The AnaLysis and Design of CRM System for Shandong Business Properties Co., Ltd.
|Keywords||Customer Relationship Management Four-layer structure MVC|
Customer Relationship Management is such a solution, which combined modern management principle and the advanced IT technique. It maintains the data, follows the transactions and analyzes the customer behaviors, in order to mine the potential or valued customers and enhances the enterprises’competition capability. CRM requires customer-centrie business philosophy and corporated culture to support effcetive marketing, sales andserviee proeess. CRM’s essenee is "customer-oriented" management thinking, management strategy.This system is made for Shandong Business Properties Co.,Ltd. based on its characteristics and requirements. Firstly, this paper introduces the background about the Customer Relationship Management (CRM), the present situations of CRM research. And then it introduces key techniques used in the development. Next, based on the analysis of the requirements, the paper discusses the system design, and the design of the business logic layer, database access layer and database. At last, it shows the realization of the total system.This thesis analyzes and designs the CRM system using object-oriented analysis method and UML. According to the system’s requirement, it classifies the system into subsystems contains customer access management, basic data management, systems management, marketing management, sales management, service management, decision support management.This thesis defines use cases and writes the use cases’documents according to the static analyse.It ascertains the system’s action and draws the corresponding interactive diagrams according to the dynamic analysis.The system could run properly when testing, and it makes clear that the design method is correct and valid.The construction of Shandong Business Properties Co.,Ltd. CRM System was based on the self-management level.The system construction helped the company solving the following problems:(1) It improved the customer analysis and management efficiency, achieved the company whole business data informations sharing across different departments, enabled the company operate more efficient.(2) It furtherly expanded the market. Through the CRM system’s statistical analysis and decision support functions, the company could subdivise customers and plan product market programs grouply. Through the new business model the company could expand the company’s business scope.(3) It could retain more customers. Through the CRM system, customers can choose preferred communication mode to exchange and cooperate with enterprises, so as to enhance customer satisfaction and retain more old customers and attract more new customers.(4) It achieved high integration of business management. CRM system has the customer independent characteristics; it can run on any computer linked to the Internet. The system is not only used in the Customer Service Centre, it should be used in the whole company to share and integrate information for the company.