Design And Realization Of Auto Repair Chain Marketing Management System Based On CRM

As an emerging market service model, auto repair chain by virtue of convenient and easy advantages has been rapidly developed recent years in China in the background of increasing popularity of automobile and domestic auto market continuously expand in development. However, by looking up the relevant literature and on-the-spot investigation to auto repair chain industry, we have found that the field of digital marketing in industry-wide repair chain is still in low level. The problem of weak marketing concept of chain- repair-stores, arbitrarily marketing and lack of personality enterprise marketing strategy is quite common.The development of service market has brought great opportunities in the industry of repair chain, the fierce competition in the market also proposed more severe challenges to marketing ability. In the highly developed information technology today, insisting on the customer relationship management (CRM) and an implementation of digital marketing are the effective magic weapons to make enterprise conducive to an invincible position in the fierce market competition. Therefore, this paper firstly introduce related theory and the relationship between customer management and digital management system, then this thesis focus on of problems of digital marketing in repair chain industry, aiming at designing a management system which is more suitable for fast repair chain marketing to assist the management of customer information and elaboration of marketing strategy, make the car fast repair chain more streamlined and standardized. To develop a better marketing strategy for repair chain industry, the system designed introduced classical RFM model as a customer segmentation model. Through the analysis of customer information, processing, and customer classification, to help repair chain stores to implement differentiated marketing.The standard system design process was followed, the method of field research and related theoretical analysis was used. Through demanding analysis, it is found that repair chain industry of the marketing management system exists the following strong demand: repair chain stores management platform; make the process standardized with auxiliary system; flexible marketing strategies; distinguish different groups of customers and continuously improve customer satisfaction; general unified the management of customers and members of the customer. According to these five aspects, this paper has designed the function module for customer basic information management, marketing service card management, statistical analysis and customer reminder. According to the method of life cycle and modularization design idea used in the field of software engineering design. Using MVC architecture for modeling and analysis, take VS2010 as the development environment, Then through ADO data objects to access the MySQL database, and ultimately achieve the design of marketing management system. Through the test and analysis in some enterprise, found that this system has the characteristics of good applicability, flexible formulation of marketing strategy, and strong system scalability.