广发基金CRM系统的设计与实现
发布时间：2018-10-14 13:13
【摘要】：随着互联网金融的深入及大数据时代的到来,CRM有着容易与公司的营销战略结合在一起的性质,所以引进CRM等于营销的等式自然而然成立。公司认识到,CRM是解决营销问题的根本所在,而引进能够系统分析客户信息的工具变成了营销战略的第一步。这就是无论在什么行业,CRM一夜之间受到了人们的关注,从而形成引进CRM的原因。 本论文以广发基金CRM项目为背景,以CRM基础理论作为出发点,对广发基金客户关系管理业务进行了深入的可行性分析,在针对目前广发基金销售条线业务现状的基础上选择了最适合的运营型CRM客户关系管理系统,在确定了CRM系统类型后,对广发基金业务部门进行了深入的需求调研,并结合调研结果完成了专业的业务需求分析,制定了详细的需求范围说明书,全文的主要工作如下： 从CRM的定义,金融机构引进CRM的近况,金融机构CRM的局限性及存在的问题及咨询公司关于CRM局限性的看法等多个方面概述了CRM的基本理论和发展现状。介绍了CRM系统开发所用到的系统架构理论和实现技术。系统按照J2EE规范进行设计,以MVC模式为实现框架,具体实现中用到Struts技术、Spring技术、Hibernate等技术,接着针对前期调研和需求分析制定的需求范围说明书,阐述了该运营型CRM系统的数据集成设计及销售工作管理模块的具体设计和实现。 本文的最后指出了通过不断升级的方式,使该运营型CRM系统逐步升级为协作型和分析型CRM系统,为公司后期直销电子商务业务提供全面的技术支持的解决方案。
[Abstract]:With the deepening of Internet finance and the arrival of big data era, CRM is easy to be combined with the company's marketing strategy, so the introduction of CRM is equal to the equality of marketing. The company recognizes that CRM is fundamental to solving marketing problems, and the introduction of tools that can systematically analyze customer information becomes the first step in marketing strategy. This is the reason for the introduction of CRM, no matter what industry, CRM has been paid attention overnight. In this paper, based on the background of the CRM project and the basic theory of CRM, the feasibility of the CRM business of the Fund is analyzed. On the basis of the current situation of the sales line business of Guangdong Development Fund, this paper selects the most suitable CRM customer relationship management system. After determining the type of the CRM system, it makes a thorough demand investigation on the business department of the Fund. Combined with the research results, the professional business demand analysis is completed, and a detailed specification of the requirements range is formulated. The main work of the paper is as follows: from the definition of CRM, the recent situation of introducing CRM into financial institutions, The limitations and problems of CRM in financial institutions and the views of consulting firms on the limitations of CRM are summarized in this paper. The basic theory and development status of CRM are summarized. This paper introduces the system architecture theory and implementation technology used in the development of CRM system. The system is designed according to the J2EE specification, with the MVC model as the implementation framework, the specific implementation uses Struts technology, Spring technology, Hibernate technology, etc. The design and implementation of the data integration design and sales work management module of the operational CRM system are described. At the end of this paper, it is pointed out that the operational CRM system can be upgraded to collaborative and analytical CRM system by the way of continuous upgrading, which can provide a comprehensive technical support solution for the direct sale of e-commerce business in the later period of the company.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52
本文编号：2270566
[Abstract]:With the deepening of Internet finance and the arrival of big data era, CRM is easy to be combined with the company's marketing strategy, so the introduction of CRM is equal to the equality of marketing. The company recognizes that CRM is fundamental to solving marketing problems, and the introduction of tools that can systematically analyze customer information becomes the first step in marketing strategy. This is the reason for the introduction of CRM, no matter what industry, CRM has been paid attention overnight. In this paper, based on the background of the CRM project and the basic theory of CRM, the feasibility of the CRM business of the Fund is analyzed. On the basis of the current situation of the sales line business of Guangdong Development Fund, this paper selects the most suitable CRM customer relationship management system. After determining the type of the CRM system, it makes a thorough demand investigation on the business department of the Fund. Combined with the research results, the professional business demand analysis is completed, and a detailed specification of the requirements range is formulated. The main work of the paper is as follows: from the definition of CRM, the recent situation of introducing CRM into financial institutions, The limitations and problems of CRM in financial institutions and the views of consulting firms on the limitations of CRM are summarized in this paper. The basic theory and development status of CRM are summarized. This paper introduces the system architecture theory and implementation technology used in the development of CRM system. The system is designed according to the J2EE specification, with the MVC model as the implementation framework, the specific implementation uses Struts technology, Spring technology, Hibernate technology, etc. The design and implementation of the data integration design and sales work management module of the operational CRM system are described. At the end of this paper, it is pointed out that the operational CRM system can be upgraded to collaborative and analytical CRM system by the way of continuous upgrading, which can provide a comprehensive technical support solution for the direct sale of e-commerce business in the later period of the company.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52
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