The study contributes people to recognize the core idea of CRM correctly and the role of DM in CRM, and it improves the success rate of the practice of CRM in China.

• 本论文的研究有助于人们正确认识CRM的核心思想，恰当理解数据挖掘在CRM中的作用，以及提高我国企业CRM实践的成功率。