Modern Applied Science, ISSN 1913-1844, Vol. 2, No. 3,May 2008

With the coming of information age and the development of economic integration, challenges that enterprises face increasingly go up. The excessive competition in the market makes the difference among products increasingly reduce, and the high surplus and the diversification of customers’ demands make the production management of the enterprise from the product orientation to the customer orientation, and the traditional management method that emphasizes product quality and brand has not ensured that enterprises can win in the competition of modern economy. Just as American Airlines CEO, Donald J. Carty said, free competitive customers had become into the important assets of the enterprise. Through meaningful communications, 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). In fact, the 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. In the past, 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. In another research by NCR, about 20 data bases realized 300~1000% return rate in less than two years in the retailing. 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.