智能型客户关系管理在花卉行业中的应用研究

【作者】 孙岩；

【导师】 董毅明；

【作者基本信息】 昆明理工大学 ， 管理科学与工程， 2005， 硕士

【摘要】 在这个基于Internet技术的世界里,电子商务的经营模式正在改变着人们的生活方式和企业的经营方式,彻底改变了企业、客户与供应商之间的关系,同时也带来了更为激烈的竞争。市场竞争的焦点已经从产品的竞争转向品牌的竞争、服务的竞争和客户的竞争。 客户关系管(CRM,Customer Relationship Management)正是在这样的环境中萌芽并蓬勃发展起来的。CRM是一座桥梁,架起了企业和客户之间的纽带,为企业带来了利润和更大的上升空间;同时使客户享受到前所未有的高质量的、个性化的服务,使客户感觉到企业好像只为其自己效劳;从而达到了“双赢”。 然而,本文认为在这样一个信息爆炸的年代,企业数据库的信息量也正在以惊人的速度增长,面对“信息爆炸”和“数据过剩(Dataglut)”的巨大压力,企业要建立“以客户为中心”的经营理念,不能一味只强调使用CRM思想、工具和方法来加强对客户关系的管理。客户永远是自由的,企业永远也管理不了,但本文认为企业可以在尊重客户的基础上管理客户数据和信息,通过客户信息管理来深层理解客户及其行为。而智能型CRM恰恰可以帮助企业深层理解客户及其行为,所以智能型CRM才是企业的最佳选择。然而,智能型CRM没有一个统一、标准的模式,要把智能型CRM的优势发挥得淋漓尽致,在构建、实施智能型CRM之前必须对该行业、该企业有深刻的理解。 本文首先对智能型客户关系管理及其核心——商业智能理论进行了分析和综述;其次,阐述了国内外花卉行业的信息化状况,分析了我国花卉行业的现状、存在的主要问题,在此基础上,针对花卉行业中花卉和客户信息的特点提出了花卉行业智能型CRM的应用模式;最后,以云南国际花卉拍卖交易中心为例,为其构建智能型CRM系统的体系结构和功能模型,提出了交易中心智能型CRM系统所特有的客户分析功能,并介绍了RFM分析模型在昆明国际花卉交易中心智能型CRM中的应用。 希望通过本论文的写作,在促进花卉企业的业务流程优化、提高企业面向客户的决策能力、科学并合理指导花卉供应商进行生产和经营等方面起到一定的积极作用,从而为我国的花卉行业在国际市场的激烈竞更多还原

【Abstract】 In this world based on Internet technology, E-commerce is changing life style of people and the types of operation of enterprises, changing the relation among the enterprise, customer and supplier completely, brought the competition for fierceness at the same time. The focus of the market competition has already been turned from the competition of the products t’o the competition of the brand, competition of service and competition of customer.Customer Relationship Management(CRM) just sprouts in such an environment and develops rapidly. CRM is a bridge, erect the tie between the enterprise and customer, bring the profit and larger rising space to enterprises; Make customers enjoy unprecedented high quality and personalized service at the same time , and feel that the enterprises seems to serve themselves only; Thus reached the "win-win" situation.However, author thinks in such a times for information explosion, the amount of information of enterprise’s database is increasing at the surprising speed, in the face of the enormous pressure of "information explosion" and " Data glut ", enterprises will set up the management theory of "regarding customer as the centre", can’t only put emphasis on using CRM thought, tool and method to strengthen the control over customer’s relation simply. The customer is in freedom forever, enterprises can not manage them forever, but author thinks enterprises can manage customer’s data and information on the basis of respecting the customer, understand the customers and their behavior deeply by means of customer’s information management. And exactly intelligent CRM can help the enterprise understand the customers and their behavior deeply, so intelligent CRM is the best choice of enterprises. However, intelligent CRM does not have a unified or standard model. Understand this trade and this enterprise deeply only before structuring, implementing intelligent CRM, the advantage of its intelligent CRM could be achieved.At first, the intelligence CRM and its core-business intelligence theory havebeen analyzed and summarized in this text; Secondly, information-based status of the domestic and international flower and plants trade have been explain, and the application mode of intelligent CRM of the flower and plants trade according to the characteristics of the flowers and customer’s information in flower and plants trade has been proposed on the basis of analysis of current situation of the flower and plants trade of our country and subject matter existing; Finally, Take KUNMING INTERNATIONAL FLORA AUCTION TRADING CENTER Co., Ltd as an example, build the system structure and function model of intelligent CRM system for it, put forward the peculiar analytic function of this intelligence CRM system, then recommend application of the RFM analystic model in this intelligence CRM system.Hope to through the writing of this thesis, play certain positive role to promote the business procedure of flora enterprises to optimize, and improve enterprise customer-oriented decision ability, and instruct flower and plants supplier to produce and manage reasonably, thus gain more advantages during the keen competition of the international market for the flower and plants trade of our country.更多还原