基于聚类分析的数据挖掘方法在CRM中的应用研究

客户关系管理是一项营销策略,透过选择和管理客户达到最大的长期价值。它按照客户细分情况有效地组织企业资源,培养以客户为中心的经营行为以及实施以客户为中心的业务流程,以此为手段来提高企业的获利能力、收入以及客户满意度。文章介绍了用挖掘理论对企业CRM进行效能分析,通过表属性的数据收集,用矩阵分析法和最大树法对表象数据进行聚类筛选,取得了较为满意的效果。

The Applied Research of Data Mining in CRM Based on Clustering Analysis

Customer Relationship Management （or CRM for short）, as a marketing strategy, refers to a method with which the business can have long-term profit by customer shortlist and management. Organizing corporation resources by subdividing the customers, cultivating the operation activities of customer focus and implementing the process of affair of customer focus in order to raise the ability to gain benefit, income and the level of customers＇ satisfactory. The article analyzes CRM by the theory of mining, through the data collecting by diagram and clustering prunes the data by the matrix analysis method and the maximal tree method.