电子商务时代的顾客信息管理

【作者】 马红梅；

【导师】 甘利人； 王曰芬；

【作者基本信息】 南京理工大学 ， 信息管理， 2002， 硕士

【摘要】 电子商务时代企业将面临更加激烈的竞争环境，只有通过顾客信息管理，了解顾客的需求，向其提供满意的产品和服务，才能紧紧抓住顾客，企业才能生存和发展。本文在对电子商务、信息管理、顾客信息管理等概念进行明确，概念之间的关系进行阐述的基础上，分析了电子商务时代顾客信息管理的必要性和主要内容；并从顾客信息的收集、存储、分析、利用的角度介绍了相关的信息技术，重点对网络挖掘进行了系统的研究；接着，本文对目前先进的顾客管理思想——以顾客信息管理为基础的客户关系管理(CRM)予以了论述，在对CRM的概念，系统组成介绍的基础上对系统的应用管理进行了重点说明。最后，本文以南京百分生活服务公司为例对上述理论进行了应用探索。更多还原

【Abstract】 The companies will face more intensely competitive environments in the E-Commerce era. The companies must know the customers’ needs and supply the satisfactory products/service only through customer information management in order to grasp the customers firmly. Thus the companies can exist and develop well. In the thesis, the concepts of E-Commerce, information management, customer information management and others are defined. And the relationships of the concepts are introduced. Based on those, the necessity and the main content of customer information management are discussed. And the relative information technologies are introduced in the aspects of information collection, information saving, information analysis, information using. Especially, web mining is systematically researched. Then the thesis studies CRM, which is based on customer information management and is an advanced idea about customer management now. The application management about CRM system is given detailed research based on the introduction of the concepts about CRM and the construction about CRM system. Finally, taking Nanjing Extreme Nice Service Co., Ltd for example, the thesis probes the application of the aforementioned theories.更多还原