【作者】 谢富强；

【导师】 唐耀庚；

【作者基本信息】 南华大学 ， 计算机应用技术， 2007， 硕士

【摘要】 随着Internet技术和信息技术的发展,电子商务得到了越来越广泛的应用。在“以客户为中心”的管理理念下,如何及时获取客户信息,如何通过完善的客户服务和深入的客户分析来满足客户的需求,为客户提供个性化和差异化服务,实现一对一营销已经成为客户关系管理系统的主要任务。然而,传统的客户关系管理(CRM)系统也有一些不足之处:如不能满足企业及时获取客户信息和与企业的电子商务协同工作的需要;而且,目前正在应用的CRM系统一般不具有开放性,只在企业内部使用,没有对外信息服务功能或服务功能有限。本文提出了客户中心关系管理(Customer-Centered Relationship Management, CCRM)系统模型来试图满足上述要求。介绍了实现CCRM系统涉及的理论基础及其关键技术,重点分析了所提出的CCRM系统模型的组成和结构。讨论了实现CCRM系统商务智能的关键技术,对CCRM综合数据分析模型进行了初步研究。对一个基于CCRM系统模型的营销实例进行了详细的分析与设计。本文提出的CCRM系统模型试图通过集成传统基于B/S架构的CRM系统,融合现今电子商务应用的新技术,如网络门户和P2P技术等,给普通客户给予足够重视,使企业及时获取客户信息和实现企业与客户间的沟通互动,有利于实现企业间协同商务,从而有助于利用电子商务改造传统企业,因此研究它有着一定的现实意义和应用价值。更多还原

【Abstract】 With the development of Internet and information technique, the application of E-Commerce is becoming more and more extensive. Under the enterprise management mode of customer-centered, it has become the main task of the customer relationship system that how to obtain the information of clients in time and how to meet requirements of customer through perfect customer service and thorough customer analysises, providing individual and different service and attaining one to one marketing. However, the traditional CRM systems cannot meet the needs of obtaining the customers information in time and cooperating with the E-Ccommerce. Moreover, the current CRM system isn’t open because it is used in the interior of enterprise and hasn’t external information service function or has limited service function.The Model of Customer-Centered Relationship Management (CCRM) System is provided to meet the above needs.The system framework of the CCRM is designed and the main function modules of the CCRM system are analyzed detail by detail. Key technology and relevant theory involved are introduced. Besides, the key technology of Business Intelligence application in the CCRM system is discussed and the model of an CCRM integrated data analysis is researched primarily. A practical marketing example based on the CCRM system model is designed in detail.The proposed CCRM system model integrates traditional CRM components based on B/S structure and melts some new E-Commerce technologies, such as Portal and P2P network technology and puts much value upon general customers so that it can meet the needs of promoting the intercommunion between enterprise and customer consumedly and obtaining the customers information in time. It supplies a solution for synchronous collaboration among enterprises. Meanwhile, it is helpful to rebuild traditional enterprises by using E-Commerce, so it has some practical value and good prospects.更多还原