The Research On Intelligent CRM System Based On ERP For Manufacturing Enterprises

To keep and enhance the competitive advantages, it is essential for enterprises to master customer information comprehensively, know customer needs accurately, discover potential customer, respond rapidly to market and improve customer service so as to improve customer satisfaction and loyalty continuously. The intelligent CRM system based on ERP for manufacturing enterprises is taken as the research object by this paper with the use of theories and methods such as customer relationship management (CRM), data warehouse and data mining. The following researches have been done.(1) Combing of intelligent CRM research status and theory.On the basis of the overseas and domestic research status, the outline and classification of CRM and integration between CRM and ERP system have been discussed. Then data warehouse, OLAP and multidimensional data model, data mining, business intelligence have been collated from a point of implementation view.(2) Modeling of Intelligent CRM. By using theories and methods such as customer relation management and data warehouse, four models have been made:customer value oriented customs classification model, customer credit rating model based on "5-C" credit rating method, customer loyalty evaluation model based on clearance limit theory and customer satisfaction evaluation model based on extensional Analytic Hierarchy Process and fuzzy comprehensive evaluation method.(3) Design, development and analysis of Intelligent CRM system. Based on the old ERP system developed by the development group including the author, B/S structure and JAVA language (ExtJs+Struts2+Hibernate+Spring) are adopted to develop the system. Comparing to the old system, the new one has expanded in the following four modules:basis data management of customer, sales management, service management and intelligent decision support. And the Intelligent CRM system has been applied to analyze a specific customer comprehensively.