| Nowadays,the business competition is very fierce.More and more businesses realize that the loyal customers are the primary factors to maintain the competitive advantage of the business,and effective marketing tools should be taken to keep the stable and sustainable development in the businesses competitions.Furthermore,using modern information resources technology,developing and utilizing CRM(Customer Relationship Management)system as well as adopting to the targeted marketing strategy are the effective methods of modern marketing.This thesis expatiates the design and implementation procedure of the customer relationship management system on the base of the member general integration mechanism.The developed system adopts Java2 Platform Enterprise Edition as the development tool and Browser/Server as the frame structure.By analyzing the functional and performance requirements of the customers,the system has implemented the main functions such as member integral management,member type analysis,membership maintenance management,commodity sales management and so on.K-means clustering algorithm based on the consumers’ average expenditure,purchasing frequency and the existence time is used to build the mathematical model where the members are classified by the analysis of a large number of customer information.According to the results of the member classification,various marketing strategies are applied to different types of members through SMS,e-mail and other ways,which improve the customer relationship and loyalty.Finally,on the basis of realizing the demand for shopping mall,the function and performance of each software module have already been tested in order to ensure the system to work perfectly.Fortunately the results confirm the expected goal.The system has been applied for a period of time,which runs stably and works well.It not only increases the sales of the shopping malls,but also confirms the effectiveness and reliability of this system. |
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