The Design And Implementation Of Cust Omer Relationship Management System Based On Shandong Volkswagen 4S Shop

The global economy model is transforming traditional production-oriented to novel customer-oriented model. With the transformation, customer plays more and more important role in nowadays’ business. Meanwhile, enterprises have to pay enough attention to hold their current customers and exploit new customers for survival and development in fierce market competition. Scientific customer relation management, which can improve the service and product quality and increase customer satisfaction according a continuous process, becomes a key factor to hold and exploit customer market for enterprises.Taking Shandong FAW-Volkswagen 4S store as research background, we focus on the design and implement of a customer relation management information system. The MIS is a uniform information platform which can provide consultation, complaints, advice, subscription and maintenance service for customers and also provide effective store and query service for employee users of 4S store. The system also can issue the survey questionnaire about customer satisfaction. Besides, employee users can analysis the customer group preference and sales risk to special customer. Finally, the system is B/S structure, designed on MVC architecture, implemented in J2 EE. The main contributions of this thesis are as follow:Firstly, we survey the business process of automobile 4S stores. Based on analysis of actual requirements and customer relation management theory, we construct the requirement model for the MIS, including function requirement and non-functional requirement. In the function requirement, we take use of the UML use case diagraph and activity diagraph to show the business requirement of the car MIS. Meanwhile, we model the non-functional requirement according to the performance, usability and security.Secondly, according to the requirement analysis, we propose the system design and implementation in 2 aspects: basic business and statistical analysis business. In the basic business apartment, we propose the whole architecture design through 3 views: physical architecture, logical architecture and function organization architecture. Then, though the business process model based on process diagraph, we introduce the function implementation in J2 EE, including data inquiry and reporting, sales function and questionnaire survey. Besides, we give the database design. Meanwhile, in the statistical analysis department, we introduce 2 functions: sales risk analysis to new customers based on BP neural network; customer group detection based on self-organizing maps.Finally, we discuss the system test, including the system run environment, experiment design and result analysis. Besides, we also introduce the system interface through a run instance.