The Design And Application Of CRM Systems Based On Data Warehouse

With the development of information technology and the rapid progress of internet-economy, the conventional commercial mode is changing radically. In many trades, more homogeneous are the products and service provided by diverse enterprises, more candescent is the competition among them, and at the same time the expectation of customers is being higher for quality, individuality and value. So the loyalty of customers is a significant factor and the foundation of enterprises' predominance. The appearance of CRM (Customer Relationship Management) based on the Data Warehouse technology became a key to the situation.In this paper, the framework of CRM, the design and implementation of CRM and the application of Data Warehouse technology to CRM are discussed. The following is the contents of the paper:1 This paper introduces the concept, history, framework and operation area of CRM; and then discusses the Data Warehouse technology applied to CRM.2 The relationship among CRM, ERP and SCM is analyzed as emphasis. The three enterprise information solutions are all pop but concentrated on different points. So the paper discusses the overlap of operation area among CRM, ERP and SCM and their development.3 The implementation of CRM. It programs the implementation of CRM strategically, discusses the method of CRM implementation and evaluation criteria detailedly and points out certain problems, which are easy to be ignored.4 The paper explicates importance of Data Warehouse technology in CRM system according to the requirement of CRM and the predominance of Data Warehouse technology, discusses the application of Data Mining toCustomer Segmentation and develops a CRM model based on the Data Warehouse technology and a model of Customer Segmentation based on Customer Information Data Warehouse.5 In CRM system, Customer Information Data Warehouse is the key to success. So the paper discusses the construction of Customer Information Data Warehouse. Concentrating on the data model, a three-level modeling method is developed and applied to the construction of Customer Information Data Warehouse. And the Data granularity is also discussed.6 Based on massive papermaking enterprises, the paper points out the importance of CRM to enterprise information system in modern papermaking industry and analyzes the integration solution between CRM and existing information system. A design of CRM is developed for certain papermaking enterprise, which is used to improve Enterprise Information Integration Manage System.