【作者】 胡雨禾；

【导师】 张国方；

【作者基本信息】 武汉理工大学 ， 载运工具运用工程， 2005， 硕士

【摘要】 随着我国市场经济体制的进一步完善和信息技术的快速发展,汽车工业作为国民经济的支柱产业必须面临着持续的转变。主要表现在汽车产品和服务的同质化倾向明显,以产品为中心的经营理念不能决定企业取得独特的竞争优势。在这种后工业化社会环境中,只有客户关系可以担当建立和维护企业核心竞争力的根本要素,这是因为它具有天然的防复制特性,这种特性是排他的,是独占的。客户关系管理(CRM)作为适应这种市场改变而产生的现代管理思想、方法及其应用软件的集合,运用到汽车行业相关企业,辅之于其他企业应用系统,利用客户关系这种柔性纽带,可以有效地解决汽车工业大生产模式与其消费市场的矛盾。 本文作为研究CRM理论和功能模块在汽车工业应用的课题,一方面结合行业实际情况进行理论研究,另一方面更是从实际运用的角度来研究和解决其中的问题。文中主要内容包括了以下4个部分: (1)阐述了客户关系管理产生、发展和技术的变迁。通过分析我国汽车工业的特点,归纳了CRM系统的导入之于我国汽车产业发展的重要意义。在研究Auto-CRM营销原理和整个系统的基础上,对其理论体系及基础作了详尽的探究。 (2)在对CRM软件系统做出一般设计的基础上,针对汽车生产型企业的特点,将其Auto-CRM系统的功能模块分为客户销售管理子系统、客户市场管理子系统、客户支持与服务管理子系统和数据库及支持平台管理子系统。 (3)CRM应用软件作为一个新近管理系统,在企业的实施不能规避与现存系统的沟通和整合。在提出企业应用整合概念的前提下,以CRM与ERP系统的整合为例,在业务流程和技术上对此类功能整合进行分析研究。 (4)Auto-CRM的数据仓库是项目活动的精髓。数据库技术的发展使得CRM的企业应用不断升级,从使用的角度上,立足于整体战略的高度对数据仓库在Auto-CRM企业实施中的方法进行研究,并以汽车销售企业的销售数据仓库的设计为案例,较为详细的分析了系统创立方法和步骤。更多还原

【Abstract】 Along with the development of market economy system and information technical in China, the automobile industry as supported industry of the national economy must face the durative changing. The main performance obviously turns incline to with the homogeneous characteristic in products and services about automobile, the principle of management indeterminable business enterprise that take product as the center obtains the special competitive advantage. In Post-Industrial Society, only have the customer relation can take the basic main factor of the establishment and the maintenance business enterprise core competencies, this is because it has to defend to make duplicate the characteristic naturally, this kind of characteristic is exclusive and monopolistic. Customer Relationship Management as the gather, which includes management idea, means and applications, is able to accommodate to the changing of market. In automobile enterprises, CRM and other industrial applications systems can use the flexible tie relationship to solve the inconsistency of super production model and consumption market of automobile industry.The thesis is about theory and functional modules of CRM applied to automobile industry. One side, it will research with fact, on the other side, it takes more attention to solve actual problems from point of view of application. The primary content of the thesis includes 4 parts:(1) The thesis expatiates the appearance, development and evolvement of technology of CRM. On the base of analyzing the characteristics of automobile industry in China, it concludes the important significance of implementation about CRM system in the tidal of development of automobile industry. The thesis has lucubrated the theory system and elements on the base of researching in the market theory and the whole system of Auto-CRM.(2) According to the characteristics of the type of manufacture of vehicle, the thesis presents that Auto-CRM system generally consists of customer sales management subsystem, customer market management subsystem, customer support and service management subsystem, database and supporting platform subsystem.(3) As a new management system, CRM application software must face the communication and integration of it with present system. After bringing the conception of enterprise application integration, the thesis has researched in the function integration of business flow and technology on the example of the integration of CRM and ERP system.(4) The data warehouse of Auto-CRM is the kernel of project activity. The development of database technology has upgraded the enterprise integration of CRM. From the view of performance, the thesis has made a study of the methods of practice of data warehouse in enterprise Auto-CRM projects standing on the stratagem. Then, the thesis particularizes the constructing ways and steps taking example for designing the sales data warehouse in automobile sales enterprise.更多还原