【作者】 刘波；

【导师】 高宏；

【作者基本信息】 天津大学 ， 管理科学与工程， 2009， 硕士

【摘要】 随着计算机技术、网络技术和现代通信技术在商务领域的广泛应用,电子商务应运而生。新的商务模式引发了企业经营管理模式的深刻变革,它在为企业带来新的利润增长点的同时也大大加剧了企业之间的竞争程度。而随着卖方市场向买方市场的转变,客户日益成为企业获得利润和竞争优势的重要资源,谁能掌握客户的需求趋势,加强与客户的关系,有效发掘和管理客户资源,谁就能获得市场竞争优势,在激烈的竞争中立于不败之地。因而,伴随着电子商务的发展而产生的客户关系管理系统—eCRM已成为企业制胜的关键。本文以新疆天业节水灌溉公司为背景,首先,阐述了论文的选题背景、研究意义以及国内外的研究现状,介绍了新疆天业节水公司的基本情况和公司的组织结构,探讨了企业eCRM的相关的理论基础。其次,详细分析了天业节水公司eCRM的应用现状,包括公司eCRM各功能模块和主要技术。再次,进行天业节水公司eCRM评价体系的设计,确定具体的评价指标,构建了eCRM实施效果模糊综合评价数学模型,并用此模型对天业节水公司eCRM实施效果进行模糊综合评价。结合评价的数据结果,并综合分析各种因素,概括了天业节水公司在eCRM实施的整个过程中存在的一些问题。最后,针对天业节水公司eCRM的实施情况,提出了的相应改进措施,包括组织结构调整、流程重组、改进客户数据库、建立客户投诉系统和提高企业人员素质及完善企业文化等。更多还原

【Abstract】 The wide application of technology of the computer,network and modern telecommunication in commercial fields brings forth electronic commerce,the new trading model causes the substantial change in the enterprise management,which also brings the increasing point of the new interest to the enterprises and intensifies the market competition.As the transition of the sale to buy market,the customers are becoming the important source.Those who can get the advantage of market competition will get success.So it is the key to set up the eCRM system for the enterprises.In the paper , Under the background of Tianye Water-saving irrigation Company,firstly we expound the underground of thesis topics,the significance of this research and the status quo of this field. Simultaneously,We introduce this company’s general situation and organization structure,and discuss the related theoretical basis about the eCRM,Secondly,The applied actualities of the company’s eCRM are analyzed,including the eCRM’s function modules and main technics.Afterwards,we design the evaluation system and its concern index about the company’s eCRM and build the fuzzy comprehensive evaluation model to judge the effect of the company’s eCRM.According to the result,we analyzed various factors and generalized some problems in process of executing eCRM. Finally,In allusion to the situation of the company’s eCRM , we bring forward the corresponding measures to improve it,which include organizational restructuring,reengineering,the establishment of customers’database and of the system about lodging complaint,making the company’s Business culture perfect and so on.更多还原