A汽车公司客户信息管理问题对策研究

发布时间：2019-01-15 20:51

【摘要】：在国内汽车市场竞争日益白热化的今天， A公司面临着保持市场占有率，保证销量增长的艰巨任务，其营销工作也日益表现出以客户为中心的特点。企业需要关怀新客户以提高成交率，保持老客户以降低流失率，这个业务目标要求A公司不断挖掘整合企业中的有效客户信息，以实现基于数据库的高效率营销。经过20多年的系统建设，A公司已经积累了大量的客户信息，但因为系统建设缺乏长远规划以及企业以业务流程执行为关注中心的原因，A公司的客户信息和客户行为信息，全部分散在不同系统的不同业务信息之中，亟待清洗、整合、再构，以便适应未来发展的要求。作为国内领先的汽车企业，A公司在客户信息管理方面遇到的问题在汽车行业具有非常重要的代表性，企业为解决问题而采取的解决方案也具有很强的典型性和示范性。作者选择这个话题进行研究，是希望能够对各企业，尤其是营销渠道复杂、信息系统复杂的企业提供一个可以参考的客户信息管理方案范例。本论文主要研究对象是海量数据、复杂数据结构背景下的客户信息管理模式，作者试图以A汽车公司为例，以“客户信息管理”这个关键词为切入点，以业务流程和信息系统为主要优化目标，讨论企业如何在复杂情况下优化客户信息管理模式。本文的基本结构为：第一章介绍了A公司的基本情况以及客户信息管理的现状，第二章从数据源、数据量、数据规范性等方面对企业当前的客户信息管理问题进行了详细分析，在第三章，作者从数据库营销对客户信息管理的要求、经销商和主机厂端的业务规范、信息系统的设计等方面讨论了对客户信息管理问题的解决方案。第四章章侧重于措施的落实，作者从系统的架构与实现、业务保障两个方面给出了解决问题的具体措施。最后，作者从新技术发展和新应用普及的角度，对客户信息管理模式得未来发展方向进行了讨论。本文的主要工作是：从企业实际情况和未来发展趋势出发，进行用户相关信息的整合及重构，设计并实现了针对高分布性系统和多数据源架构的、符合多业务部门管理情况的、适应业务实际需要的客户信息管理模式，并讨论了该管理模式对数据库营销业务的支撑作用。在国内汽车行业，客户信息管理模式的研究还处于比较前沿的位置，而关于用户信息的数据治理更是一个非常复杂的系统工程，，A汽车公司目前也仍在这个领域不停的进行探索和实践。本文的主要价值在于为国内企业，尤其是为汽车企业在用户信息管理、企业数据治理、营销策略开发等方面提供了一个具有可操作性的解决方案，并为相关研究人员思考企业未来客户信息管理工作的发展,为其他企业相关工作人员建立自己的客户信息管理模式提供帮助。
[Abstract]:With the increasingly fierce competition in the domestic automobile market, company A is faced with the arduous task of keeping its market share and ensuring the growth of its sales volume, and its marketing work is increasingly characterized by taking the customer as the center. Enterprises need to care about new customers to improve the transaction rate, to maintain the old customers to reduce the wastage rate, this business objective requires A company to continuously excavate and integrate the effective customer information in the enterprise, in order to realize the high efficiency marketing based on database. After more than 20 years of system construction, company A has accumulated a large amount of customer information. However, due to the lack of long-term planning for system construction and the fact that enterprises focus on business process execution, A company has customer information and customer behavior information. All of them are scattered in different business information of different systems, and need to be cleaned, integrated and reconstructed to meet the requirements of future development. As a leading automobile enterprise in China, the problems encountered by company A in customer information management are very important in automobile industry, and the solutions adopted by enterprises to solve the problems are of strong typicality and demonstration. The author chooses this topic to study, hoping to provide an example of customer information management scheme for enterprises, especially for enterprises with complex marketing channels and complex information systems. The main research object of this paper is the customer information management mode under the background of massive data and complex data structure. The author tries to take A automobile company as an example and take the key word "customer information management" as the breakthrough point. Taking business process and information system as the main optimization goal, this paper discusses how to optimize customer information management mode in complex situations. The basic structure of this paper is as follows: the first chapter introduces the basic situation of company A and the current situation of customer information management. The second chapter analyzes the current customer information management problems in detail from the aspects of data source, data volume, data standard and so on. In the third chapter, the author discusses the solutions to customer information management problems from the aspects of database marketing requirements for customer information management, the business specifications of dealers and mainframe factories, and the design of information systems. The fourth chapter focuses on the implementation of the measures, the author from the system structure and implementation, business support two aspects of the specific measures to solve the problem. Finally, from the perspective of the development of new technology and the popularization of new applications, the author discusses the future direction of customer information management. The main work of this paper is: starting from the actual situation of the enterprise and the future development trend, the integration and reconfiguration of the user related information are carried out, and the high distributed system and multi-data source architecture are designed and realized, which are in line with the situation of multi-business department management. This paper discusses the supporting role of customer information management mode to database marketing business. In domestic automobile industry, the research of customer information management mode is still in the forefront position, and the data management of user information is a very complicated system engineering. A Automotive Company is still in this field of exploration and practice. The main value of this paper is to provide an operable solution for domestic enterprises, especially for automobile enterprises in the aspects of user information management, enterprise data management, marketing strategy development, etc. And for the relevant researchers to reflect on the future development of customer information management, for other enterprises related staff to establish their own customer information management model to help.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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