基于规则引擎的CRM系统的设计与实现

发布时间：2019-05-08 03:46

【摘要】：客户关系管理(CRM)系统能够为企业带来运营效果的大幅提升和市场增值链的全面优化,通过各种渠道拓展市场空间,并在保留老客户的同时,吸引新客户。因此,成功实施以客户为中心的CRM系统,是各行各业在激烈争夺市场份额的竞争中取胜的关键因素之一。然而,目前市场上一些传统CRM系统并不能很好的达到大中型企业的要求,如何设计和实现功能强大,使用简单,设计灵活,性价比高,紧贴企业发展需求的CRM系统成了企业在开展客户关系服务过程中亟待解决的问题。为了能更好地服务客户,对于拥有庞大客户群的大中型企业,本文提出了应用带有基于交易数据的积分计算/兑换功能的活动管理系统与行销关系管理系统相结合的CRM系统以提高企业竞争力。积分可谓是维系客户的最好方式之一,能够大大提升客户的忠诚度,但与此同时对系统的要求也随之提高,例如实时的积分兑换管理,处理大数据量的交易文件来产生积分,以及对于供应商的实时或定时接口。对于广告类的周期性营销活动,日益受到企业的关注,本文的CRM系统采用事先定义活动,预测潜在的消费群,发出相关活动邀请,然后运营活动并收集相应的反馈统计,为下次活动准备基础数据,最终提升企业核心竞争力。本文核心部分采用了Drools规则引擎,一种基于JAVA平台通过降低实现复杂业务逻辑的组件的耦合度从而降低应用程序的维护和扩展性成本的核心技术。规则引擎在企业中广泛应用,包括公司工资奖金的计算,多种商品组合的折扣,客户积分的兑换等,从而使开发人员大幅缩短研发周期。将规则引擎技术与CRM系统结合,不仅能体现其稳定的可用性,性能的可伸缩性,对异构环境的支持,而且能通过使用各种流行的开源框架减低开发、部署和管理成本,从而达到提升用户满意度目的。本课题首先讨论企业CRM系统目前面临的现状和问题,明确了基于规则引擎的CRM系统设计开发的必要性。在此基础上,讨论并分析交易积分计算/查询/兑换/管理,营销活动定义/预测/管理/报表等功能模块及其主要流程。而后分析CRM系统的架构,基于Drools规则引擎及相关J2EE技术,借助UML与面向对象理论,利用模块化方法设计系统,对相应核心子系统进行详细设计,其中重点讨论客户积分管理、营销活动管理、企业门户网站以及外部供应商的集成和实现。最后对系统可扩展性和系统投资效益进行分析。
[Abstract]:Customer relationship Management (CRM) system can bring great improvement of operation effect and overall optimization of market value chain, expand market space through various channels, and attract new customers while retaining old customers. Therefore, the successful implementation of customer-centered CRM system is one of the key factors for various industries to win in the fierce competition for market share. However, at present, some traditional CRM systems in the market can not meet the requirements of large and medium-sized enterprises well. How to design and implement powerful functions, simple use, flexible design, high cost-to-performance ratio, CRM system, which is close to the needs of enterprise development, has become an urgent problem to be solved in the process of developing customer relationship service. In order to better serve customers, for large and medium-sized enterprises with a large customer base, In this paper, a CRM system combining activity management system and marketing relationship management system with integral calculation / exchange function based on transaction data is proposed to improve the competitiveness of enterprises. Points can be described as one of the best ways to maintain customers, which can greatly enhance customer loyalty, but at the same time, the requirements for the system also increase, such as real-time points exchange management, processing large amounts of trading documents to generate points, And real-time or timing interfaces for suppliers. Enterprises pay more and more attention to the periodic marketing activities of advertising. The CRM system of this paper uses pre-defined activities, predicts the potential consumers, issues invitations to related activities, and then operates the activities and collects the corresponding feedback statistics. Prepare the basic data for the next activity, and finally improve the core competitiveness of the enterprise. In the core part of this paper, Drools rule engine is adopted, which is a core technology based on JAVA platform to reduce the cost of application maintenance and extensibility by reducing the coupling degree of components that implement complex business logic. Rule engine is widely used in enterprises, including the calculation of company salary and bonus, the discount of a variety of product combinations, the exchange of customer credits, etc., so that developers can shorten the R & D cycle greatly. Combining rule engine technology with CRM systems not only reflects its stable availability, performance scalability, support for heterogeneous environments, but also reduces development, deployment, and management costs through the use of popular open source frameworks. In order to achieve the purpose of improving user satisfaction. Firstly, this paper discusses the current situation and problems of enterprise CRM system, and clarifies the necessity of the design and development of CRM system based on rule engine. On this basis, the paper discusses and analyzes the functional modules such as transaction integral calculation / query / exchange / management, marketing activity definition / prediction / management / report forms and their main processes. Then the architecture of CRM system is analyzed. Based on Drools rule engine and related J2EE technology, with the aid of UML and object-oriented theory, the system is designed with modularization method, and the corresponding core subsystem is designed in detail, in which the customer integral management is discussed in detail. Marketing activity management, enterprise portal and external supplier integration and implementation. Finally, the system expansibility and system investment benefit are analyzed.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TP311.52

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