Enhancement of Enterprise Competitive Predominance Based on Data Mining

Jie Ni

doi:10.5539/mas.v2n3p22

Abstract

Starting from the view of customer relationship management (CRM), this article expatiates on the important and indispensable function and application of data mining in the marketing, and analyzes the principle and flow of data mining in the application of the enterprise.

Highlights

With the coming of information age and the development of economic integration, challenges that enterprises face increasingly go up
The customer relationship management (CRM) is a sort of management, and it is not the result of technical enhancement, but the technical enhancement offers indispensable technical support of its development
One research of International Data Corporation showed that the average investment return rate is about 401% after 2~3 years when 62 data bases were installed in North American

Summary

Meaning of data mining

With the coming of information age and the development of economic integration, challenges that enterprises face increasingly go up. Enterprises can understand and influence customers’ behaviors, and realize the intention that enhance customer obtainment, customer retention, customer loyalty and customer profit, which is the customer relationship management (CRM). Because of the limitation of technology, the information system of the enterprise is disperse and lacks opening, which induces the integration among trans-systems is difficult to be actualized, and to comprehensively understand customer and grasp customers’ character and demand was just a sort of ideal in the past. Under the condition of quick development of network, through the integration of platforms and increasingly mature technologies of data base and data mining, enterprises can effectively grasp customers’ behaviors and demands. One research of International Data Corporation showed that the average investment return rate is about 401% after 2~3 years when 62 data bases were installed in North American. CRM is the most useful tool to obtain maximum possible profit for enterprises, and the data mining is the stable base and wings for this tool

Data mining and its application in the corporate marketing

(2) Objective marketing

Steps to develop data mining and enhance corporate competitiveness

Findings

Principles followed in the data mining process