面向CRM系统的网络架构设计与分析

发布时间：2018-03-12 18:33

本文选题：客户关系管理　切入点：网络架构　出处：《中国海洋大学》2013年硕士论文　论文类型：学位论文

【摘要】：进入21世纪，市场竞争早已不再是区域性，而是全球化。改革开放、加入世界贸易组织，给我国的经济发展既带来了机遇，也带来了挑战。企业间竞争的日趋激烈以及提供服务的不断完善，使得市场分割变得越来越细化。经过三十多年的改革开放和发展，中国的市场格局发生了一系列深刻的变化，中国市场变得越来越自由化。从改革开放初期的计划经济到现在的市场经济，，从由商家占主导地位的卖方市场到以客户为主的买方市场，虽然生产力逐年提高，产品和服务的多样性得到了很大的改善，但还远远不能满足客户的需求。当下，一个严峻的事实摆在了企业管理者的面前：不同的服务厂商之间提供的产品或服务差异性逐渐缩小，同质化趋势显著；靠价格和质量来赢得市场争取企业利润最大化在收入分配比例中已不再占据主要位置。在这种举步维艰的局面下，企业经过种种实践和尝试，发现唯有在努力提高产品质量和服务质量的同时，尽力满足客户提出的需求，以客户为服务中心，追求客户满意度和客户忠诚度，才有可能在激烈的竞争中站稳脚跟、脱颖而出。在这样的一种背景下，客户关系管理（CRM)的理念应运而生。不同的消费个体都有着各自的消费特点和消费习惯，另一方面，同一消费群体内部又存在着很大的消费习惯共同点。CRM通过研究、分析消费者的消费习惯与偏好，从而方便企业来认识客户的消费行为，并在此基础上吸引更多的新客户、保留原来的老客户，以提高客户的忠诚度，促进企业与客户的信息交流，实现企业利润的最大化。例如，挖掘供应商、经销商、企业员工和合作伙伴这些关系的潜在价值，保留并发展更大的消费群体，投消费者之所好，更好地为消费者提供服务和商品。促进企业高效运营，进行市场管理，提高员工工作热情和劳动生产率，更好的为营销活动提供指南。本文主要对CRM系统的网络架构的设计与实现进行了讨论与研究。首先介绍了目前CRM系统在国内外的研究现状与发展趋势，根据现有的技术讨论了本系统应用CRM的可行性和必要性。其次描绘了系统的整体方案部署，对系统的高层物理、软件技术架构进行了讨论设计，并在此基础上分别划分了功能模块，主要包括二维码扫描模块、短彩信收发模块、二代证身份认证模块、呼叫中心模块和邮件收发模块等。最后根据各模块具体功能对系统实验结果进行了展示与讨论。通过实验，进一步验证了该网络架构下的系统运行，肯定了该系统应用CRM的可行性与高效性。
[Abstract]:In 21th century, the market competition is no longer regional, but globalization. Reform and opening up, China's accession to the World Trade Organization has brought opportunities for China's economic development. It also brings challenges. With the increasingly fierce competition among enterprises and the continuous improvement of service provision, market segmentation has become more and more detailed. After more than 30 years of reform and opening up and development, a series of profound changes have taken place in the market pattern of China. The Chinese market is becoming more liberalized. From the planned economy in the early stage of reform and opening up to the present market economy, from the seller's market dominated by businessmen to the customer-oriented buyer's market, although the productivity has increased year by year, the diversity of products and services has been greatly improved. But it is far from meeting the needs of customers. At present, a grim fact has been put in front of enterprise managers: the differences of products or services provided by different service manufacturers are gradually shrinking, and the trend of homogeneity is obvious; Winning the market by price and quality to maximize the profits of enterprises is no longer the main position in the proportion of income distribution. In this difficult situation, the enterprises have experienced various practices and attempts. It is found that only when we strive to improve the quality of products and service, try to meet the needs of customers, take customer as the service center, and pursue customer satisfaction and customer loyalty, we can stand firm in the fierce competition. Stand out. In such a background, customer relationship management (CRM) concept came into being. Different consumer individuals have their own consumption characteristics and habits. On the other hand, there are a lot of common consumption habits within the same consumer group. CRM, through research, analyzes consumers' consumption habits and preferences. In order to facilitate enterprises to understand the consumer behavior of customers, and on this basis to attract more new customers, retain the original old customers, in order to improve customer loyalty, and promote the exchange of information between enterprises and customers. Maximize corporate profits. For example, tap the potential value of relationships between suppliers, dealers, employees and partners, preserve and develop a larger consumer base, To promote the efficient operation of enterprises, market management, staff enthusiasm and labor productivity, and better guide for marketing activities. This paper mainly discusses and studies the design and implementation of the network architecture of CRM system. Firstly, it introduces the current research status and development trend of CRM system at home and abroad. According to the existing technology, the feasibility and necessity of applying CRM to the system are discussed. Secondly, the overall scheme deployment of the system is described, and the high-level physics and software technical architecture of the system are discussed and designed. And on this basis, the functional modules are divided into two main modules, including the QR code scanning module, the short MMS transceiver module, the second generation identity authentication module. Finally, according to the specific functions of each module, the experimental results of the system are presented and discussed. Through the experiments, the system operation under the network architecture is further verified. The feasibility and efficiency of applying CRM to the system are confirmed.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52

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