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1、1外外 文文 翻翻 译译毕业设计题目：毕业设计题目： CRMCRM 系统中商业智能模块的设计与开发系统中商业智能模块的设计与开发 原文原文1：A model of customer relationship management and businessintelligence systems for catalogue and online retailers 译文译文 1：客户关系管理和商业智能系统在商品目录和在线零售商客户关系管理和商业智能系统在商品目录和在线零售商中的应用中的应用模型模型 原文原文2：Intelligent profitable customers segmentati
2、on system based on business intelligence tools 译文译文 2：基于商业智能工具的智能盈利客户细分系统基于商业智能工具的智能盈利客户细分系统 2A model of customer relationship management and business intelligence systems for catalogue and online retailersAs more retailers evolve into customer-centric and segment-based business, business intelligen
3、ce (BI) and customer relationship management (CRM) systems are playing a key role in achieving and maintaining competitive advantage. For the past ten years, the authors have had the rare opportunity of observing and interviewing employees and managers of three different management teams at three se
4、parate Fingerhut companies as they experimented with various ITs for their companies. When the first Fingerhut company peaked in 1998, as many as 200 analysts and 40 statisticians mined the database for insights that helped predict consumer shopping patterns and credit behavior. Data mining and BI h
5、elped Fingerhut spot shopping patterns, bring product offerings to the right customers, and nurture customer relationships. By 1998, Fingerhut was the second largest catalogue retailer in the U.S. with revenues nearing $2 billion. However, after Federated acquired Fingerhut in 1999 and made it a sub
6、sidiary, Fingerhut Net, it suffered great losses and was eventually liquidated. Finally, a new company, Fingerhut Direct Marketing, was resurrected in 2002 under a new management team, and it once again became successful. What went right? What went wrong? The paper concludes with CRM and BI systems
7、success factors and a discussion of lessons learned.1. IntroductionThe use of IT has created new ways for firms to exploit vast potentials of customer relationships that have never been exploited before. With growing competition from both traditional and online businesses, keeping customers satisfie
8、d, increasing potential sales, and maintaining customer loyalty become strategically important to business success. To improve and exploit customer relationships, business intelligence (BI) tools are used to assist CRM systems focus on decision support, market research, target marketing, customer se
9、rvice, and customer collaboration in products and services.Despite numerous CRM studies, very little effort has been made in incorporating consumer preferences for customer satisfaction and relationships. Wang and Head 10 report that most research on consumer behavior addresses the acquisition stage
10、, while research in the retention stage is still in its infancy. This paper deals with this paucity of research, and presents case studies on the success and failure of customer relationships and business potential sales, and maintaining customer 3loyalty become strategically important to business s
11、uccess. To improve and exploit customer relationships, business intelligence (BI) tools are used to assist CRM systems focus on decision support, market research, target marketing, intelligence. The paper identifies strategies and the successes and failures at Fingerhut Inc, the second largest catal
12、ogue mail order company in the U.S. in 1999, and addresses the following questions:1.What are the impacts of price discrimination on customer relationships?2.What are the impacts of CRM and/or BI systems on catalogue and online retailing businesses?3.What are the impacts of high switching costs and/
13、or lock-in strategies on customer relationships?4.What is a successful outcome model for catalogue and online businesses?6. Lessons learned, insights, and success factorsAs e-commerce evolves, new visions and paradigms emerge. How do conventional management strategies and processes compare with the
14、experience gained from the successes and failures at Fingerhut? And how do conventional management strategies and processes compare with the experience gained from the CRM successes and failures at Fingerhut? The lessons learned were:1. The use of BI and CRM at Fingerhut reduces the threats of price
15、 and cost transparency and disintermediation. Early e-commerce visions predicted that price and cost transparency would cause customers to move to retailers who offered lowest prices, and that direct sales would eliminate intermediaries. With innovation in OLAP and DM, Fingerhut was able to lock-in
16、customers in the sub-prime market, predict buyer patterns, and maintain customers trust and loyalty. DM also allowed Fingerhut to focus its efforts on nurturing buyer behaviors. This was a winwin strategy which resulted in customer satisfaction and trust while bringing more profits to Fingerhut.2. High switching costs do not hurt customer satisfaction. Because Fi
