Based on rapid progress in modern information network technology, big data has accumulated quickly and is applied to be the focus of public attention. Business uses big data to interact with its customers. Enterprises could be more competitive and the customer loyalty could be more strengthened through customized design and personal products or services. By positive word of mouth communication bringing new customers, the company is committed to maintaining good relations with customers. LISREL8.70 software is adopted in this study as a data analysis tool, to conduct questionnaire recycling, to understand the relationship among variables in the study. The structural equation modelling is applied to investigate the causality of the application of big data to customer relationship management and integrated marketing. The results show that the big data application has a significantly positive impact on customer relationship management and integrated marketing. However, there is no significant relationship between customer relationship management and integrated marketing.