【導(dǎo)讀】的需求的連續(xù)的過程。其內(nèi)含是企業(yè)利用信息技術(shù)和互聯(lián)網(wǎng)技術(shù)實現(xiàn)對客戶。是與客戶的交流，企業(yè)的經(jīng)營是以客戶為中心，而不是傳統(tǒng)的以產(chǎn)品或以市場為中心。為方便與客戶的溝通，客戶關(guān)系管理可以為客戶提供多種交流的渠道。成功的客戶自主權(quán)。將產(chǎn)生競爭優(yōu)勢并提高客戶忠誠度最終提高公司的利潤率。4p關(guān)鍵要素的同時，反映出在營銷體系中各種交叉功能的組合，其重點在于贏得客戶。和管理資源直接集中在這兩個關(guān)鍵任務(wù)上。同客戶的聯(lián)系來了解客戶的不同需求，并在此基礎(chǔ)上進行"一對一"個性化服務(wù)。通常CRM包括銷售管理、市場營銷管理、客戶服務(wù)系統(tǒng)以及呼叫中心等方面。客戶關(guān)系管理正是改善企業(yè)與客戶之間關(guān)系的新型管理機制，越來越多的企業(yè)運用CRM來增加收入、優(yōu)化贏利性、提高客戶滿意度。在構(gòu)建CRM數(shù)據(jù)庫時，應(yīng)注意CRM的特性，同時也要注意CRM系統(tǒng)與企業(yè)其它管理系統(tǒng)的協(xié)調(diào)。對多渠道進行集成與CRM解決方案的功能部件的集成是同等重要的。

　　

【正文】 stomer relations. For enterprise and customer relationships between the prehensive management, will significantly improve enterprise marketing ability, reduce marketing costs, control the marketing process could lead to all kinds of customers plain that behavior. The application of data mining in CRM Data mining can be applied to take the customer as the center of the enterprise decision analysis and management of different areas and stage. 1) to identify potential customers, acquire new customers. Mining the customer data, make full use of data technology can search for a potential value for the customer. Recognition of the potential of existing customers are mainly analyzed, the customer data to existing customers into different types, different types of customers to provide different customer service and sales plan, and for these provide targeted products and services to meet the demands of customers. Based on the classification of existing customer more easily make enterprise identify potential customers, and eventually to potential customers turned into enterprise real customers, finally turned into a loyal customers. 14 2) keep old customers. Enterprise business growth not only to get new customers by, more importantly retaining existing customers. Now the cost of acquired new customers in the constant rise, so keep old customer can yet be regarded as an important direction of enterprise development. Data mining can identify potential customers and improve market response rates, acplish are offered. In addition, data mining can help enterprises to identify have left intend to customer, make enterprise take appropriate measures to keep this batch of customers. 3) found that key customers. According to the 2080 principle, the enterprise CRM a important task is discovery and maintaining important customers. Using groups or neural work or decision tree, can identify what features with images of the most important customer is the enterprise clients. 4) to cross selling or valueadded sales. Crossover sales or valueadded sales is the important link of the customer relationship between firm and customer, is an important means to realize a winwin situation. Crossover sales is to let customers buy product or service to the rest of the enterprise value added sales is that customer purchase additional product or service, so that customers buy the product in the direction toward the high value, two sales have extended the effect of customer relationships. To the client, to get more products and services and will benefit to corporations, this will promote sales growth, thus benefit from it. Data mining can help enterprises to find out the most reasonable sales collocation program. 5) improve supply chain efficiency. Supply chain is the main reason of the low efficiency of the supply chain link is overmuch, in data mining, the relevance principle analysis can be analyzed by buyers and sellers, to reduce the correlation of the intermediate link and improve supply chain efficiency. 6) optimizing customer service. Can use the data mining technology for different types of customers on the service requirements, dig out the customer buy trend in order to master the needs of customers, timely adjustment of product structure, thus targeted provide customer service. To improve customer satisfaction and achieve the purpose of retain customers. 7) provide decision support. Over a very large number of customer information database, the use of data mining technology, make customer data visualization, visualization reaction customer information, timely prehensive and dynamic response sales for management personnel quality, provide decision support to provide effective means and data support.