The Application Research Of Customer Relationship Management Based On Customer Value Analysis

The customer is the most important resources and wealth to an enterprise, the customer relationship management (CRM) has already become the core of business management. And the chief task of CRM is the appraisal of the customer value. The effect of decision support, configuration of the resources and the real value of the CRM are all based on this task.Aim at the realistic situation and the customer relationship managing demand of Chengdu Mingchuang Ltd., this thesis presents the solution of MC_CRM by analyzing the creation, evolution, basic function and the general model of the CRM. The core question is to realize the evaluation of customer value due to the exact requirement. The main content and the feature of this article are listed here:By analyzing the core question of CRM, the appraisal of customer value is proposed as the key of the MC_CRM project. And the implementation of this project must take the collection, the management and the maintenance of the basic data in customer relationship management as the foundation. By defining the customer value appraisal method and computing customer value, the decision support can be made on the basis of customer value analysis.The simplified LTV model and KFP model are established after syncretizing management science, economics, fuzzy mathematics etc, and the model is optimized and improved at its usability, practicality and IT realization.The MC_CRM system is designed and implemented successfully with the J2EE...