【作者】 孙斌；

【导师】 薛大伸；

【作者基本信息】 大连海事大学 ， 管理科学与工程， 2008， 硕士

【摘要】 随着电子商务技术的迅猛发展和消费者消费价值观的转变,传统的CRM系统已无法满足大电子商务环境下企业了解客户个性化需要,提供个性化服务和产品的要求,面向电子商务的客户关系管理系统(eCRM)走进了人们的视野。它是在企业的产品和资源的基础上,以客户服务为中心,以赢得市场并取得最大回报为目标,通过信息的有效集成进行客户行为快速反应,给予客户一对一、交互式的个性化服务,增强企业竞争力和改进业务流程。XML技术作为一种通用的、独立于平台的、免费的技术标准决定了其在企业构建eCRM系统中所扮演的重要角色。本文旨在对XML技术如何应用在企业eCRM系统中进行研究。论文首先系统的阐述了CRM的理论思想和体系结构,针对当前业界对于eCRM混乱的认识,提出eCRM的本质和核心。接着,通过对XML相关标准的概念,工作环境和工作原理的介绍并结合eCRM系统的特点阐述XML技术在表示数据接口,定义业务功能和数据交换的应用,并对支持CRM的XML标准CPExchage进行了简单的介绍和发展前景的分析。最后,在前面进行的研究工作的基础上,设计了一个具有普遍适用性的基于XML数据交换的eCRM系统信息交换模型,对该系统的整体框架结构、功能子系统以及工作流程等方面进行详细的分析,并且采用JAVA Web框架对该系统进行部分功能的实现。目前,发展以客户为中心的科学的企业经营运作已成为国外企业运作的生命,而我国企业在这方面差距较大。论文通过对eCRM理论及相关技术的研究和探索,对国内企业面对新的竞争环境下的信息化建设起到了一定的抛砖引玉的作用。更多还原

【Abstract】 Along with the fierce development of E-Business technique and transformation of the customers’ expense values, traditional CRM can hardly satisfy the requirement of the customers’ individual need, service and product in the enterprise’s E-Business environment. The CRM applied to E-Business (eCRM) comes into the eyes of our people. It is the enterprise’s products and resources on the basis of customer service centres, to win market for the goal, through the effective integration of a rapid response customer behavior, giving customers one-on-one, interactive personalized services, improve the competitiveness of enterprises and improve business processes.As a generic, platform-independent and free technical standard, XML technique plays an important role in building eCRM system in the enterprises. This article aims at the application of XML technique in the enterprise eCRM system for research.The article first systematicly discusses the philosophy and architecture of CRM. In the view of the current confusion in the field for eCRM awarness, the essence and core of eCRM is proposed. Then through the concept of XML-related standards, the working environment and the principle combined the eCRM system’s characteristic, the article elaborates the expression data interface, the definition service function and the data exchange technology. Meanwhile, it carries on a brief introduction and development prospects of analysis to XML standard CPExchange supporting CRM.Finally, on the foundation of preceding research work, a universal modal of eCRM based on XML technique is presented and designed. It analyzes the frame structure, the subsystems and the work flow and realizes this system’s partial functions with the java web framework.At present, the development of a customer-centric scientific operation has become the life of the operation in foreign enterprises, while Chinese enterprises have a large disparity. The exploration and application of eCRM theory and technology in this thesis will function as clues for enterprises’ informatization in their new stage business competition activities.更多还原