The Design Of The Data Support System And The Customer Data Analyzing In CRM

In market competition, along with the widely applying of the CIMS(Computer Integrated Manufacturing System) and ERP(Enterprise Resource Plan), many enterprises have gone to the similarly highly level of internal factors, such as product quality and accommodating in time. Having been made perfect in every respect such as management and manufacturing within the enterprise, the external factors, such as obtaining the new customers, holding the old customers and increasing the customers' profit-contribution, have to play a more important role in the business under the pressure of the market. "Customer relationship management" has been paid a big attention from 1999. Many domestic and overseas software providers, such as Oracle, Siebel, have released their information systems with the title "CRM", and have been applied in some corporations.But until the present time, CRM system has still stayed at automating the process of sales and customer supporting. There is only scarcely research about the more valuable things, how to analyzing the colleted customer data and how to integrate the result of the analyzing into the relevant business processes.Focusing on the question of the customer data analyzing, this paper discusses the tow key factors---data environment and analyzing methods-in the implement of the CRM. At first, this thesis outlines the CRM system, introduces the conception, function, regimentation and the products of CRM, and summarizes the trend of the future CRM software product. And then, this thesis discusses the analyzing CRM, which has not been often refer to, the development background of the Marketing theory and Information technology, and the EAI (enterprise application integration) with ERP, CIMS and E-Business. This thesis describes the common requirement of the data environment for the CRM customer data analyzing, comparing the difference between the DB-DW two-layer system and the DB-ODS-DW three-layer system, then proposes the framework of the analyzing CRM data environment. The design method of the ODS(Operation Data Store) middle-layer is discussed throughout a practical engineering project. After the data environment has been established, this thesis summarizes thetotal process for the customer data analyzing. Due to a project, the implement of SVM(Support Vetor Machine) method is proposed in the key approach of the customer data mining, and the arithmetic is fixed to adapt to the CRM. At the end of the thesis, the integrated solutions coordinates technology and business is discussed, according to the requirement of the customer-segmentation and the customer holding.