在知识经济的大环境下,传统的营销方式已经转向知识营销,数据挖掘技术作为一种有效的知识发现工具在营销领域中得到了广泛应用。本文在分析数据挖掘技术及其在营销中运用的驱动力的基础上,研究了数据挖掘技术能够挖掘出的营销知识,以及挖掘知识的基本流程。 Under the environment of knowledge economy, traditional marketing methods have turned to knowledge marketing. Data mining technology has been widely used in marketing as an effective knowledge discovery tool. Based on the analysis of data mining technology and its driving force in marketing, this paper studies the marketing knowledge that can be excavated by data mining technology and the basic process of mining knowledge.