客户中心关系管理系统研究
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。
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.
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。
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.
引文
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[2] Paul Greeenberg. CRM 软 件 商 评 估 — 全 球 透 视 2005[R]. http://www.gccrm.com/gb/member.jsp
[3] 何 荣 勤 . C R M 软 件 商 评 估 — 中 国 透 视 2 0 0 5 [ R ] . http://www.gccrm.com/gb/member.jsp
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[5] iCentera 4.1 Delivers Web 2.0 Features & Functions In On-Demand CRM Portals For Enterprise Communications. http://www.icentera.com/news/pr/pr20070123.asp
[6] Rajiv Dewan,Bing Jing,Abraham Seidmann. One-to-One Marketing on the internet[C]. Proceeding of the 20th international conference on Information System, 1999, 93-94
[7] Winer R S. A Framework for Customer Relationship Management[J]. California Management Review. 2001,43(4):89-105
[8] Rajiv Dewan, Bing Jing, Abraham Seidmann. One-to-One Marketing on the Internet[C]. Proceeding of the 20th international conference on Information System,1999:93-94
[9] 夏国恩,金炜东,张葛祥. 商务智能在中国的现状和发展研究[J]. 科技进步与对策,2006,1:173-176
[10] 程屿菲.智能化客户关系管理的理论与应用研究[硕士学位论文]. 武汉:武汉理工大学,2004.10
[11] Michael L.G.. IBM Data Warehousing With IBM Business Intelligence Tools[M]. John Wiley&Sons Inc 2003:3-6 [12〕余长慧,潘和平. 商业智能及其核心技术[J]. 计算机应用研究,2002,9:14-16
[13] 徐强. Web 数据挖掘在 CRM 中的应用研究[硕士学位论文]. 哈尔滨:哈尔滨工程大学, 2006.3
[14] 吴为,杨斌,朱仲英. 关于 CRM 系统技术的探讨[J]. 微型电脑应用,2002, 9(18) :5-17
[15] 叶 开 . 中 国 CRM 最佳 实务 [M]. 北 京 :电 子 工 业出 版 社 . 2003, 4
[16] Don Peppers, Martha Rogers, et al. Is your Company Ready for one to one Marketing[J]. Harvard Business Review. 1999, 1:151-160
[17] David Sims. What is CRM. http://www.CRMguru.com/crmtalk/advocates.htm. 2000, 3
[18] Jon Anton. The past present and future of Customer access centres[J]. International Journal of Service Industry Management. 2000, 11(2): 120-130
[19] 杨绍明. 基于 B/S 模式的 CRM 研究与应用[硕士学位论文]. 武汉:武汉理工大学.2004, 2
[20] 张学军,吴潇,刘翠响. CRM 实施宝典[M]. 北京:国防工业出版社,2005.1
[21] 朱云龙,南琳,王扶东. CRM 理念、方法与整体解决方案[M]. 北京:清华大学出版社,2004.7
[22] Chris Anderson. The Long Tail: Why the Future of Business Is Selling Less of More[M]. Publisher:Hyperion (July 11, 2006)
[23] 陆旸. 解析长尾[J]. 互联网周刊,2006,4(2):58-59
[24] 王超. 善用网络经济造就的“长尾”打开商机[J]. IT 时代周刊,2006,(23): 56-58
[25] 卜华白. 富足经济背景下“长尾市场”开发研究 [J].商业时代,2006,(12):38-40 [26〕Dias C. Corporate Portals: A literature review of a new concept in Information Management [J]. International Journal of Information Management, 2001, 21:269- 287.
[27] Fernando Bellas. Standards for second-generation portals[J]. IEEE Internet Computing, 2004,8(2),54-60.
[28] Christian M. Kaspar, Markus Burghardt, Svenja Hagenhoff. Web services for portlet integration into Corporate Portals[C]. International conference on internet computing 2004:841-845.
[29] Java Community Process. JSR168 Portlet Specification l.0[R]. Java Community Process, 2003
[30] 徐碧云,王志坚,张少柏. 企业信息门户关键技术研究[J]. 计算机应用研究,2005,(6):142-144
[31] 郭宇鹏. 基于 Portlet 的 E-CRM 系统应用研究[大连理工大学硕士学位论文]. 大连:大连理工大学.2006,4
[32] 钟勇,张海盛. 基于多 Agent 的中小企业信息门户研究[[J]. 计算机工程, 2004,5(10):60-61
[33] 孙晋文,肖建国. 基于Web Services的现代企业内容管理与知识集成技术[J].计算机工程. 2003,11(20): 72-74
[34] W3C.org. Web Services Architecture. http://www.w3.org/TR/ws-arch/, 2002
[35] Sung Ho Ha. Helping Online Customers Decide through Web Personalization [J].IEEE Intelligent Systems.2002(17):34-43
[36] 柴晓路,梁宇奇. Web Services 技术、架构和应用[M]. 北京:电子工业出版社,2003
[37] Molly W J. Web services in theory and practice[J]. E Content,2004,27(6): 30-35
[38] Snell J, Tidwell D, Kulchenko P. Programming Web Services with SOAP[M]. O'Reilly, 2002.
[39] 唐敏霞,吕嘉,陈正鸣. 基于 Web Services 的无线 CRM[J]. 河海大学常州分校学报.2005,19(1):18-21
[40] Stal M. Web Services : Beyond Component-based Computing[J]. Communication of the ACM, 2002 45(10):71-76
[41] Mack Hendricks, Ben Galbraith. Java Web 服务编程指南[M]. 北京:电子工业出版社,2002.10
[42] Steve Vinoski. Integration with Web Services [J].IEEE Internet Computing, 2003,7(6):75-77
[43] 张洋,张宜生,梁书云,李德群. 基于JXTA技术的汽车配套企业CRM系统研究与应用[J]. 计算机应用研究,2004,(01):232-234
[44] 沈笑莉, 王光明. P2P 环境下基于 Web 服务的电子商务模型研究[J]. 计算机工程与设计, 2007,(01):164-167
[45] Navaneeth Krishnan. The JXTA Solution to P2P[J], Java World http://javaworld.com/javaworld/jw-10-2001/jw-1019-jxta.html
[46] P r o j e c t J X T A . J X T A - J 2 S E P u b l i c A P I s J a v a D o c . http://platform.jxta.org/nonav/java/api/index.html. 2005.1
[47] J X T A v 2 . 0 P r o t o c o l s S p e c i f i c a t i o n [ S ] . http://spec.jxta.org/nonav/v1.0/docbook/JXTAProtocols.html
[48] 陈 钢,陈毛狗,柯 琼. 基于 JXTA 框架的同步协作平台的研究[J]. 计算机工程,2006,32(4):97-99
[49] Erasala N,Yen D C,Raikumar T M. Enterprise Application Integration in the Electronic Commerce World[J]. Computer Standards&Interfaces,2003,25: 69-82
[50] 顾诩,张申生,朱祥飞. 一种企业应用集成(EAI)方案的研究[J]. 计算机工程与应用,2003,(6):209-212
[51] 谢晓轩,张浩,夏敬华.企业应用集成综述[J].计算机工程与应用,2002,22:1-5
[52] OASIS CIQ V2.0 COMMITTEE SPECIFICATIONS / STANDARDS PAGE[S]. http://www.oasis-open.org/committees/ciq/ciq.html
[53] 赵文涛. 基于 JXTA 的个人门户平台的研究与设计[北京邮电大学硕士学位论文]. 北京:北京邮电大学.2006,3
[54] Oaks S,Traversat B,Gong L 著. JXTA 技术手册[M]. 北京:清华大学出版社,2004.4
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