数据挖掘技术在电子商务客户关系管理中的应用研究

Research on application of data mining technologies in electronic commerce environment

在电子商务环境下,客户的信息量越来越大,运用数据挖掘技术研究客户关系管理,可实现从大量不确定的客户信息中挖掘出客户分类的依据和信息,为企业提供重要决策支持.通过分析和总结国内外学者研究成果,找出了数据挖掘在电子商务环境下客户关系管理应用研究方面的不足,论证了数据挖掘在电子商务环境下客户关系管理中的必要性,研究并提供了数据挖掘技术在电子商务客户关系管理中的应用方法及实施步骤.

With customer information quickly increasing under e-commerce environment,data mining technology（DM） can be utilized to research customer relationship management（CRM）,excavate the basis and information of customer classification from massive uncertain customer information and provides important support for enterprises decisions.By reviewing and summarizing the research achievement of domestic and abroad,the shortage in the application of DM in CRM under e-commerce environment was put forward. The necessity of DM in CRM was proven. Application method and implementation procedures of DM in CRM were investigated and presented.