Application of Data Mining Technique in Customer Segmentation of Shipping Enterprises

Previous studies have focused on serveral aspects of CRM (Customer Relationship Management). However, there is a lack of research that focuses on the customer segmentation of shipping enterprises using data mining. Data mining technology can be used to in modern CRM to greatly enhance it function and efficiency. Based on the technologies of clustering and classification in data mining, this paper discusses the method of segmentation of shipping enterprises´ customers by mining the information in the mass data of documentation database. That is, we cluster history freight instances using cluster algorithm first, and then classify the new instance using Bayesian network classifier according to the results of former steps. The purpose is to support the marketing departments´ decision-making, and improve the CRM level of shipping enterprises.