【作者】 张鲲；

【导师】 倪志伟；

【作者基本信息】 合肥工业大学 ， MBA， 2008， 硕士

【摘要】 客户关系管理(CRM)是适应“以产品为中心”到“以客户为中心”的经营模式转变而发展起来的新的管理理念,它的目标是提高客户满意度和忠诚度。智能客户关系管理的根本实质是将知识管理、数据挖据等智能技术引入到CRM中,根据企业中储存的客户知识来识别具有潜在价值的客户,从而掌握、发掘和引导客户需求,保持老客户,开拓新客户,提高企业的竞争力。本文在总结分析客户关系管理以及知识管理的基础上,对智能客户关系管理系统的整个框架进行阐述,论文的主要工作如下:1.分析了知识管理和客户关系管理之间的相互联系,并且根据知识的表现形式对知识进行分类。2.本文根据客户对企业的贡献度对客户的价值进行定位和评估,根据客户的价值度将客户群体划分成四种类型。根据客户和企业之间的交流程度以及客户对企业的利润贡献度将客户关系的发展分成四个阶段:考察期、形成期、稳定期和退化期,并对客户生命周期利润进行分析研究。3.本文在对基于知识管理的智能客户关系管理进行理论研究的同时,还对整个系统实施的风险和关键问题进行系统的说明和分析。更多还原

【Abstract】 As the business mode transformed from "centered on products" to "centered on customer", a brand new management idea-Customer Relationship Management(CRM) came out. The idea takes customer satisfaction and loyalty as its goal. The fundamental essence of intelligent CRM is to introduce Knowledge Management (KM) and Data Mining (DM) to CRM, and to achieve the identification of potential valuable customers by dealing with the enterprise accumulated customer knowledge, then to find and guide the needs of customers to keep the original customers and to develop new ones. Finally, the improvement of enterprise competitiveness will be achieved.Through the analysis of CRM and KM, this paper outlined the framework of intelligent CRM, details as following:1. Discussion of the correlation between CRM and KM, and category of knowledge by its appearing forms.2. This paper defines and evaluates the customer according to their contribution to the enterprise, and divides the customer group to four categories. And we divide the development of customer relationship to four stages according to the communication between customers and the corporation and the contribution to the corporation profits: observing period, developing period, stable period, and recessing period. And we analyzed the profit of customer life cycle.3. This paper focuses on the research of Intelligent CRM based on KM, meanwhile systematically tells and analysis the risk and key points during the rollout of the whole system.更多还原