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1、辽 东 学 院 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 学 生 姓 名： 李琳 学 院： 信息技术学院 专 业： 信息管理与信息系统（电子商务）班 级： B1103 学 号： 0912110316 指 导 教 师： 贾英群 审 阅 教 师： 贾英群 完 成 日 期： 2013年6月15日 辽 东 学 院Eastern Liaoning University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
2、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
3、、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The research on CRM Done RightAbstractThe current market in the customer management system management system (CRM) after the extensive investigation and research, found the customer management system of many on t
4、he market are mostly centered on products, ignoring the most important part of customer relationship management. With the continuous 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
5、 relationship with the related customers, develop new customers, attract new customers by the high quality of products, quality services, good credit; often maintain the relationship with old customers, with standardized customer management way, the warm customer care,Efficient customer service to u
6、pgrade the old customer loyalty. Thus, emerge as the times require customer management system.Key Words：CRM; CRMS; Database；the Customer Relationship Cycle- -目 录摘 要IAbstractII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 o
7、f 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 managem
8、ent 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113、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 C
9、ost of CRMCRM的成本计算184、What Todd Learned托德学到了什么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36Conclusion38结 论39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- II -完成对客户关系管理权的研究一、The research on CRM Done Right（一）The origin of customer rel
10、ationship 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, Barbara? Bend? Jackso
11、n 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 of CRM (Customer Rela
12、tionship 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, due to the limitat
13、ion of the ERP system function, but also because of the limitations of IT development of technology, the ERP system is not well realize the downstream 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, t
14、o the late 90s, the application of the Internet is becoming more and more popular, CTI, customer information processing (such as data warehouse, business intelligence, knowledge discovery technology) has obtained considerable development. With the development of the new economy and new technology, G
15、artner Group Inc proposed the concept of CRM. Starting from the late 90s, the CRM market has been an explosive growth in the state.（二）Intelligent 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 inf
