The Design & Implementation Of CRM System Based On Business Intelligence

Customer resources is an important enterprise information, all the operational plans,market activities are required to be carried out reasonably around the customer. With the increasingly fierce market competition in the industry, how to get more potential customers; How to collect more opportunities; How to optimize the limited resources and how to rapidly response to market activities, all of these are very important, these problems need to be solved in the customer relationship management.The customer relationship management system includes three types: operation type, cooperation type, analysis type. The operation type provides a large amount of customer datas;The cooperation of various department will be more effective when using the cooperation type system; Through analysis type,it will make the customer information into an useful knowledge, so it can be helpful when take a decision-making in marketing.In this paper,After investegated the development of related industries at foreign and domestic, combined with the enterprise’s actual situation, The customer relationship management system will be considered in five modules in business aspect which are customer management, product management, price management, opportunity management, business contract management.Customer management maintain some of the basic information of customers, and through data mining processing, customers can be calssified; Product management and price management are the basic information of the enterprise, both of then are the basis of the operation type and cooperation type of the customer relationship management system;Opportunity and Business contract management are aim to collec t customers’ detail information in diffrent market segments,and also let the cooperation in diffrent departments be effective. In the implementation aspect,we use B/S architecture,and chose the Microsfoft’s enterprise information managenment system technology solutions.The technical architecture adopts 3-tier architecture, namely, User Interface layer, Business Logic Layer and Data access layer. In addition we also establish business databases and oriented business topics data warehouse,all of them provide the basis for business intelligence applications.Through the implementation of the CRM system,The enterprise can control the marketing,enhance the understanding of the customers,and can make a precise prediction of the market,all of them were not imposible before.