【作者】 张弛；

【导师】 李宣东； 匡宏宇；

【作者基本信息】 南京大学 ， 软件工程（专业学位）， 2020， 硕士

【摘要】 社交化客户关系管理(Social Customer Relationship Management,SCRM)是在技术平台、商业规则、工作流程和社会特征支持下的一种企业哲学和商业策略,旨在使客户与企业协同联动,以便在可信、透明的商业环境中实现互惠互利的价值共赢。这是企业对客户话语权的积极响应。随着互联网的高速发展和Web2.0时代的到来,客户关系管理正在由以客户为中心的CRM逐步向以社交化媒体为中心的SCRM转变。这两者的区别不仅在于是否整合了社交网络,更在于深层次理念上对于管理和经营的侧重不同。在这个社交媒体盛行的时代,SCRM更能帮助企业解决信息触达的问题。国内的SCRM系统往往借助微信、微博、QQ等用户量巨大的软件对用户的上网行为进行分析,得出用户的喜好、习惯、意向等数据,帮助企业进行针对性的营销。但社交媒体所能产生的信息远不止于此,等待企业进行探索的领域还十分广阔。腾讯企点作为国内领先的SCRM平台,借助腾讯天然的社交优势帮助企业通过多种方式获取商机。本文基于腾讯企点平台进行开发,为企业提供了两种客户引流途径,分别从网页和QQ群进行引流。同时还实现了商机提取功能,帮助企业用户从每天收到的大量聊天信息中提取商机。系统按照功能可以划分为三个模块,分别是WPA管理模块,行业群管理模块和产品需求信息获取模块。WPA管理模块为企业用户提供了网页客户接待能力,并在网页聊天窗中嵌入一键加好友功能,方便企业用户与客户快速建立长期联系。行业群管理模块以分好类的QQ群为基础,根据用户所在行业向其推荐行业交流群,希望用户通过行业群收获更多商机信息。产品需求信息获取模块对用户需要监控的聊天信息进行分析,若信息被识别为商机信息,系统会将该信息收集整理并进行推送,用户在商机推送页面可集中处理。本系统后端部分使用TSF2框架实现各个模块的功能,相关数据信息主要存储在My SQL中,部分对读写速度要求较高的数据使用内存级系统CKV存储。商机提取模块于2019年12月上线,获得当月腾讯微创新奖。目前正在使用该功能的企业包括慧聪网、找钢网、工品汇、都能印和有色网等。系统平均每天帮助企业提取商机信息超过50000条,获得企业的广泛好评。更多还原

【Abstract】 Social Customer Relationship Management(SCRM)is a philosophy and a business strategy,supported by a technology platform,business rules,workflow,processes and social characteristics.SCRM is designed to engage the customers in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.It is the company’s active response to the customer’s voice.With the rapid development of the Internet and the advent of the Web 2.0,customer relationship management is gradually changing from customer-centric CRM to social media-centric SCRM.The difference between CRM and SCRM is not only the integration of social networks,but also the different emphasis on managements and operations in the core concept.In this era of prevalent social media,SCRM can better help enterprises to solve the problem of information access.Domestic SCRM systems often use We Chat,Weibo,QQ,etc.that have a large number of users to analyze users’ online behavior,so as to obtain data such as user preferences,habits,and intentions to help enterprises conduct targeted marketing.However,the potentials of the social media is still not fully explored by the enterprises.As the leading SCRM platform in China,Tencent Qidian helps enterprises acquire business opportunities in various ways with the help of Tencent’s natural social advantages.The work of this thesis is proposed based on the Tencent Qidian platform,and provides two ways for users to contact customers,i.e.,from the web page and from the QQ group.Meanwhile,the business opportunity acquisition function is also implemented to help users acquire business opportunities from the large amount of chat records received every day.The system can be divided into the following three modules: the WPA management module,the industry group management module,and the product-demand-acquisition module.The WPA management module provides enterprise users with the ability to attract customers from webpage,and embeds an add-friend function in the web chat window to help enterprise users quickly establish a long-term relationship with the customers.The industry group management module recommends industry chat groups to users according to their industries based on the classified QQ groups,expecting that users can gain more business opportunities through industry groups.The product-demand-acquisition module analyzes the chat records that the user needs to pay attention to.If the chosen record is identified as a business opportunity,the system will collect the record and push it to the user,so that the user can focus on all recommended business opportunities in one specific page.The system uses TSF2 framework to implement the back-end part of each module.The relevant data is mainly stored in My SQL,and some data that requires high read and write speeds are stored in the memory-level system CKV.The business opportunity Acquisition module went live in December 2019 and won the Tencent Micro Innovation Award of the month.Enterprises that are currently using this feature include HC International Inc.,Shanghai Zhaogang Netcom Corporation Limited,Suzhou MROshop Information Technology Corporation Limited,Henan Dounengyin Network Technology Corporation Limited,and Shanghai Yousewang Information Technology Corporation Limited,etc.On average,the system helps enterprises to extract more than 50,000 pieces of business opportunities every day,and is widely praised by those enterprises.更多还原