The Design And Implementation Of CRM System In The Industrial Products Marketing

Customer relationship management (CRM) system is the modern marketing theory, the idea that take the customer as the center in the typical application in enterprisemanagement, customer is the center of all the activities of enterprises.The purpose of this paper is to design and develop a suitable system for smalland medium-sized industrial products marketing company of customer relationship management (CRM) system, help enterprises to improve the level of customer relationship management (CRM).According to the industrial marketing enterprise characteristics, combined withthe study of CRM theory and technology and the demand for system analysis, to determine the implementation scheme of the system. This design uses the Browser/Serverthree-layer architecture model for design. The system used Microsoft SQL Server2000as the database Server, using Microsoft Visual Studio. NET2005as a developmentplatform, using c#language for application development, ADO.NET technology isapplied to implement efficient database communication on the Internet.Combining with the characteristics of the needs of the development system anddetermine the function modules of CRM software system and business process, including the system overall function design and the detailed function design of each module. The system design has realized the employee information management, customer resource management, project management, customer service management, and analysis of decision management subsystems.Customer resource management is the most basic content in the management ofcustomer relationship management，including the static information，such as customernatural information、 contact information、job situation、the administrative authority and the dynamic information including the trading history, purchase frequency,product preferences, etc.Timely and accurate putting customer static and dynamicinformation into the CRM customer relationship management (CRM) system is verybeneficial for the company to take control of the customer resources from thesalesmen’s hands.And also can get the real needs of customers and customer valuethrough the customer’s dynamic performance analysis.The greatest characteristic of this system is the design in the process of projectmanagement. Relative to consumer marketing, industrial marketing company ofcustomer relationship management (CRM) has its different characteristics. Industrialgoods marketing mainly for group customer with large order and transaction processis more complex,some still need to pass through bidding such as complex procedureto determine the winning suppliers. And, in general, the purchasing decision maker isnot always one person in industrial product marketing, but a decision-making team, soin the process of project purchasing,the salesman needs to communicate with manybusiness people. So, industrial products marketing transaction process will experiencea longer time. In this long and complicated research period,it is very crucial to preventlosing order through scientific management and information technology platform.Therefore, this system is specially designed with strong pertinence process controlfunction module.A complete customer relationship management (CRM) system, must not be alack of analysis and decision, otherwise, all data retained and accumulation willbecome meaningless. CRM information system is a more long more tool platform canreflect the role of the system. Data accumulated for a long time, will be able to clearlyreflect dynamic customer demand and the trend of the development of the market. Inthe CRM information system of the intelligent design analysis and decision function,will maximize the reflects the power of the data.According to the specific requirements of company for analysis and decision, this paper designed for analysis and decision function following functions: the factors impact assessment algorithm, sales forecast analysis, performance evaluation, the valueof ratio analysis, and other functions. Using these algorithms respectively to realize th e reason of the customer loss assessment, performance appraisal analysis, evaluate and analyze the customer complaints, etc., provide data basis for business decisions.This is a set of specially designed for small and medium-sized industrialproducts marketing company of customer relationship management system, has thevery bright industrial marketing characteristics. Although not perfect enough, but inthe using process for continuous improvement and summarization,we believe that thissystem can get better play.