1、结 课 论 文（设 计）完成对客户关系管理权的研究The research on CRM Done Right 独创性说明作者郑重声明：本结课论文（设计）是我个人在指导教师指导下进行的研究工作及取得研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，结课论文（设计）中不包含其他人已经发表或撰写的研究成果，也不包含为获得辽东学院或其他单位的学位或证书所使用过的材料。与我一同工作的同志对本研究所做的贡献均已在论文中做了明确的说明并表示了谢意。作者签名：_ 日期：_完 成 对 客 户 关 系 管 理 权 的 研 究- I -摘 要在对目前市面上的客户管理系统（CRM）的广泛调查和研究之后，发现很
2、多市面上的客户管理系统大多都是以产品为中心，忽略了客户管理中最重要的部分客户关系。随着市场经济的不断发展，客户管理的重要性体现的越发明显。企业要想生存发展，就必须与与之息息相关的客户建立起良好的关系，不断发展新客户，以企业高质量的产品、优质的服务、良好的资信吸引新客户；经常维系与老客户的关系，以规范的客户管理方式、温馨的客户关怀、高效的客户服务来提升老客户的忠诚度。由此，客户管理系统应运而生。 关键词：客户关系管理；客户关系管理系统；数据库；客户管理周期完 成 对 客 户 关 系 管 理 权 的 研 究- II -The research on CRM Done RightAbstractTh
3、e current market in the customer management system management system (CRM) after the extensive investigation and research, found the customer management system of many on the market are mostly centered on products, ignoring the most important part of customer relationship management. With the contin
4、uous development of market economy, the importance of customer management becomes more and more obvious. Enterprises want to survive and develop, they must establish a good relationship with the related customers, develop new customers, attract new customers by the high quality of products, quality
5、services, good credit; often maintain the relationship with old customers, with standardized customer management way, the warm customer care,Efficient customer service to upgrade the old customer loyalty. Thus, emerge as the times require customer management system.Key Words：CRM; CRMS; Database；the
6、Customer Relationship Cycle完 成 对 客 户 关 系 管 理 权 的 研 究- III -目 录摘 要 .IAbstract.II一、The research on CRM Done Right 客户关系管理 .1（一）The origin of customer relationship management 客户关系管理的起源 .1（二）Intelligent processing of customer relationship management data 客户关系管理的智能处理 .2（三）Further development trend 进一步发展的趋
7、势 .41、The further development of the trend of customer relationship management 客户关系管理的进一步发展趋势 .42、Intelligent data processing further development trend 数据的智能处理的进一步发展趋势 .5二、Case analysis 案例分析 .7（一）Customer relationship management at worst 客户关系管理的劣处 .71、Kimberly-Clark 金佰利公司 .72、Ingersoll-Rand 英格索兰 .11
8、3、The Customer Relationship Cycle 客户关系周期 .14（二）If the customer relationship management requires comprehensive data 客户关系管理是否需要全面的数据 .141、Brother International 兄弟国际公司 .152、Routine Aches Versus Strategic Pain Points 常规酸痛 VS 战略痛点 .183、Calculating the Cost of CRMCRM 的成本计算 .184、What Todd Learned 托德学到了什么 .
9、22（三）The development of CRMCRM 的发展 .261、McDonalds Tech Turnaround 麦当劳的技术转机 .30三、 图表的格式说明 .33（一）图的格式说明 .331图的格式示例 .332.图的格式表述 .36Conclusion.38结 论 .39完 成 对 客 户 关 系 管 理 权 的 研 究- IV -附录 A 演示文稿 .41致 谢 .43课程结课论文审阅评分表 .44课程结课论文答辩记录评分表 .45完 成 对 客 户 关 系 管 理 权 的 研 究1一、The research on CRM Done Right（一）The orig
10、in of customer relationship managementThe earliest developing customer relationship management state is the United States of America, early in 1980 will be “contact management called“ (Contact Management), all the information that is dedicated to collect customer contact with the company; in 1985, B
11、arbara? Bend? Jackson has proposed the concept of relationship marketing, marketing people on the theoretical study and onto a new level; to 1990 turned including telephone service center to support customer care data analysis (Customer care).In 1999, Gartner Group Inc, it puts forward the concept o
12、f CRM (Customer Relationship Management customer relationship management). Gartner Group Inc in the ERP concept proposed in earlier, stressed the overall management of the supply chain. And the customer as a link in the supply chain, why it was put forward for the concept of a CRM?One reason is that
13、, due to the limitation of the ERP system function, but 一、客户关系管理（一）客户关系管理的起源最早发展客户关系管理的国家是美国，在 1980 年初便有所谓的“接触管理”(Contact Management),即专门收集客户与公司联系的所有信息；1985 年，巴巴拉本德杰克逊提出了关系营销的概念，使人们对市场营销理论的研究又迈上了一个新的台阶；到 1990 年则演变成包括电话服务中心支持资料分析的客户关怀（Customer care）。1999 年，Gartner Group Inc 公司提出了 CRM 概念（Customer Rela
14、tionship Management 客户关系管理）。Gartner Group Inc 在早些提出的 ERP 概念中，强调对供应链进行整体管理。而客户作为供应链中的一环，为什么要针对它单独提出一个 CRM 概念呢？原因之一在于，由于 ERP 系统本身功能方面的局限性，也由于 IT 技术发展阶段的局限性，ERP 系统并没有很好地实现完 成 对 客 户 关 系 管 理 权 的 研 究2also because of the limitations of IT development of technology, the ERP system is not well realize the do
15、wnstream of Supply Chain Management (client), according to the 3C factors of the diversity of customer, ERP did not give a good solution. On the other hand, to the late 90s, the application of the Internet is becoming more and more popular, CTI, customer information processing (such as data warehous
16、e, business intelligence, knowledge discovery technology) has obtained considerable development. With the development of the new economy and new technology, Gartner Group Inc proposed the concept of CRM. Starting from the late 90s, the CRM market has been an explosive growth in the state.（二）Intellig
17、ent processing of customer relationship management dataData mining, that is stored in the database from, obtain valid, novel, potentially useful, and ultimately understandable patterns in data warehouse, or other information repositories of large amounts of data in a non-trivial process.CRM is based
18、 on the database, by collecting and processing data, effectively put all coming through the customer 对供应链下游（客户端）的管理，针对3C 因素中的客户多样性，ERP 并没有给出良好的解决办法。另一方面，到 90 年代末期，互联网的应用越来越普及，CTI、客户信息处理技术（如数据仓库、商业智能、知识发现等技术）得到了长足的发展。结合新经济的需求和新技术的发展，Gartner Group Inc 提出了 CRM 概念。从90 年代末期开始，CRM 市场一直处于一种爆炸性增长的状态。（二）客户关系
19、管理的智能处理数据挖掘，就是从存放在数据库，数据仓库或其他信息库中的大量的数据中获取有效的、新颖的、潜在有用的、最终可理解的模式的非平凡过程。CRM 的基础是数据库，通过数据的搜集和处理，有效地把各个渠道传来的客户信息集中在数据库里，公司各个部门之间共享同一个客户数据库，任何需要相关客完 成 对 客 户 关 系 管 理 权 的 研 究3information in the database, the same client database sharing between each department of the company, any relevant to the needs of
20、customer data department can easily query to this data. From this we can find, the base of CRM system is in the marketing of the overall function of a complete data, function perfect customer databases play.How to find valuable data from the customer database in the large, is the key to solve the pr
21、oblem of enterprise customer relationship management. The application of data mining in the customer relationship management, through the extraction of business data, enterprise database marketing data and customer data as modeling samples, using a variety of data mining methods for data processing,
22、 the result of data mining analysis and modeling, and continue to optimize the model so as to provide guidance for business decision making and marketing. According to the grasp of customer information, we use the corresponding data mining methods for data analysis, find a link from a lot of, disord
23、ered data, rules, valuable data, to develop customer resources from the two levels of depth and breadth, and provide guidance for the enterprise market marketing work, to provide support for the customer 户数据的部门可以很轻易地查询到这些数据。从中我们也可发现，CRM 系统的基础是一个数据完备、功能完善的客户数据库在营销中的整体功能发挥。怎样从大量的客户资源数据库中发现有价值的数据，是企业解决
24、客户关系管理问题的关键。将数据挖掘技术应用到客户关系管理中，通过提取企业数据库中的业务数据、营销数据以及客户数据作为建模样本，利用各种数据挖掘方法对数据进行处理，对数据挖掘结果进行分析和建模，并不断对模型进行优化从而为企业经营决策和市场策划提供指导。根据已经掌握的客户信息，我们利用相应的数据挖掘方法进行数据分析，从大量的、无序的数据当中寻找关联的、规则的、有价值的数据，从深度和广度两个层面来开发客户资源，为企业的市场营销工作提供指导，为企业的客户关系管理提供支持，为企业的战略决策提供帮助。完 成 对 客 户 关 系 管 理 权 的 研 究4relationship management of
25、the enterprise, help enterprise strategic decision.图1.1（三）Further development trend1、The further development of the trend of customer relationship management,At present, the customer relationship management (CRM) research have some knowledge accumulation. The overall direction of development are lik
26、ely to focus on the following aspects:(1) fully developed with Web Technology(2) the enterprise information integration platform(3) provides access to the diversification of the pipeline(4) to change CRM to xRM（三）进一步发展的趋势1、客户关系管理的进一步发展趋势当前，客户关系管理(CRM)的研究有了一定的知识积累。研究的总体发展方向可能会集中到以下几个方面：（1）全面采用 web 技术开发 （2）企业内部信息集成平台（3）提供多样化的访问管道（4）CRM 向 xRM 转变（5）CRM 向客户管理的关系转变
