Study And Application Of Key Technology For CRM System Based On DM

In recent years Enterprise Resources Planning (ERP) has become the total manager of an enterprise for its effective scheme & optimization of all resources through managements of its material flow, capital flow and information flow. These resources include its inner resources (such as its personnel, fund, materials) as well as its outer resources (such as its customers, partners, etc.).In Customer Relationship Management (CRM), customer is the emphatic center. Due to the current consumer market tendency and the more drastic market competition, the emphasis of enterprise's management has been changed from traditional inner management (e.g. the management of production, material flow and financing etc.) to the comprehensive customer relationship management. CRM is becoming one of the kernel management systems of the enterprise. It is a complicated systematic engineering to manage the customer relationship effectively. Establishing, developing and maintaining good relationship and attaining the most benefit from this relationship are fundament targets of the enterprise.1. This dissertation studies the general business process of CRM system in current economic environment for domestic market, analyzes the model and characteristics of the integration of CRM and ERP. Then a primary solution is obtained.2. The important applications in CRM (e.g. the assessment of customer values & the selection of customers, consumer market division, the gain of new consumers, related & increment sales and consumers maintenance etc.) are discussed. In regard to the characteristics of CRM in photoelectron industry, the value theory about the assessment of customer value & the selection of customers which are most interested by users is also discussed. By means of data mining, an Analytic Hierarchy Process (AHP) algorithm used to realize this relevant evaluation.3. During the implementing process of Foshan ERP II system, according to the software engineering technology, its availability and plan, analysis of requirements, system design, modal design, system construction of database applications, data extract for data mining, design & connection of database etc. are analyzed in this dissertation in detail.4. The key factors of implementing CRM system in a successful enterprise are explored; the successful case is also presented here.All the works show that this CRM system can meet the needs of current customer relationship management in general production distribution, market operation and service support. It has provided the foundation for the development of this system in the future.