辽宁移动CRM系统的设计与实现

辽宁移动CRM系统的设计与实现TheDesignandImplementationofthesystemintheLiaoningchinamobileAthesisSubmittedtoDalianMaritimeUniversityInpartialfulfillmentoftherequirementsforthedegreeofMasterofEngineering摘要在当今激烈的市场竞争环境中，竞争对手的增加、业务的多样化和全球化使企业间的竞争急剧增强，这就迫使企业必须从传统的“以产品为中心”向“以客户为中心”的经营管理和运营模式进行战略转型。客户是企业至关重要的成功因素和利润来源，企业只有不断地通过各种渠道了解客户需求，提高客户的满意度来获得利润，这才能在市场竞争中立于不败之地。客户关系管理（CustomerRelationshipManagement，CRM）的核心思想就是以客户为中心，这种思想必须渗透到企业管理的每个环节。CRM的宗旨就是改善企业与客户之间的关系，使客户时时感觉到企业的存在，企业随时了解到客户的变化，从而加深了客户的忠诚度，为企业带来更高的盈利水平和发展空间。中国移动经历了通信行业的三次重组之后，已经由一个完全垄断者变成了一个市场竞争参与者。在角色转变的过程中，中国移动需利用先进的管理理念来提高企业的管理水平，改善企业与客户的关系，从而占据大众市场的主导地位，进而提升企业的核心竞争力和盈利能力，在激烈的市场竞争中取得行业领先。本论文就是从电信企业的全业务经营特点出发，使用PHP和MySQL技术并结合CRM管理理念建立一套适合电信企业使用的CRM系统。该系统能够记录客户及企业各类产品的相关信息，统计出客户、各行业及企业内部各营销单位和渠道商的收入情况，并对收入情况进行环比比较，为企业了解客户、细分客户市场、制定市场营销策略和企业内部管控提供统计数据。CRM系统在电信企业的应用已经成为企业赢得客户并在日益激烈的竞争中胜出的基础。本文研究CRM在辽宁移动中的应用具有重要的现实意义和实用价值。关键词：电信企业；PHP；客户关系；CRM英文摘要AbstractInthemodernfuriousmarketingcompetitionenvironment,theincreasenumberofcompetitors,thediversificationofbusinessandtheglobalization,makesthecompetitionbetweenenterprisesmoreandmorefuriously.Allofthesefactorsforcetheenterprisesdrivetheirbusinessadministrationmodelandbusinessoperationmodelstrategicallyfromthetraditional“productcentralization”to“customercentralization”.Thecustomeristhekeyessentialofsuccessandmainbenefitresourcetoanenterprises,onlytomakecontinuouslyefforttounderstandthecustomer‘sneedingthroughbyallmeansandobtainthebenefitbyincreasingthecustomer’ssatisfactionlevelcanmakeanenterprisesaalwayswinnerinthemarketcompetition.ThecorethoughtofCRMisthecentralizationofcustomer,thisthoughtmustbeinfiltratedintoeverypartoftheadministrationofanenterprises.ThetenetofCRMistoimprovetherelationshipbetweentheenterprisesanditscustomer,tomakethecustomerrealizetheexistenceoftheenterprisesbyanytime,tomaketheenterprisesknowthechangeofitscustomerintimeandstrengththeloyaltyofthecustomer,whichbringsthehigherbenefitanddevelopmentspaceoftheenterprises.After3timesre-combination,ChinaTelecomhaschangedfromacompletemonopolyenterprisestoacompetitorinthemarket.Inthetransitionprocess,ChinaTelecomneedstouseitsadvancedadministrationmindtoimproveitsadministrativelevel,improvetherelationshipbetweenthecustomersinordertooccupytheleadingpositioninthemarket,andthenimprovethecorecompetitiveabilityandbenefittoachieveitsleadingpositioninthewholeindustry.Thisthesisbasesonthebusinessoperationcharacteroftelecomenterprises,triestousePHPandMySQLandCRMadministrativemindtoconstituteasystemwhichissuitablefortelecomenterpriseswithCRMsystem.Thissystemcanrecordthecustomerandtheenterprise’sproductinformation,summarizetheincomingofthecustomerandotherindustriesandtheenterprises’internalmarketingunitandchanneldealers,thenanalyzetheincomingsituationstepbystepinordertoprovidethestrategicallydateforbetterunderstandingtothecustomer,detailingthemarket,makingmarketingstrategyandtheenterprisesinternalcentralization.TheusageofCRMsystemintelecomenterpriseshasbecomethebasicfactorofobtainingthecustomerandthekeyfactorof英文摘要winningthefuriouscompetitioninthemarket.ThestudyoftheusageofCRMinliaoningchinamobile,whichthisthesisisdiscussing,hassignificantrealisticandpracticalvalue.KeyWords：Telecomcorporation；PHP；Customerrelationship；CRM目录-1-目录摘要..............................................................3Abstract............................................................4第1章绪论.........................................................11.1研究背景..............................................................................................................................11.2课题的国内外研究现状.......................................................................................................41.2.1国内外研究现状.........................................................................................................41.3课题开发的目的和意义.......................................................................................................51.4课题研究范围及论文组织结构............................................................................................5第2章CRM的相关理论研究与技术实现.................................72.1客户满意与客户忠诚............................................................................................................72.1.1客户满意的涵义..........................................................................................................72.1.2客户忠诚的涵义..........................................................................................................82.1.3客户满意与客户忠诚的关系......................................................................................82.1.4培养客户忠诚的途径..................................................................................................92.2CRM的内涵及功能..............................................................................................................122.2.1CRM的定义及内涵..................................................................................................122.2.2CRM的功能..............................................................................................................142