Design Of Customer Relationship Management System Oriented Oil Industry

Since China joined the WTO in2001, the oil industry in China began to open forother countries. Famous companies around the world began to build gas stations inour country. As the main means to service and brand effect, further intensifyingcompetition in the market. Therefore, China’s oil retail business overall operating trainof thought is also gradually from the focus on network expansion to establish with thecustomer as the core service concept and change of the mechanism. To this end, A oilcompany have also launched a series of new measures to adapt to the changefulcompetition environment, and puts forward to the customer as the center of theservice marketing concept.The system use (struts+spring+hibernate) MVC three-tier architecture,includeing the model layer, the view layer and the control layer. The view layer’sdynamic and static page is separated. Static page use an HTML page and the dynamicpages use the freemarker to define dynamic template. The control layer use spring asBean factory to manage the entire business process instance. Model layer usehibernate as the framework of data extraction and use connection pooling to managedata connection. To control the number of sessions effectively and rational utilizationof database resources,the system is divided into three subsystems, including thecustomer portal, the management system and the business analysis system. Portal ismainly responsible for to provide gift cash and news bulletins and value-addedservices. The management is responsible for maintenance, including giftinformation’s maintenance, value-added service information’s maintenance, customerinformation’s maintenance and maintenance of web page, the access of web page’smaintenance. Business analysis is responsible for the customer’s refueling records andprepaid money records and other data for analysis. Customers in the gas station for oil consumption can get bonus points. Customers with the real-name in the systemthrough customer portal login can exchange gifts and value-added services withpoints. This can encourage oil product customers in oil consumption. At the sametime the portal can show more that something not oil.To attract customers for thesomething not oil’ consumption. The business analysis system can analyze customerconsumption’ data and exchange’s data. Then will make the market strategyaccurately, and provide good services to customers to improve customers’ loyalty.Finally realizes the marketing’s mutual benefit.This paper introduced the domestic and foreign development of the customerrelationship management and its development trend first. According to A company’scurrent development situation, put forward the necessity of the system. Then brieflyintroduced the systems’ framework and network’s framework that are used in thispaper. Then makes the system’s demand analysis, design, implementation andpresentation. At the same time, due to the limited space so that part of the subsystemonly do a simple introduction. Now A company in Shandong Jinan has used thecustomer relationship management system. At present, the system is running good.For just1month now, has more than2000people registered real-name customers.This system obtained the customer high praise and recognition.