Research on customer data pre-processing based on relationship marketing in e-business

With the rapid development of e-business and market competitions, Relationship Marketing (RM) has got more and more acceptance gradually. A mount of software supply companies have offered their RM solutions to enterprises, which, unfortunately with too much emphasis on technical realization, sometimes fail to follow management conceptions and result in bad connection with the core target to set up long term fine customer relationships. This article focus on, in e-business environment, how to pre-process customer data on the base of RM. According to current technologies, we will propose a suggestive solution called Customer Data Pre-processing Unit (CDPU) for the bad connection mentioned above, which includes the attempts to divert the emphasis of data induction from sale purpose to long term customer relationship establishment, relative analysis and illustrations. This article takes the point of view that management conceptions should direct technical, and, meanwhile technical serve management conceptions, discusses how to properly pre-process customer data with full considerations of management and technical in e-business, which makes a good preparation for further work, such as data mining.