Design And Implementation Of CRM In Retail Enterprise Based On The SSH Framework

With the rapid development of economic globalization and China’s accession tothe WTO, trade barriers are becoming less and less. More and more internationallarge-scale retail enterprises have entered the Chinese market, China’s retail markethas become the red sea. At the same time, facing today’s social informationization,networking and digitization trend of development, how to use information method toconstruct information system which is suitable for enterprise customers, meeting therequirements of enterprise customers and seizing the opportunities, is the challenge ofour retail enterprises. Foreign enterprises with strong capital advantage andmanagement concept is superior to the domestic local enterprises. Chinese enterprisesmust integrate the information technology and improve the information managementtalent, and the construction and implementation of customer relationship managementsystem has become a key factor in the development of transformation.Combining the information management technology with the concept ofmanagement, the enterprise can use their own advantages to establish a suitablecustomer relationship management system. By collecting the customer information toform the basic customer resources database, and through the historical sales data toestablish data analysis model, we can provide differentiated services to differentcustomers, and the managers can make the best decision. The standardization andnetwork-based CRM can help enterprises to provide better service, find the marketingopportunities, and avoid the loss of customers.The main work are as follows：Firstly, using the technology of DIV and CSS to improve the human-computerinterface experience effectively. Meanwhile combining the asynchronous Ajaxtechnology, it allows users to add, delete, update operations easily and provides abetter user experience.Secondly, providing marketing management functions. Through enhancing datacollection capabilities, data analysis and processing, keeping the track of customers, itcan provide differentiated services to different customers, and let the managers makethe best decision. Lastly, the implementation of SSH framework can react quickly for thedevelopment of the CRM. The framework has a high safety performance, meets MVCthree-tier structure, and also has the ability to meet the needs of the enterprisesoftware development. At the same time, combined with the cross platform of Javalanguage, it makes the system to have good scalability and a certain flexibility.After testing, the customer relationship management system implemented in thispaper meets the needs of retail enterprise.