数据挖掘在电商企业CRM中的应用

Application of Data Mining in the Customer Relationship Management of Electric Business Enterprises

论文首先阐述了数据挖掘与电商企业客户关系管理(CRM)的内涵,分析了数据挖掘在电商企业CRM中的作用,包括获取新客户、客户细分、交叉营销、客户保持、客户盈利能力分析。其次,构架了基于数据挖掘的电商企业CRM的体系结构,并阐述了基于数据挖掘的电商企业CRM的实现过程。最后,分析了基于数据挖掘的电商企业CRM的实施,给电商企业带来智能化、个性化、集成化、共享化的好处。

Firstly, the connotation of data mining and the customer relationship management （CRM） of electric business enterprises was expounded. Then,the role of data mining in the CRM of electricity business enterprises was analyzed,which include new customer acquisition, customer segmentation, cross marketing, customer retention and customer profitability analysis. Next,the architecture of the CRM of electric business enterprises based on data mining was constructed,and the realization process of the CRM of electric business enterprises based on data mining was elaborated. Finally, with the implementation of the CRM based on data mining in electricity business enterprises, electricity business enterprises will gain benefits such as intelligence, individuation, integration and sharing.