The Research And Implementation Of Analytical CRM System Based On ASP Cooperation Platform

With the gradual maturity of the domestic automobile market, companies increasingly strong demand for automotive customers relationship management. From the perspective of the automobile industry chain and against application status of CRM for the automotive industry, this paper discusses how to form a unified customer management in the industrial chain, to establish the characteristics of the automotive industry with analytical CRM. This paper studies how SMEs in the auto industry built a analytical CRM system based on the existing ASP collaboration platform and internal corporate business systems,which allows businesses to explore customer value from lots of customers'information as well as consumption.With the help of analytical CRM, the enterprises can provide more accurate and satisfied services to customers with customer segmentation and so on.This paper analyzes the automobile industry chain CRM application status,against ASP platform for OEMs, distributors, service providers'different requirement of customers analysis, therefore proposes the solutions of analytical CRM, based on data warehouse and data mining, developing a general design about both system structure and function by analysising system users' roles and carrying out use case modeling. Then, focusing on the database of customers, the essay establishes the data warehouse which is based on the theme of client, the theme of sales, the theme of services after analysising data warehouse, OLAP, data mining theory by using the tool of SSIS date integration services and using the SSAS data analysis tools handle it into multidimensional data sets by adopting star-snow logical model. Besides, this essay adopts ADOMD.NET technology to connect multidimensional datasets and uses OLAP technology to send the results to customers as diagrams with web page. Moreover, the essay excavates the value of customers from the enormous business datum of clients by using the data mining technology and uses the decision tree, clustering, association analysis algorithm to accomplish some goals such as Customer Acquiring, Customer Subdivision and Cross Selling, preliminary integrate a unified model of customer analysis. System feedback analysis of customer to sales and service sectors, to improve marketing and service efficiency. Finally, by studying data warehousing, OLAP, data mining technology, the thesis designs and implements the system function of each module.