Research And Design Of ECRM Based On XML Technology

Along with the fierce development of E-Business technique and transformation of the customers' expense values, traditional CRM can hardly satisfy the requirement of the customers' individual need, service and product in the enterprise's E-Business environment. The CRM applied to E-Business (eCRM) comes into the eyes of our people. It is the enterprise's products and resources on the basis of customer service centres, to win market for the goal, through the effective integration of a rapid response customer behavior, giving customers one-on-one, interactive personalized services, improve the competitiveness of enterprises and improve business processes.As a generic, platform-independent and free technical standard, XML technique plays an important role in building eCRM system in the enterprises. This article aims at the application of XML technique in the enterprise eCRM system for research.The article first systematicly discusses the philosophy and architecture of CRM. In the view of the current confusion in the field for eCRM awarness, the essence and core of eCRM is proposed. Then through the concept of XML-related standards, the working environment and the principle combined the eCRM system's characteristic, the article elaborates the expression data interface, the definition service function and the data exchange technology. Meanwhile, it carries on a brief introduction and development prospects of analysis to XML standard CPExchange supporting CRM.Finally, on the foundation of preceding research work, a universal modal of eCRM based on XML technique is presented and designed. It analyzes the frame structure, the subsystems and the work flow and realizes this system's partial functions with the java web framework.At present, the development of a customer-centric scientific operation has become the life of the operation in foreign enterprises, while Chinese enterprises have a large disparity. The exploration and application of eCRM theory and technology in this thesis will function as clues for enterprises' informatization in their new stage business competition activities.