mba论文《CRM应用系统方案设计》

内蒙古工业大学硕士学位论文

Abstract

\twenty-first century the industry! Retail is the end of the supply chain, customer the greatest, Retailers are the most direct contact with customers. China’s retail market is highly competitive with so many prodouts what you can choose. In the environment of the same commodity, and the same price, and same place, customer loyalty is very important to retailers. customers have become the most valuable scarce resources.

Minzu’s groups want to create \centric \model. In order to make the Minzu’s groups to develop better \,it is important to meet the individual needs of customers, This will increase customer loyalty and achieve sustained growth in customer value, So as to enhance the competitiveness of Minzu’s groups. In 2010, Minzu’s groups have been using CRM systems, Therefore, they maintained a comprehensive, convenient, and friendly customer communication. To maintain close contact with retailers and customers, and improving the marketing and service capabilities.

In this paper, CRM system construction of Minzu’s groups as the background, Focus on the enterprise CRM system construction program. First of all, introduced the basic concept of modern retail CRM; Second, the discussion and analysis of the development of Minzu’s groups based on their own CRM systems related to demand for information technology, CRM systems can help companies achieve the goal of building management; Third, CRM system design and implementation of specific processes and methods; Fourth, the CRM system of the business processes involved in the planning.

Through the study of this project, CRM systems can retailers play an exemplary role in information technology，Retail CRM systems to improve the level and quality of construction, Retail CRM systems to improve the process of information construction, With customers to build real long-term, stable relationship between loyalty.

Key words: Retailers; Minzu’s groups ; CRM systems; project

内蒙古工业大学硕士学位论文

目 录

第一章 绪论 .......................................................................................................................... 1 1.1 问题的提出 ..................................................................................................................... 1 1.2 研究的目的与意义 ......................................................................................................... 2

1.2.1 研究的目的 .......................................................................................................... 2 1.2.2 研究的意义 .......................................................................................................... 2 1.3 商业企业CRM系统的主要活动 .................................................................................. 3 1.4 本文的研究方法和内容框架 ......................................................................................... 5

1.4.1 研究方法 .............................................................................................................. 5 1.4.2 内容框架 .............................................................................................................. 5 第二章 客户关系管理系统建设的理论基础 ...................................................................... 5 2.1客户关系管理的概念 ...................................................................................................... 5 2.2客户关系管理相关的理论 .............................................................................................. 6 第三章 民族集团CRM系统需求分析 ............................................................................... 9 3.1 民族集团的概况 ............................................................................................................. 9 3.2 民族集团SWOT分析 .................................................................................................... 9

3.2.1民族集团内部环境优势分析（strength） .......................................................... 9 3.2.2民族集团内部环境劣势分析（weakness） ...................................................... 10 3.2.3民族集团外部环境机会分析（opportunity） .................................................. 11 3.2.4民族集团外部环境威胁分析 （threat） .......................................................... 12 3.3 民族集团原会员管理系统存在的问题 ....................................................................... 12 3.4 民族集团建设CRM系统的必要性 ............................................................................ 13 第四章 国内商业CRM成功案例借鉴 ............................................................................. 15 4.1 北京翠微大厦顾客沟通系统借鉴 ............................................................................... 15 4.2 北京当代商城提供“一对一”客服借鉴 ................................................................... 15 4.3长沙友谊阿波罗集团“价值圈”借鉴 ........................................................................ 16 第五章 民族集团CRM系统的构建 ................................................................................. 17 5.1建立支持CRM系统的网络系统 ................................................................................. 17 5.2需要引入新的CRM思想，重构组织和重组流程 ..................................................... 17 5.3 逐步采用新技术，提升顾客服务体验 ....................................................................... 17 5.4借助顾客智能分析功能，发现更多潜在的经营规律。 ............................................ 18

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内蒙古工业大学硕士学位论文

5.5 将CRM应用延伸拓展到民族集团其他产业 ............................................................ 18 第六章 民族集团CRM建设目标与实施计划 ................................................................. 19 6.1 民族集团CRM系统建设目标 .................................................................................... 19

6.1.1系统目标 ............................................................................................................. 19 6.1.2业务目标 ............................................................................................................. 19 6.1.3应用目标 ............................................................................................................. 19 6.2 实施计划安排 ............................................................................................................... 20 第七章 民族集团CRM应用方案设计 ............................................................................. 21 7.1 系统概述 ....................................................................................................................... 21 7.2 客户关系系统的管理组织 ........................................................................................... 21

7.2.1 顾客服务中心 .................................................................................................... 21 7.3.2 会员管理体系 .................................................................................................... 23 7.3.3工作流程 ............................................................................................................. 25 7.3 顾客“一卡通”系统 ................................................................................................... 26

7.3.1 顾客“一卡通”系统概述 ................................................................................ 26 7.3.2 会员管理 ............................................................................................................ 26 7.3.3 储值卡 ................................................................................................................ 29 7.3.4优惠券（赠券卡） ............................................................................................. 31 7.3.5 查询、分析 ........................................................................................................ 32 7.4顾客智能系统 ................................................................................................................ 32

7.4.1 顾客智能系统概述 ............................................................................................ 32 7.4.2 顾客组成分析 .................................................................................................... 33 7.4.3 品牌顾客组成分析 ............................................................................................ 34 7.4.4 大类顾客组成分析 ............................................................................................ 35 7.4.5 顾客价值分析 .................................................................................................... 35 7.4.6 各类顾客品牌消费分析 .................................................................................... 36 7.4.7 各类顾客购物日期分析 .................................................................................... 37 7.4.8 各级顾客购物时段分析 .................................................................................... 38 7.4.9 顾客生命周期分析 ............................................................................................ 39 7.5顾客沟通互动系统——“体验经济”的购物文化 .................................................... 40

7.5.1顾客导航系统 ..................................................................................................... 40

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