Crm System's Rule-based Engine Design And Realization

Customer Relationship Management (CRM) system is capable of bringing significantly improvement to enterprises on operating results and comprehensive optimization of value-added chain. Through various channels, it can expand market space, retain old customers and attract new customers. Therefore, the successful implementation of customer-centric CRM system is one of the key factors to win the fierce battle for market share in the competition for all walks of life. However, among the current market, some traditional CRM systems are not well enough to meet the requirements of SME, how to design and implement powerful, easy to use, and high flexibility, cost-effective, close to the expansion necessity of enterprise-level CRM systems into practice become a major problem need to be resolved for the customer relations services development.As to better serve the customers, for the SME who has a huge customer base, the utilization of transaction data based points'calculation/redemption/campaign management system and traditional CRM system combined CRM system is propos id to lift the enterprises competitiveness. Points could be regarded as one of the best ways to remain customers:it can greatly boost customer's loyalty, while at the same time the requirements of the system also will be upgraded, such as real-time point redemption management, transaction processing with large data files to generate points, and for real-time or scheduled data transfer. The periodic advertising campaigns are also increasingly concerned by enterprises, the use of pre-defined campaigns, to forecast the potential target group, send campaign invitations to the related ones, then maneuvers campaigns and to collect feedback from the corresponding statistics to prepare the basic data for the next campaign, and ultimately enhance the core competitiveness of enterprises.This hard core of this CRM system is built on Drools rule engine, which is based on JAVA platform and made to decouple the complexity of business logic components and reduce the cost of system maintenance and scalability. Nowadays, rule engine is widely used inside the enterprises, including wages calculations, bonus calculations, a variety of mixed merchandise discount calculations, point redemption, etc.; as a result, the time of the development life cycle is shorten. The combination of rule engine technology and the CRM system is not only reflect the availability, stability, scalability, performance, support for heterogeneous environments, but also through the use of a variety of popular open source framework to reduce development, deployment and management costs, so as to achieve the purpose of improving customer satisfaction.Firstly, this thesis will discuss the issues and problems that the enterprise CRM system facing at the current situation; it will explicit the necessity of the development of rule engine based CRM system. On this basis, it will discuss and analyze the transaction-based points' calculation/query/redemption/management, marketing campaigns'definition/ forecast/management/reporting function modules and their main processes. Based on the Drools rules engine and other related J2EE technologies, the UML and object-oriented theory, and the utilize of system modularization, then it will analyzes CRM system structure, explain the corresponding detailed design of the core subsystems, which focuses on customer points management, marketing campaign management, enterprise portal website and integration and implementation of external suppliers. Finally, it will evaluate the system scalability and system analysis of investment returns.