Abstract: The application of data mining in CRM (Customer Relationship Management) is a hot spot in recent years. CRM refers to the enterprise's approach to understand and influence customer behavior through meaningful communications in order to improve customer acquisition, customer retention, customer loyalty, and customer profitability. Adopting different services to different customers is based on the accumulation of vast amounts of data by the enterprise. The effective way to get the knowledge from these data is the technology of DM (Data Mining), which will provide basis for leader's decision-making, and achieve the objectives of CRM. The basic theory of the customer relationship management and data mining technology, and the application of DM in petrochemical enterprise CRM were discussed.

Key words: Data mining technology , Database , Customer relationship management , Petrochemical enterprise

摘要： 数据挖掘技术在客户关系管理(CRM)中的应用是近年的热点。CRM 指的是企业通过富有意义的交
流沟通,理解并影响客户行为,最终实现提高客户获得、客户保留、客户忠诚和客户盈利的目的。对不同的客户采取
有差别的服务,其根据就是企业积累的海量数据,如何将这些数据转化为知识,就要借助数据挖掘技术,为领导者的
决策提供依据,并实现CRM 的目标。主要论述了客户关系管理和数据挖掘技术的基本理论,以及数据挖掘技术在
石油化工企业客户关系管理中的应用。

关键词: 数据挖掘技术 , 数据库 , 客户关系管理 , 石油化工企业