【作者】 陈亮；

【导师】 徐宏毅；

【作者基本信息】 武汉理工大学 ， 通信与信息系统， 2012， 硕士

【摘要】 当前,中国通信行业正面临着经营环境和市场格局的深刻变化和挑战,如何提高企业的核心竞争力,如何在客户忠诚方面取得令人满意的成果,笔者认为,可以通过引入客户关系信息系统管理来解决。本文首先对国内外研究现状做出了相关综述,其次给出了论文的主要研究方法和技术路线分析,对文章所涉及到的营销理论作出介绍,使用PEST分析方法,分析某公司所处的政治、经济、产业竞争环境及技术环境；运用SWOT战略分析方法深入分析了某公司公司所具备的优势、机会,面临的弱势与威胁。第二部分是文章主体部分,主要分为三章,首先根据客户需求制定数据库的设计模型；在设计相关应用系统时采用不同的数据库软件,包括ORACLE-9i, SYBORACLE-8i, ASE-12.0, SYBASE-12.5等数据库软件。其次以此设计模型作为客户信息系统设计的基础,制定设计符合某公司客户发展的信息系统管理平台；客户关系时间动态管理模型的核心思想是在不同的客户关系阶段,针对不同客户类型制定有不同客户关系管理方案,通过此系统管理平台的实际运行并结合客户生命周期理论的四个阶段建立了某公司客户关系管理图,在此管理图的挞础上制定了在客户生命周期四个阶段某公司应该采取的具体营销策略并付诸于实现。第三部分当中,本文对此次设计研究做出了总结和未来展望,也阐明了在设计研究过程中存在的不足。同时,针对我国现有通信市场竞争现状并结合某公司现有营销管理模式的分析,制定设计了符合某公司发展的客户信息系统,阐述其必要性。并制定了某公司在新的市场中为提升竞争力所应采取的策略,具有一定的现实意义。更多还原

【Abstract】 Nowadays, China telecommunication industry is experiencing huge changes and challenges, so is the China Unicorn. How to enhance the enterprise core competence, acquire satisfactory achievements at increasing customer loyalty, decrease enterprise marketing expenses and integrate enterprise resources remains a confusing puzzle before US. This thesis suggests that customer relationship management(CRM) can be utilized to handle it. Focusing on customer demands, CRM is not only an advanced ideological system of management but also a set of computer software system. Only through CRM can the enterprises be aware of customer’s demands and supply the satisfactory products or service, Thus the enterprises will be able to survive the severe competition and develop well.The author thinks, can be achieved by introducing customer relationship management to solve. Customer relationship management with customer demand oriented, it is a kind of concept and mode, is a set of advanced computer system. Only through customer relationship management, understanding of customer needs, and to provide satisfactory products and services, enterprises can in the fierce competition to survive and get good development.Firstly, the article makes the relevant overview to the research situation at home and abroad. Secondly, the paper gives the main research method and the technical route in the analysis. And later, it introduces the marketing theory, customer relationship management theory and customer lifecycle theory involved in the article.The second part is the main part of the article, mainly divided into three chapters, first understand the specific link to the actual needs of customers, according to the requirements for the database design model; secondly to design model as the customer information system design based, formulation design with Unicom customer development management information system platform; this system through the actual operation management platform combined with the customer life cycle theory of four phase to build the Unicom customer relationship management, this management pattern was developed on the basis of customer life cycle of the four stage of Hubei Unicom should adopt specific marketing strategies and put into implementation.This article made a summary of the future and expounded the defect existing in the process of research in the third part.Based on current market competition situation and telecommunication operators, this paper corried on the marketing management mode analysis of existing China, introduces customer life_cycle management concept, exponds the necessity. And we develop new markets in the new Hubei Unicom to enhance the ompetitiveness of the strategy to be taken. We hope this paper will have some practical significance.更多还原