of the data mining in CRM. With the discussion of the classification of CRM system structure, a set of CRM system structure is designed, which contains the core idea of CRM, and which is considering customers as the center, and embodies the affiliated role of the data mining.