Application of data mining technology in the tourism product's marketing CRM

To carry out Customer Relationship Management (CRM) is necessary to improve enterprises' core competition ability. CRM focus on customer resource management by using information technology, in order to assist managers to make practical decisions. And data mining and data warehouse technology are powerful tools to improve the rightness and accuracy of CRM. As a simple and efficient classification technology decision tree is a member of data mining family. This paper referred the advanced ideas and systematic theory research of CRM. And with the combination of the actuality of tourism industry, we built a CRM system for tourism industry based on data warehouse and data mining technology. [1]We analyzed CRM system structure and functional modules with application program, and introduced the characteristics of data storage integration and information processing and analysis.