面向石油行业的客户关系管理系统设计与实现

发布时间：2019-05-15 22:33

【摘要】：自从2001年中国加入WTO后，我国对石油业开始开放，世界各国的著名公司都来到我国建加油站，以服务和品牌效应为主要手段，进一步加剧了市场的竞争。因此，中国石油零售业务的整体运营思路也正逐步从注重网络扩张向建立以客户为核心的服务理念和机制转变。为此，A石油公司也推出了一系列新的举措来适应多变的竞争环境，并提出了以客户为中心的服务营销理念。系统采用(struts+spring+hibernate)MVC三层架构，即模型层、视图层和控制层。视图层使用动静态页面分离，静态页面使用html页面，动态页面用freemarker来定义动态模版。控制层采用spring作为Bean工厂，管理所有业务处理实例。模型层应用hibernate作为数据提取的框架，同时利用链接池来管理数据连接，有效控制会话数量，合理利用数据库资源。系统分为三个子系统，包括客户门户网站、后台管理系统和业务分析系统。门户网站主要负责给客户提供礼品和增值服务兑换以及新闻公告。后台管理负责对网站的维护，包括对礼品信息维护、增值服务信息维护、客户信息维护、网站页面维护以及权限维护。业务分析负责对客户的加油记录和充值记录等数据进行分析。客户在加油站进行油品消费时可以得到积分奖励。实名制客户通过客户门户网站登录后，积分可以兑换礼品和增值服务，，从而鼓励油品客户进行油品消费。同时通过门户网站向客户展示更多的非油品，吸引客户对非油品的消费。在业务分析系统中对客户消费和兑换数据进行分析，制定精准的营销策略，同时给客户提供贴心的服务，提高客户的忠诚度，最终实现油品和非油品的互利营销。在本文首先介绍客户关系管理的国内外发展情况及其发展趋势，根据A公司目前的发展情况，提出了系统的必要性。然后在文中对所用到的系统技术框架和网络框架进行了简要的介绍，进而对系统进行了需求分析，设计，实现和展示，同时。由于篇幅有限，部分子系统只做简单介绍。目前A公司客户关系管理系统在山东济南上线，系统运行良好，开始上线到现在短短1个月，已经注册实名制客户2000多人，得到了客户好评和认可。
[Abstract]:Since China's entry into WTO in 2001, China has begun to open up to the oil industry. Famous companies from all over the world have come to build gas stations in China, taking service and brand effect as the main means, which has further intensified the competition in the market. Therefore, the overall operation idea of PetroChina's retail business is gradually changing from paying attention to network expansion to establishing customer-centered service concept and mechanism. For this reason, A Oil Company has also launched a series of new measures to adapt to the changing competitive environment, and put forward the concept of customer-centered service marketing. The system adopts (struts spring hibernate) MVC three-tier architecture, that is, model layer, view layer and control layer. View layer uses dynamic and static page separation, static page uses html page, dynamic page uses freemarker to define dynamic template. The control layer uses spring as the Bean factory to manage all business processing examples. In the model layer, hibernate is used as the framework of data extraction, and the link pool is used to manage the data connection, which can effectively control the number of sessions and make rational use of database resources. The system is divided into three subsystems, including customer portal, background management system and business analysis system. The portal is mainly responsible for providing gifts and value-added services to customers, as well as news announcements. Background management is responsible for the maintenance of the website, including gift information maintenance, value-added service information maintenance, customer information maintenance, website page maintenance and authority maintenance. Business analysis is responsible for customer refueling records and recharge records and other data analysis. Customers can be rewarded with points when they consume oil at gas stations. After the real-name customers log in through the customer portal, the points can be exchanged for gifts and value-added services, thus encouraging oil customers to consume oil products. At the same time, through the portal to show customers more non-oil products, to attract customers to consume non-oil products. In the business analysis system, the customer consumption and exchange data are analyzed, the accurate marketing strategy is formulated, the intimate service is provided to the customer, the customer loyalty is improved, and the mutually beneficial marketing of oil and non-oil products is finally realized. In this paper, the development and trend of customer relationship management at home and abroad are introduced, and the necessity of the system is put forward according to the current development of Company A. Then the technical framework and network framework of the system are briefly introduced, and then the requirements of the system are analyzed, designed, implemented and displayed. Due to the limited space, some subsystems only make a brief introduction. At present, the customer relationship management system of Company A is launched in Jinan, Shandong Province, and the system runs well. From the beginning of the launch to the present, it has registered more than 2000 real-name customers, which has been well received and recognized by customers.
【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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