【作者】 程屿菲；

【导师】 聂规划；

【作者基本信息】 武汉理工大学 ， 管理科学与工程， 2004， 硕士

【摘要】 客户关系管理对于我们来说已经不是一个新名词了，它的核心理念是“以客户为中心”。但是就目前的应用情况而言，大多数的客户关系管理系统仅仅只是停留在“以客户活动为中心”的层次上，并没有实现真正意义上的“以客户为中心”。因此，我认为有必要在这个基础上对客户关系管理的理论和应用做进一步的扩展和研究。 将知识管理和商业智能的理论和技术整合到客户关系管理中有助于客户关系管理理念的进一步深化和发展。整合了知识管理以后的客户关系管理理论，不仅仅只是以客户的业务活动为中心，而且还实现了以客户知识为中心，产生了客户智能的理念；整合了商业智能以后的客户关系管理系统，有了先进的分析技术和工具作为支撑，具备了产生客户知识的能力。本文将这种整合了知识管理和商业智能以后的客户关系管理系统称为智能化客户关系管理系统。智能化客户关系管理系统不仅继承了现行客户关系管理系统“以客户活动为中心”的思想，而且还实现了以客户数据为基础，以客户知识为驱动，以客户需求为导向，这进一步扩展了客户关系管理中“以客户为中心”的核心理念。 本文的创新思路在理论、技术和应用方面均有体现：在理论上，本文结合知识管理的理论和方法，提出了客户知识管理的概念，结合商业智能的理论和技术提出了智能化客户关系管理的理念，并对智能客户关系管理系统进行了详细的定义和解释，通过对比现行CRM系统在功能上的不足，分析了智能化CRM系统的架构和主要特点，并且进一步提出了智能化CRM系统的实施步骤和影响其实施的主要因素。在技术上，本文是结合自己实践和学习中的体会对几个常用的工具进行评述。在应用上，本文针对智能化CRM系统的功能和特点分析了智能化CRM系统适用的行业范围，论述了智能化CRM系统所能分析的一些客户主题并且对一类典型的主题进行了详细的建模分析，特别是在最后的应用案例分析中，笔者结合自己参加深圳市龙岗区统计局信息系统建设的项目实践，将智能化客户关系管理的解决方案应用到政府部门的信息化建设中，这也是本文的创新点之一。更多还原

【Abstract】 Customer Relationship Management is not a new term for us. Its key idea is to " regard the customer as the centre ". However, as far as the present application is concerned, most of the CRM systems have not really realized regarding the customer as the center, but only stayed on the level of "regarding the customer’s activity as the centre". So I think it necessary for us to do a further study on this basis.Combining the theory of Knowledge Management and the technology of Business Intelligence to the Customer Relationship Management contributes to the further promotion and development of this idea. When combining the KM theory, it has not only regarded the customer’s activity as the center, but also realized regarding the customer’s knowledge as the center and produced the theory of Customer Intelligence. After combining the Business Intelligence, the CRM system has processed the ability of producing the customer’s knowledge. The article calls this kind of integrated CRM system the Intelligence CRM system. The Intelligent CRM system inherits the idea of "regarding the customer’s activity as the center" and realizes basing on the customer’s data, regarding the customer’s knowledge as the driving force, taking the customer’s demand as the direction, which has further expanded the CRM’s key idea.The new ideas of this article reflect in theory, technology and application: In theory, The author proposes the concept of Customer Knowledge Management combining with the theory of Knowledge Management, and puts forward the theory of Intelligent CRM combining with the theory of Business Intelligence, defining and explaining the I-CRM system in detail. Through comparing with the current CRM system, the author analyses the framework and the main characteristic of the I-CRM system, further more puts forward the implementation steps of it. In technology, the author comments on some relative tools in general use. In application, the author analyses the suitable fields for the system to be implemented in and describing the topics that the system can analyze, especially in the last practical case, the author applies the solution of Intelligent CRM system to the information construction of the government department, which is one of the new ideas in this article.更多还原