基于会员通用积分的客户关系管理系统设计与实现

发布时间：2018-06-04 11:02

本文选题：CRM系统 + 数据挖掘　；参考：《河北科技大学》2017年硕士论文

【摘要】：当今商业竞争非常激烈,越来越多的商家意识到忠诚的客户是商业保持竞争优势的主要因素。对商家而言必须采取有效营销手段,才能在激烈的竞争中稳定持续的发展。而利用现代信息资源技术,开发和利用CRM(Customer Relationship Management,客户关系管理)系统,采取有针对性营销策略,是现代新型营销行之有效的重要手段。本论文阐述了基于会员通用积分机制的客户关系管理系统的设计与实现过程。系统的开发采用Java2 Platform Enterprise Edition作为开发工具和采用了Browser/Server框架结构。通过对商场客户功能需求和性能需求进行分析,系统实现了会员积分管理、会员类型分析、会员维系管理、商品销售管理等主要功能。本系统运用聚类分析中的K均值聚类算法基于会员的平均购买额、购买频率、客户保持时间构建会员分类的数学模型,并运用此模型对商场积累的大量客户信息进行分析,实现了对会员的分类。根据会员分类结果,通过短信、电子邮件等手段针对不同类型的会员采取不同类型的营销策略,有效增强客户的黏性和忠诚度。最后为保障该系统在应用中能够平稳运行,在实现商场需求功能的基础上,对各软件模块进行了功能和性能测试,测试结果达到了预期设计目标。该系统被应用后,经过一段时间的使用,运行稳定,效果良好,促进了商场销售额的提高,也进一步验证了系统的有效性和可靠性。
[Abstract]:Nowadays, the business competition is very fierce, more and more merchants realize that loyal customers are the main factor to keep the business competitive advantage. In order to develop steadily and continuously in the fierce competition, the business must take effective marketing means. Using modern information resource technology, developing and utilizing CRM(Customer Relationship management, customer relationship management) system, adopting targeted marketing strategy, is an important and effective means of modern new marketing. This paper describes the design and implementation of a customer relationship management system based on the general membership integration mechanism. The development of the system adopts Java2 Platform Enterprise Edition as the development tool and Browser/Server framework structure. By analyzing the functional and performance requirements of customers, the system realizes the main functions such as member score management, member type analysis, membership maintenance management, commodity sales management and so on. This system uses the K-means clustering algorithm in cluster analysis to construct the mathematical model of membership classification based on the average purchase amount, purchase frequency and customer retention time of members, and analyzes a large amount of customer information accumulated in shopping malls. The classification of members is realized. According to the results of membership classification, different types of marketing strategies are adopted for different types of members by means of short message, email and so on, so as to effectively enhance the customer's viscosity and loyalty. Finally, in order to ensure that the system can run smoothly in the application, the function and performance of each software module are tested on the basis of realizing the function of market requirement, and the test results reach the expected design goal. After being used for a period of time, the system runs stably and has a good effect. It promotes the increase of the sales volume of the shopping mall, and further verifies the validity and reliability of the system.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.52

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