On the Data Mining Technology Applied to Active Marketing Model of International Luxury Marketing Strategy in China— An Empirical Analysis

Abstract

This paper emphasizes the importance of active marketing in the customer relationship management. Especially, the data mining technology is applied to establish an active marketing model to empirically analyze the condition of the AH Jewelry Company. Michael Porter's Five Forces Model is employed to assess and calculate the similarity in the active marketing model. Then, the questionnaire analysis on the customer relationship management model is carried out to explain the target market and target customer groups of AH Jewelry Company. The cluster analysis and principal component analysis (PCA) are applied as data mining tool to investigate factors and problems that influence marketing effect of the AH Jewelry Company. The analysis results show that it becomes a key problem to enhance the customer loyalty and retain the customers under the changeable consumption environment. Data mining technology can help to analyze the historical data to produce the clients set which is most closed to the customer behaviors, and regards the most interesting information as the recommendation to the customers. Hence, marketing optimization strategy could be proposed as reference to manage the luxury marketing. DOI : http://dx.doi.org/10.11591/telkomnika.v12i2.4384