企业CRM技术平台与业务模型的构建及其应用研究

【作者】 刘剑虹；

【导师】 单汩源；

【作者基本信息】 中南大学 ， 管理科学与工程， 2002， 硕士

【摘要】 以客户为中心的经营模式是新一代企业经营的标志。在当今竞争日益激烈的环境下，越来越多的企业开始通过实施客户关系管理系统来保持和赢得更多的有价值的客户，进而提高客户的忠诚度、满意度以及降低企业经营成本；因此，要提高企业竞争力、变生产中心为客户中心从而提高企业利润，实施CRM系统是必然的趋势。 企业如何实现对多渠道销售与服务的集成、统一管理，就需要有一套完整的客户关系管理(以下简称为CRM)的理论与技术实现手段。因此，研究企业CRM的成功实施与应用对企业的发展具有极其重要的意义。本文旨在通过从企业实施CRM的技术平台与业务模型两个层面，针对我国企业实施CRM存在的瓶颈问题，提出企业成功实现CRM的业务模型—CCM。即通过数据采集→数据集中加工→数据分析→方案制定与改进。如此反复循环，客户关系管理得到不断上升。 本文共分四章： 首先介绍了CRM的概念与本质，分析了CRM形成的必然性与企业实施CRM存在的瓶颈问题。 第二章分析了CRM软件系统的结构、数据流程、信息与功能需求。 第三章分析了CRM系统的逻辑结构与网络设备，从硬件与软件两个方面提出了企业实施CRM系统的技术平台，同时结合PDCA循环理论提出了企业实施CRM系统的业务模型及基于此业务模型的CRM系统各个功能模块。 第四章针对企业实施CRM的瓶颈，围绕业务模型具体说明企业了CRM系统各功能模块的实现方法与应注意的问题及原则。更多还原

【Abstract】 The manage pattern which centers on customer is enterprises’symbol of new generation. In the daily intense competitive environments, more and more enterprises apply Customer Relationship Management(CRM) to keep and gain more valuable customers, and raise customers’ satisfaction degree and cut down enterprises’ cost. Therefore, in order to raise it’s competition, and increase profit, it is inexorable trend for enterprise to change it’s center from manufacture to customers and carry out CRM.To realize integration and management sales and service in different channels, enterprises need a set of complete theory and technique realization method of CRM. So, to research on application of CRM is important for enterprise’ development In light of restriction problem in application, this paper put forward business model from the two sides of technique platform and business model for enterprises to carry out CRM successfully.Data collection- data manufacture- data analysis- make plan.The paper is divided to four parts:In chapter 1, The conception and connotation of CRM is introduced at first and the necessity and restriction problem in enterprises are analyzed.In chapter 2, the structure and data process and demand of information and function is analyzed.In chapter 3, Logical structure and network equipment for CRM system is analyzed, the paper put forward technique platform from hardware and software two sides and business model combining PDCA circulatory theory, based on which every function module is also given for enterprise to apply CRM.In chapter 4, In view of the restriction in application of CRM in enterprises, the method to realize each function module is illustrated concretely.更多还原