Design And Implementation Of Guangfa Fund CRM System

With the fast development of internet finance and the arrival of big data era, CRM has the special attributes to easily combine with corporate marketing strategy, so it is natural to introduce CRM into marketing field. Companies realize that CRM plays one critical role to solve marketing problems, and it becomes the first step of marketing strategy to adopt systematic tools capable of analyzing customer’s information. This is the reason that in many industries CRM is rapidly focused by people and is introduced.Based on Guangfa fund CRM project and CRM basic theories, this thesis deeply analyzes the feasibility of Guangfa fund customer relationship management business. After considering the current sales business situation of Guangfa fund, the most suitable operational CRM system is selected. Then requirement investigation is conducted with Guangfa fund business departments and professional business requirement analysis is completed to deliver detailed business requirement document. The major work of this thesis is as following:From CRM’s definition, the recent situation of CRM system in financial market, the limitation and existing problems of CRM system in financial market, consulting firm’s views on CRM system’s limitation and other aspects, CRM’s basic theories and development situation are illustrated. System architecture theory and implementation technology that CRM system development utilizes are introduced. The system is designed according to J2EE standard. MVC model is used as the implementation architecture. Struts, Spring, Hibernate and other techniques are utilized in real implementation. Based on the previous investigation and business requirement document, the detailed design and implementation of data integration design sales work management module are illustrated regarding this operational CRM system.Finally the thesis points out that the operational CRM system can gradually evolve as co-operational and analytical CRM system by the means of continuous upgrading, which can provide comprehensive technical solution to support corporate future direct sales e-commerce business.