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企业成功的关键在于关注客户需求,有效管理与客户的关系,提高客户忠诚度,对企业的产品和服务保持持续的购买行为,而数据挖掘技术是有效实施客户关系管理的重要手段。从企业积累的大量销售数据中,挖掘出有价值的信息,从而为企业决策提供服务。本文从客户关系管理的概念及对企业作用出发,阐述了数据挖掘的概念及其在企业客户关系管理中的应用。
The key to business success is to focus on customer needs, effectively manage the relationship with customers, improve customer loyalty, and maintain sustained purchasing behavior for enterprise’s products and services. Data mining technology is an important means to effectively implement customer relationship management. Excavate valuable information from the mass sales data accumulated by the company to serve the business decision-making. Based on the concept of customer relationship management and the role of the enterprise, this article elaborates the concept of data mining and its application in enterprise customer relationship management.