数据挖掘技术在CRM中的应用

Abstract

Abstract: Customer relationship management(CRM)is an important application field of data mining.Due to the support of data mining technique,CRM has more and more extensive marketing value and research value.In this paper,a survey of data mining applications for CRM is provided to investigate the use of data mining.The system structure of data mining for CRM is described.From the angles of customer life cycle and industry applications data mining applications are analyzed.Finally,combined with the current development of data mining techniques,further research trends of data mining applications for CRM and research directions of data mining technology application in CRM in China are indicated.

Key words: data mining, customer relationship management(CRM), knowledge discovery, decision support, electronic commerce

CLC Number:

TP391

ZHANG Zhe, CHANG Gui-ran, HUANG Xiao-yuan. The Application of Data Mining Technology in CRM[J]. Chinese Journal of Management Science, 2003, (1): 53-59.

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The Application of Data Mining Technology in CRM

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