Design And Implementation Of The Potential Customers Management Platform Based On Oracle Siebel In The Automotive Industry

With the rapid development of information technology and the fierce reality of commercial competition,companies are aware of the importance of customer relationship management.The core position of CRM(Customer Relationship Management)is becoming increasingly prominent.At the same time,the conversion of potential customers and the follow-up of sales leads have increasingly become core concerns of the product.Potential customers and real customers are mutually preconditions,and each other is a condition.As an integral part of the corporate target customer group,they work together in the market and the enterprise.When a real user finds that the product he has purchased cannot meet his or her needs,he will deny his initial purchase behavior and create a mentality that he will not buy again.At this time,the real customer will be converted into a potential customer.Potential customers are an opportunity for competing products and also a challenge for their products.How to seize the second purchase psychology of the occupants and turn the potential customers into real customers has become the concern of the company.According to the theory of CRM,combined with the relationship between the company and the potential customers,it is possible to better manage customers and to promote products with purpose.The SAIC Volkswagen customer management project has been planned since 2001 and will be implemented in the next year.SAIC Volkswagen had previously obtained potential customers and sales leads through the 800 hotline,website,and customer referrals.The drawback of this is that the information acquisition channel is not standardized,which leads to an increase in the complexity of information.The market department cannot effectively manage information,leading to the loss of customers and even detrimental to the corporate image.Subsequently,SAIC-Volkswagen established the “Reseller Wide Area Network” to distribute potential customer information and sales leads obtained by SAIC-Volkswagen to major distributors throughout the country,allowing distributors to maintain customers.This approach makes the distance between dealers and customers become closer,and dealers can also feedback information to the headquarters in real time.Therefore,SAIC Volkswagen headquarters urgently needs a platform to collect all information.This is also the purpose of this paper.This article first analyzes the status of CRM theory and practical application at home and abroad.Explains the principle of component development,Siebel's architecture,models,and development tools and methods.Then analyzed the history and inadequacies of SAIC's customer relationship management.And with this defect,it can reasonably analyze business requirements,design product prototypes and complete development.In accordance with the software development process to conduct a series of tests on the system.On-line quality requirements are met.In the later period,business training was conducted for business personnel,demonstrating the advantages of the system and demonstrating the core functions.Finally,the author puts forward the shortcomings of the system and the author's development trend of the overall automotive industry,and proposes how to perfectly integrate the trends and systems.The achievements of the thesis are based on the secondary development of Siebel and completed the new requirements for the management of the diaspora.The system has an open interface to facilitate the development of new business requirements in the later period.