基于XML技术的eCRM系统的研究与设计
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。
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.
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。
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.
引文
[1]何荣勤.CRM原理·设计·实践[M].北京:电子工业出版社,2006.
[2]屠见飞,贺晓波.基于XML的CRM系统的数据代理[J].成组技术与生产现代化,2003,20(3):19-24.
[3]管政,魏冠明.中国企业CRM实施[M].北京:人民邮电出版社,2003.
[4]Gartner Group.Strategic planning.Research Note,2001:79-95.
[5]Osterle H,Muther A.Electronic customer care-Neue Wege zum Kunden[J].Wirtschaftsinformatik,1998,40(2):105-113.
[6]Schulze J,Bath V,Osterle H.Customer relationship management:Konzept,Potentiale and methodische einfuhrung[C].HMD 37,2002:2-18.
[7]Ronald S.Accelerating Customer Relationship:Using CRM and Relationship Technologies[M].Prentice-Hall,2001.
[8]Romono Jr.Customer relationships management in information systems research[C].Proceeding of the America's Conference on Information Systems(AIS 2000),Longbeach,California,USA,2000:811-819.
[9]Burghard C,Galimi J.Customer relationship management-new MCO catalyst[J].Gartner Advisory,2001:102-104.
[10]李梦蛟.基于eCRM的航空器材供应链的研究和实现:(硕士学位论文).上海:华东师范大学.2007
[11]叶开.个性化的eCRM和电子商务[J].电子商务,2004,49(08):88-89.
[12]吴允刚.eCRM的原理和实施:(硕士学位论文).武汉:武汉理工大学,2002.
[13]贾凡.电子商务中的客户关系管理—E—CRM[J].河北科技师范学院(社会科学版),2004,3(02):100-102
[14]Paul B著.王敏,刘祥亚译.实时的客户关系管理[M].北京:机械工业出版社,2002,1.
[15]晁晶.基于商务网站的客户关系管理系统研究:(硕士学位论文).广东:广东工业大学,2003,4.
[16]仲秋雁,肖南.电子商务环境下CRM的体系结构[J].大连理工大学学报(社会科学版),2002,3(23):5-10.
[17]王广宇,江鹏程,丁华明.CRM全面支持电子商务[J].中国计算机报,2005,(1):25-30.
[18]叶开.中国CRM最佳实务[M].北京:电子工业大学出版社,2005,4.
[19]杨永恒.客户关系管理[M].东北财经大学出版社,2002.
[20]周国华,叶乃圻.电子商务时代的客户关系管理及其效用[J].西南交通大学学报(社会科学版),2003,3(2):32-34.
[21]范国平.新概念XML教程[M].北京:北京科海集团公司,2001:82-83.
[22]W3C.Extensible Markup Language(XML)1.0 Specification.W3C Recommendation 1998-02-10.http://www.w3.org/TR/REC-xml.
[23]杜大鹏.XML实用大全[M].北京:北京水利水电出版社,2001.
[24]张家耕,谢晓竹.XML网络编程技术[M].国防工业出版社,2002.
[25]W3CXML Schema Part1:Structure W3C Recommendation 2 May 2001.http://www.w3.org/TR/2001/REC-xmlschma-l-20010502.
[26]W3C Extensible Stylesheet Language(XSL)Version 1.0.http://www.w3.org/TR/XSL.W3C Working Draft 18 October 2000.
[27]Document Object Model(DOM)Level 1 Specification Version 1.http://www.w3c.org/TR/1998/REC-D0M-Level-l-19981001.
[28]W3C XML Lingking Language(XLink).W3C Working Draft 16 December 1998 http://www.w3c.org/TR/1998/WD-xlinkl998-03-03.html.
[29]郝莹.XML-电子商务发展的新技术[J].微电子学和计算机.2001,4:50-51
[30]LaurentSS.XML基础与应用[M].云舟工作室译.北京:中国水利水电出版社,2002.
[31]胡彦.XML技术与B2B电子商务发展[J].电脑开发与应用,2002,13(09):34-37.
[32]庞启盛,杨东勇.基于XML的CRM系统的研究和实现[J].计算机工程与设计,2006,27(14):2637-2639.
[33]刘秀锋.基于XML的B2C电子商务系统的研发:(硕士学位论文).广东:广东工业大学,2003,4.
[34]柳胜国.XML技术及其在电子商务中的应用[J].情报技术,2001,11:14-15.
[35]Customer Profile Exchange(CPEX)Working Group.http://xml.coverpages.org/cpex.html.
[36]http.//image.ccident.com/economics/comment/2001/01/18/61_4482.html.
[37]John W,Thomas P.Customer Relationship Management Essential.Prima Publishing,2000.
[38]张林龙.电子商务环境下CRM的发展[J].现代情报,2003,9:209-210.
[39]http://www.pcdog.com/edu/oracle/2006/06/f131361.html.
[40]王震国.电子商务网站的客户关系管理:(硕士学位论文).河海大学,2004,3.
[41]齐佳音,韩新民,李怀祖.我国客户关系管理研究的紧迫性和方向性分析[J].管理学学报,2002,5(4):88-94.
[42]Bourret R.XML and Databases. http://www.rpbourrent.com/xml/xmlanddatabases.html.
[43]孙菁.基于XML的CRM及其客户满意度评价研究:(硕士学位论文).南京:南京航空航天大学,2003,2.
[44]John B.XML Basics for Data Exchange.http://otn.oracle.com/tech/xml/pdf/427.pdf.
[45]沈永光.基于XML数据交换平台的研究和应用:(硕士学位论文).沈阳:沈阳工业大学,2005,2.
[46]郭宇鹏.基于Portlet的E-CRM系统应用研究:(硕士学位论文).大连:大连理工大学,2006,4.
[47]蔡敏,徐慧慧,黄炳强著.UML基础与Rose建模教程[M].北京:人民邮电出版社,2006.
[48]邝广武,王晓敏.信息系统分析与设计[M].北京:清华大学出版社,2002.
[49]卢菊平,郭江杰.精通JSP+XML+CSS网络开发混合编程[M].北京:电子工业出版社,2006,5.
[50]黄莹,杨明福.使用DOM对象实现XML与数据库的交互[J].微型电脑应用,2001,3:34-36.
[51]孙卫琴.精通Struts:基于MVC的JAVA Web设计与开发[M].北京:电子工业出版社,2006,2.
[52]杨磊,陈凌云.Eclipse Web开发—Java体系结构,工具,框架及整合应用[M].北京:人民邮电出版社,2006,10.
[53]Jon Bosak.http://ontolog.cim3.net/cgi-bin/wiki.pl7JonBosak.
[54]Kimbro Staken.Introduction to Native XML Database.http://www.XML.com/pub/a/2001/10/31/nativeXMLdb.html
[55]Mike Hogen.The Foundation for the Future.http://www.XML.org/XML/XML_foundation_future.htm.
[56]Ann Navarro著,周生炳译.XML从入门到精通[M].北京:电子工业出版社,2006.
[57]李寅,林宣雄.基于Web的XML数据交换技术[J].计算机系统应用,2000,11,25-27.
[58]陈锦辉,王景皓.XML与JAVA程序设计大全[M].北京:中国铁道出版社,2002.
[59]吴杰.XML应用教程[M].北京:清华大学出版社,2005.
[60]Eckel著,陈昊鹏等译.JAVA编程思想(第3版)[M].北京:机械工业出版社,2005.
[2]屠见飞,贺晓波.基于XML的CRM系统的数据代理[J].成组技术与生产现代化,2003,20(3):19-24.
[3]管政,魏冠明.中国企业CRM实施[M].北京:人民邮电出版社,2003.
[4]Gartner Group.Strategic planning.Research Note,2001:79-95.
[5]Osterle H,Muther A.Electronic customer care-Neue Wege zum Kunden[J].Wirtschaftsinformatik,1998,40(2):105-113.
[6]Schulze J,Bath V,Osterle H.Customer relationship management:Konzept,Potentiale and methodische einfuhrung[C].HMD 37,2002:2-18.
[7]Ronald S.Accelerating Customer Relationship:Using CRM and Relationship Technologies[M].Prentice-Hall,2001.
[8]Romono Jr.Customer relationships management in information systems research[C].Proceeding of the America's Conference on Information Systems(AIS 2000),Longbeach,California,USA,2000:811-819.
[9]Burghard C,Galimi J.Customer relationship management-new MCO catalyst[J].Gartner Advisory,2001:102-104.
[10]李梦蛟.基于eCRM的航空器材供应链的研究和实现:(硕士学位论文).上海:华东师范大学.2007
[11]叶开.个性化的eCRM和电子商务[J].电子商务,2004,49(08):88-89.
[12]吴允刚.eCRM的原理和实施:(硕士学位论文).武汉:武汉理工大学,2002.
[13]贾凡.电子商务中的客户关系管理—E—CRM[J].河北科技师范学院(社会科学版),2004,3(02):100-102
[14]Paul B著.王敏,刘祥亚译.实时的客户关系管理[M].北京:机械工业出版社,2002,1.
[15]晁晶.基于商务网站的客户关系管理系统研究:(硕士学位论文).广东:广东工业大学,2003,4.
[16]仲秋雁,肖南.电子商务环境下CRM的体系结构[J].大连理工大学学报(社会科学版),2002,3(23):5-10.
[17]王广宇,江鹏程,丁华明.CRM全面支持电子商务[J].中国计算机报,2005,(1):25-30.
[18]叶开.中国CRM最佳实务[M].北京:电子工业大学出版社,2005,4.
[19]杨永恒.客户关系管理[M].东北财经大学出版社,2002.
[20]周国华,叶乃圻.电子商务时代的客户关系管理及其效用[J].西南交通大学学报(社会科学版),2003,3(2):32-34.
[21]范国平.新概念XML教程[M].北京:北京科海集团公司,2001:82-83.
[22]W3C.Extensible Markup Language(XML)1.0 Specification.W3C Recommendation 1998-02-10.http://www.w3.org/TR/REC-xml.
[23]杜大鹏.XML实用大全[M].北京:北京水利水电出版社,2001.
[24]张家耕,谢晓竹.XML网络编程技术[M].国防工业出版社,2002.
[25]W3CXML Schema Part1:Structure W3C Recommendation 2 May 2001.http://www.w3.org/TR/2001/REC-xmlschma-l-20010502.
[26]W3C Extensible Stylesheet Language(XSL)Version 1.0.http://www.w3.org/TR/XSL.W3C Working Draft 18 October 2000.
[27]Document Object Model(DOM)Level 1 Specification Version 1.http://www.w3c.org/TR/1998/REC-D0M-Level-l-19981001.
[28]W3C XML Lingking Language(XLink).W3C Working Draft 16 December 1998 http://www.w3c.org/TR/1998/WD-xlinkl998-03-03.html.
[29]郝莹.XML-电子商务发展的新技术[J].微电子学和计算机.2001,4:50-51
[30]LaurentSS.XML基础与应用[M].云舟工作室译.北京:中国水利水电出版社,2002.
[31]胡彦.XML技术与B2B电子商务发展[J].电脑开发与应用,2002,13(09):34-37.
[32]庞启盛,杨东勇.基于XML的CRM系统的研究和实现[J].计算机工程与设计,2006,27(14):2637-2639.
[33]刘秀锋.基于XML的B2C电子商务系统的研发:(硕士学位论文).广东:广东工业大学,2003,4.
[34]柳胜国.XML技术及其在电子商务中的应用[J].情报技术,2001,11:14-15.
[35]Customer Profile Exchange(CPEX)Working Group.http://xml.coverpages.org/cpex.html.
[36]http.//image.ccident.com/economics/comment/2001/01/18/61_4482.html.
[37]John W,Thomas P.Customer Relationship Management Essential.Prima Publishing,2000.
[38]张林龙.电子商务环境下CRM的发展[J].现代情报,2003,9:209-210.
[39]http://www.pcdog.com/edu/oracle/2006/06/f131361.html.
[40]王震国.电子商务网站的客户关系管理:(硕士学位论文).河海大学,2004,3.
[41]齐佳音,韩新民,李怀祖.我国客户关系管理研究的紧迫性和方向性分析[J].管理学学报,2002,5(4):88-94.
[42]Bourret R.XML and Databases. http://www.rpbourrent.com/xml/xmlanddatabases.html.
[43]孙菁.基于XML的CRM及其客户满意度评价研究:(硕士学位论文).南京:南京航空航天大学,2003,2.
[44]John B.XML Basics for Data Exchange.http://otn.oracle.com/tech/xml/pdf/427.pdf.
[45]沈永光.基于XML数据交换平台的研究和应用:(硕士学位论文).沈阳:沈阳工业大学,2005,2.
[46]郭宇鹏.基于Portlet的E-CRM系统应用研究:(硕士学位论文).大连:大连理工大学,2006,4.
[47]蔡敏,徐慧慧,黄炳强著.UML基础与Rose建模教程[M].北京:人民邮电出版社,2006.
[48]邝广武,王晓敏.信息系统分析与设计[M].北京:清华大学出版社,2002.
[49]卢菊平,郭江杰.精通JSP+XML+CSS网络开发混合编程[M].北京:电子工业出版社,2006,5.
[50]黄莹,杨明福.使用DOM对象实现XML与数据库的交互[J].微型电脑应用,2001,3:34-36.
[51]孙卫琴.精通Struts:基于MVC的JAVA Web设计与开发[M].北京:电子工业出版社,2006,2.
[52]杨磊,陈凌云.Eclipse Web开发—Java体系结构,工具,框架及整合应用[M].北京:人民邮电出版社,2006,10.
[53]Jon Bosak.http://ontolog.cim3.net/cgi-bin/wiki.pl7JonBosak.
[54]Kimbro Staken.Introduction to Native XML Database.http://www.XML.com/pub/a/2001/10/31/nativeXMLdb.html
[55]Mike Hogen.The Foundation for the Future.http://www.XML.org/XML/XML_foundation_future.htm.
[56]Ann Navarro著,周生炳译.XML从入门到精通[M].北京:电子工业出版社,2006.
[57]李寅,林宣雄.基于Web的XML数据交换技术[J].计算机系统应用,2000,11,25-27.
[58]陈锦辉,王景皓.XML与JAVA程序设计大全[M].北京:中国铁道出版社,2002.
[59]吴杰.XML应用教程[M].北京:清华大学出版社,2005.
[60]Eckel著,陈昊鹏等译.JAVA编程思想(第3版)[M].北京:机械工业出版社,2005.