企业CRM技术平台与业务模型的构建及其应用研究
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摘要
以客户为中心的经营模式是新一代企业经营的标志。在当今竞争日益激烈的环境下，越来越多的企业开始通过实施客户关系管理系统来保持和赢得更多的有价值的客户，进而提高客户的忠诚度、满意度以及降低企业经营成本；因此，要提高企业竞争力、变生产中心为客户中心从而提高企业利润，实施CRM系统是必然的趋势。
企业如何实现对多渠道销售与服务的集成、统一管理，就需要有一套完整的客户关系管理(以下简称为CRM)的理论与技术实现手段。因此，研究企业CRM的成功实施与应用对企业的发展具有极其重要的意义。本文旨在通过从企业实施CRM的技术平台与业务模型两个层面，针对我国企业实施CRM存在的瓶颈问题，提出企业成功实现CRM的业务模型—CCM。即通过数据采集→数据集中加工→数据分析→方案制定与改进。如此反复循环，客户关系管理得到不断上升。
本文共分四章：
首先介绍了CRM的概念与本质，分析了CRM形成的必然性与企业实施CRM存在的瓶颈问题。
第二章分析了CRM软件系统的结构、数据流程、信息与功能需求。
第三章分析了CRM系统的逻辑结构与网络设备，从硬件与软件两个方面提出了企业实施CRM系统的技术平台，同时结合PDCA循环理论提出了企业实施CRM系统的业务模型及基于此业务模型的CRM系统各个功能模块。
第四章针对企业实施CRM的瓶颈，围绕业务模型具体说明企业了CRM系统各功能模块的实现方法与应注意的问题及原则。
The manage pattern which centers on customer is enterprise
s'symbol of new generation. In the daily intense competitive environments, more and more enterprises apply Customer Relationship Management(CRM) to keep and gain more valuable customers, and raise customers' satisfaction degree and cut down enterprises' cost. Therefore, in order to raise it's competition, and increase profit, it is inexorable trend for enterprise to change it's center from manufacture to customers and carry out CRM.
To realize integration and management sales and service in different channels, enterprises need a set of complete theory and technique realization method of CRM. So, to research on application of CRM is important for enterprise' development In light of restriction problem in application, this paper put forward business model from the two sides of technique platform and business model for enterprises to carry out CRM successfully.
Data collection- data manufacture- data analysis- make plan.
The paper is divided to four parts:
In chapter 1, The conception and connotation of CRM is introduced at first and the necessity and restriction problem in enterprises are analyzed.
In chapter 2, the structure and data process and demand of information and function is analyzed.
In chapter 3, Logical structure and network equipment for CRM system is analyzed, the paper put forward technique platform from hardware and software two sides and business model combining PDCA circulatory theory, based on which every function module is also given for enterprise to apply CRM.
In chapter 4, In view of the restriction in application of CRM in enterprises, the method to realize each function module is illustrated concretely.
企业如何实现对多渠道销售与服务的集成、统一管理，就需要有一套完整的客户关系管理(以下简称为CRM)的理论与技术实现手段。因此，研究企业CRM的成功实施与应用对企业的发展具有极其重要的意义。本文旨在通过从企业实施CRM的技术平台与业务模型两个层面，针对我国企业实施CRM存在的瓶颈问题，提出企业成功实现CRM的业务模型—CCM。即通过数据采集→数据集中加工→数据分析→方案制定与改进。如此反复循环，客户关系管理得到不断上升。
本文共分四章：
首先介绍了CRM的概念与本质，分析了CRM形成的必然性与企业实施CRM存在的瓶颈问题。
第二章分析了CRM软件系统的结构、数据流程、信息与功能需求。
第三章分析了CRM系统的逻辑结构与网络设备，从硬件与软件两个方面提出了企业实施CRM系统的技术平台，同时结合PDCA循环理论提出了企业实施CRM系统的业务模型及基于此业务模型的CRM系统各个功能模块。
第四章针对企业实施CRM的瓶颈，围绕业务模型具体说明企业了CRM系统各功能模块的实现方法与应注意的问题及原则。
The manage pattern which centers on customer is enterprise
s'symbol of new generation. In the daily intense competitive environments, more and more enterprises apply Customer Relationship Management(CRM) to keep and gain more valuable customers, and raise customers' satisfaction degree and cut down enterprises' cost. Therefore, in order to raise it's competition, and increase profit, it is inexorable trend for enterprise to change it's center from manufacture to customers and carry out CRM.
To realize integration and management sales and service in different channels, enterprises need a set of complete theory and technique realization method of CRM. So, to research on application of CRM is important for enterprise' development In light of restriction problem in application, this paper put forward business model from the two sides of technique platform and business model for enterprises to carry out CRM successfully.
Data collection- data manufacture- data analysis- make plan.
The paper is divided to four parts:
In chapter 1, The conception and connotation of CRM is introduced at first and the necessity and restriction problem in enterprises are analyzed.
In chapter 2, the structure and data process and demand of information and function is analyzed.
In chapter 3, Logical structure and network equipment for CRM system is analyzed, the paper put forward technique platform from hardware and software two sides and business model combining PDCA circulatory theory, based on which every function module is also given for enterprise to apply CRM.
In chapter 4, In view of the restriction in application of CRM in enterprises, the method to realize each function module is illustrated concretely.
引文
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[2]姜旭平．信息系统开发方法——方法、策略、技术、工具、与发展．1986．北京：清华大学出版社．
[3](美)詹母斯．马丁著，耿继秀译．战略数据规划方法学．1994．北京：清华大学出版社．
[4]王迎军．，2001．供应链管理实用建模方法及数据挖掘．北京：清华大学出版社．
[5](美)因曼著，王志海等译．数据仓库．2000．北京：机械工业出版社．
[6]英文／(美)格林斯坦，法因曼著．电子商务：安全、风险管理与控制．2000．北京：机械工业出版社．
[7](美)鲍尔索克斯．克劳斯著，林国龙等译．物流管理：供应链过程的一体化．1999．北京：机械工业出版社．
[8](美)爱比．科瑞著，钟鸣等译．Oracle初学者指南．1998．北京：机械工业出版社．
[9](美)莫里森著，蒋蕊等译．Oracle数据库指南．1999．北京：机械工业出版社．
[10](美)罗纳德．s.史威福特著，杨东龙等译．客户关系管理．2001．北京：中国经济出版社．
[11]黎连业．网络工程与综合布线系统．1997．北京：清华大学出版社．
[12]Andrew S.Tanenbaum著，熊桂喜等译．计算机网络．1998．北京：清华大学出版社．
[13]湖南拓维信息系统有限公司CRM项目组资料．
[14]湖南长沙力元新材料有限公司MRPⅡ项目组资料．
[15]汪成为等．面向对象分析、设计及应用．1992．北京：国防工业出版社．
[16]张海藩．软件工程导论．1998．北京：清华大学出版社．
[17]张卫民等．Java语言与全球网．1997．北京：人民邮电出版社．
[18]王克宏主编．刘波等编著．最新Java核心类库详解．1997．北京：清华大学出版社．
[19]俞盘祥．Oracle数据库系统基础．1995．北京：清华大学出版社．
[20]沈佩娟．Oracle数据库管理及应用开发．1990．北京：清华大学出版社．
[21]孔凡军．销售诀窍和顾客心理．1990．北京：中国人民大学出版社．
[22]吴健安．市场学．1992．昆明：云南人民出版社．
[23]韩德昌．市场营销理论与实务．1994．天津大学出版社．
[24]温咏棠．HRPⅡ制造资源计划系统．1994．北京：机械工业出版社．
[25]高阳．计算机网络原理与实用技术．1998．长沙：中南工业大学出版社．
[26]李伯虎．计算机集成制造系统(CIMS)约定、标准、与实施指南．1994．北京：兵器工业出版社．
[27]赖富军，周婷．1997，2．数据仓库及其相关技术．软件世界．
[28]周三多等．管理学原理与方法(第三版)．1999．上海：复旦大学出版社．
[29]宋华．CRM客户关系管理：企业制胜之道．工业企业管理，2001；4．
[30]范玉钵．以高素质战略营造用户完全满意—华联“一个基础，三个优势”的经营模式．中国质量，2001；5．
[31]刘洋．网络经济时代的客户关系管理．经济管理，2001；2．
[32]成栋．正确理解客户关系管理．管理现代化，2001；3．
[33]邓超．CRM—我国企业电子商务应用的新领域．中南工业大学学报社会科学版，2001专辑．
[34]杜丽萍．双蠃的策略—客户关系管理．中国中小企业，2001；8．
[35]李显君．客户关系管理．企业管理，2001；3．
[36]田同生．CRM—企业竞争优势的助推器．管理信息系统，2001；3．
[37]彭璧玉．现代企业的客户资本管理．经济管理，2002；2．
[38] 吕瑞华．CRM离我国中小企业有多远．中国软科学，2002；1．
[39] 李先国．中国企业实施CRM系统应注意的几个问题．市场营销，2002；1．
[40] 赵宏．利用CRM留住客户．市场营销，2002；1．
[41] 闯少铭．CRM在电子商务中的作用．技术经济，2002；2．
[42] Adelman, L., 1992. Evaluating Decision Support And Expert Systems. Wiley, New York.
[43] Aldag, R.J., Power, D.J., 1986. An empirical assessment of computerassisted decision analysis. Decision Sciences 17, 572±588.
[44] Ang, S., Cummings, L.L., Straub, D.W., Earley, P.C., 1993. The e. ects of information technology and the perceived mood of the feedback giver on feedback seeking. Information Systems Research 4(3), 240±261.
[45] Angelides, M., Doukidis, G., 1990. Is there a place in or for intelligent tutoring systems? J. Oper. Res. Soc. 41(6), 491±503.
[46] Argote, L., Goodman, P.S., 1986. In: Davis, D.D. (Ed.), The organizational implications of robotics. Managing Technological Innovation. Jossey-Bass, San Francisco, pp. 127±153.
[47] Berkowitz, L., Donnestein, E., 1982. External validity is more than skin deep: some answers to criticisms of laboratory experiments. American Psychologist 37(3), 245±257.
[48] Boritz, J.E., Kennedy, D. B., 1995. E. ectiveness of neural network types for prediction of business failure. Expert Systems With Applications: An International Journal 9(4), 503±512.
[49] Cats-Baril, W., Huber, G. P., 1987. Decision support
systems for illstructured problems: an empirical study. Decision Sciences 18,350 ± 372．
[50] Coll, R. , Coll, J. H. , Rein, D., 1991． The elect of computerized decision aids on decision time and decision quality. Information and Management 20 (2) , 75±81．
[51] DeLone, W. H. , McLean, E. R. , 1992． Information systems success: the quest for the dependent variables. Information Systems Research 3 (1) , 60±95．
[52] Freundlich, Y. , 1990． Transfer pricing : integrating expert systems in MIS environments. IEEE Expert 5 (1) , 54±62．
[53] Fuerst, W. L. , Cheney, P. H. , 1982． Concepts theory and techniques: factors ejecting the perceived utilization of computer-based decision support systems in the oil industry. Decision Science 13 (3) , 554 ± 569．
[54] Giarratano, J., Riley, G. , 1989． Expert Systems: Principles and Programming. PSW-Kent, Boston, MA. Gill, T.G., 1995． Early expert systems: where are they now? MIS Quarterly 19 (1) , 51±81．
[55] Gordon, B. , Hevner, A. , Power, D. J. , 1986a. Decision insight systems for microcomputers: a critical evaluation. Computer. Operation. Research. 3(2 ± 3) , 287 ± 300．
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