数据挖掘在旅行社CRM中的应用研究

Application of data mining in travel agency customer relationship management system

随着各类数据挖掘技术的不断创新,基于数据挖掘技术的客户关系管理日益受到旅行社重视.在强调旅行社实施CRM的应用原因后,提出CRM系统应用模型,再以数据挖掘技术的聚类分析具体算法———GACE为例,阐述了挖掘技术在CRM中的实践应用.GACE算法利用遗传算法优化K平均算法的初始值,经过SW Generator和MS Excel两款软件的计算和衔接,解决了K平均算法的聚类分析初始划分问题.

The innovation pace in data mining techniques increases recently. Accordingly, CRM,which is based on data mining, is playing a more important role in travel agencies. Firstly,the reasons of application CRM in travel agencies are explained in the paper. Then CRM system diagram and a new data mining technique ＂GACE＂ are proposed. GACE （GA based K-means Clustering Engine） is employed to locate the optimized clustering. With the help of SW Generator and MS Excel, the initial clustering problem in application of data rain ing is resolved.