Research And Application Of OLAP In CRM Of Rail Freight Transportation

With the implementation of rail freight reform and running of e-commerce platform, the department of rail freight is changing its traditional service idea. In this case, the managers of rail freight hope that the theory of CRM would be applied to rail freight services, which would optimize the process of rail freight business and improve the service quality. The paper apply OLAP to rail freight’s CRM system and research the key technology of OLAP supplying decision support for rail freight.First of all, based on the theory of CRM, the paper analyses the basic architecture of rail freight CRM system, summarize the necessity of applying CRM to rail freight. Based on the CLV theory, draw up the themes that OLAP would apply in rail freight CRM, which include CSR research, big customer research and customer volatility analysis. Then the paper analyses the key technology of the research scheme of these analysis theme.Based on the theory of DW, the paper analyses the DW’s overall structure of rail freight CRM. Then research the implementation scheme of applying OLAP in the rail freight CRM from4aspects concluding data preparation, DW design, data mart design and DA. At last, achieve the scheme by Microsoft SQL Server and analyses the result in detail, which would provide decision support for rail freight business.The innovation of this article is applying OLAP in the rail freight CRM and instituting rail freight business rules by researching the analysis results. The paper has a guiding significance for implementation scheme of rail freight CRM and reference effects for the building of the rail freight DSS.