Application of Data Mining in the Chain Store Beverage Marketing

Recently, data mining technique is widely used in business administration, financial, and marketing. By integrating as useful information and discovering new information from different perspectives, data mining techniques could provide decision administration reference. In this study, we applied data mining technique, statistics and utilized questionnaires in CRM to analyze the customer behavior. The consumer relationship management (CRM) requires detailed information and business knowledge for successful adoption. Taiwan tea market is famous on the world, customizing the tea service is special trend for chain store, customer behavior analysis is essential for tea market. This study presents an association rule framework of consumer behavior analysis in the chain store beverage marketing to identify relevant knowledge and personalize tea merchandise. Identifying consumer's preference and provide optimal promotion strategy by this approach is helpful characteristic of customers and facilitates marketing strategy development.