【正文】 結(jié) 課 論 文（設(shè) 計）完成對客戶關(guān)系管理權(quán)的研究The research on CRM Done Right 獨創(chuàng)性說明作者鄭重聲明：本結(jié)課論文（設(shè)計）是我個人在指導(dǎo)教師指導(dǎo)下進(jìn)行的研究工作及取得研究成果。盡我所知，除了文中特別加以標(biāo)注和致謝的地方外，結(jié)課論文（設(shè)計）中不包含其他人已經(jīng)發(fā)表或撰寫的研究成果，也不包含為獲得遼東學(xué)院或其他單位的學(xué)位或證書所使用過的材料。與我一同工作的同志對本研究所做的貢獻(xiàn)均已在論文中做了明確的說明并表示了謝意。作者簽名：___________ 日期：___________ 完成對客戶關(guān)系管理權(quán)的研究摘 要在對目前市面上的客戶管理系統(tǒng)（CRM）的廣泛調(diào)查和研究之后，發(fā)現(xiàn)很多市面上的客戶管理系統(tǒng)大多都是以產(chǎn)品為中心，忽略了客戶管理中最重要的部分—客戶關(guān)系。隨著市場經(jīng)濟(jì)的不斷發(fā)展，客戶管理的重要性體現(xiàn)的越發(fā)明顯。企業(yè)要想生存發(fā)展，就必須與與之息息相關(guān)的客戶建立起良好的關(guān)系，不斷發(fā)展新客戶，以企業(yè)高質(zhì)量的產(chǎn)品、優(yōu)質(zhì)的服務(wù)、良好的資信吸引新客戶；經(jīng)常維系與老客戶的關(guān)系，以規(guī)范的客戶管理方式、溫馨的客戶關(guān)懷、高效的客戶服務(wù)來提升老客戶的忠誠度。由此，客戶管理系統(tǒng)應(yīng)運而生。 關(guān)鍵詞：客戶關(guān)系管理；客戶關(guān)系管理系統(tǒng)；數(shù)據(jù)庫；客戶管理周期 I 完成對客戶關(guān)系管理權(quán)的研究The research on CRM Done RightAbstractThe current market in the customer management system management system (CRM) after the extensive investigation and research, found the customer management system of many on the market are mostly centered on products, ignoring the most important part of customer relationship management. With the continuous development of market economy, the importance of customer management bees more and more obvious. Enterprises want to survive and develop, they must establish a good relationship with the related customers, develop new customers, attract new customers by the high quality of products, quality services, good credit。 often maintain the relationship with old customers, with standardized customer management way, the warm customer care,Efficient customer service to upgrade the old customer loyalty. Thus, emerge as the times require customer management system.Key Words：CRM。 CRMS。 Database；the Customer Relationship Cycle II 目 錄摘 要 IAbstract II一、The research on CRM Done Right客戶關(guān)系管理 1（一）The origin of customer relationship management客戶關(guān)系管理的起源 1（二）Intelligent processing of customer relationship management data客戶關(guān)系管理的智能處理 2（三）Further development trend進(jìn)一步發(fā)展的趨勢 4The further development of the trend of customer relationship management客戶關(guān)系管理的進(jìn)一步發(fā)展趨勢 4Intelligent data processing further development trend數(shù)據(jù)的智能處理的進(jìn)一步發(fā)展趨勢 5二、Case analysis案例分析 7（一）Customer relationship management at worst客戶關(guān)系管理的劣處 7KimberlyClark金佰利公司 7IngersollRand英格索蘭 11The Customer Relationship Cycle客戶關(guān)系周期 14（二）If the customer relationship management requires prehensive data客戶關(guān)系管理是否需要全面的數(shù)據(jù) 14Brother International兄弟國際公司 15Routine Aches Versus Strategic Pain Points常規(guī)酸痛VS戰(zhàn)略痛點 18Calculating the Cost of CRMCRM的成本計算 18What Todd Learned托德學(xué)到了什么 22（三）The development of CRMCRM的發(fā)展 26McDonald39。s Tech Turnaround麥當(dāng)勞的技術(shù)轉(zhuǎn)機(jī) 30三、 圖表的格式說明 33（一）圖的格式說明 331．圖的格式示例 33 36Conclusion 38結(jié) 論 39附錄A 演示文稿 41致 謝 43課程結(jié)課論文審閱評分表 44課程結(jié)課論文答辯記錄評分表 45 IV 完成對客戶關(guān)系管理權(quán)的研究一、The research on CRM Done Right（一）The origin of customer relationship managementThe earliest developing customer relationship management state is the United States of America, early in 1980 will be contact management called (Contact Management), all the information that is dedicated to collect customer contact with the pany。 in 1985, Barbara? Bend? Jackson has proposed the concept of relationship marketing, marketing people on the theoretical study and onto a new level。 to 1990 turned including telephone service center to support customer care data analysis (Customer care).In 1999, Gartner Group Inc, it puts forward the concept of CRM (Customer Relationship Management customer relationship management). Gartner Group Inc in the ERP concept proposed in earlier, stressed the overall management of the supply chain. And the customer as a link in the supply chain, why it was put forward for the concept of a CRM?One reason is that, due to the limitation of the ERP system function, but also because of the limitations of IT development of technology, the ERP system is not well realize the downstream of Supply Chain Management (client), according to the 3C factors of the diversity of customer, ERP did not give a good solution. On the other hand, to the late 9039。s, the application of the Internet is being more and more popular, CTI, customer information processing (such as data warehouse, business intelligence, knowledge discovery technology) has obtained considerable development. With the development of the new economy and new technology, Gartner Group Inc proposed the concept of CRM. Starting from the late 9039。s, the CRM market has been an explosive growth in the state.（二）Intelligent processing of customer relationship management dataData mining, that is stored in the database from, obtain valid, novel, potentially useful, and ultimately understandable patterns in data warehouse, or other information repositories of large amounts of data in a nontrivial process. CRM is based on the database, by collecting and processing data, effectively put all ing through the customer information in the database, the same client database sharing between each department of the pany, any relevant to the needs of customer data department can easily query to this data. From this we can find, the base of CRM system is in the marketing of the overall function of a plete data, function perfect customer databases play.How to find valuable data from the customer database in the large, is the key to solve the problem of enterprise customer relationship management. The application of data mining in the customer relationship management, through the extraction of business data, enterprise database marketing data and customer data as modeling samples, using a variety of data mining methods for data processing, the result of data mining analysis and modeling, and continue to optimize the model so as to provide guidance for business decision making and marketing. According to the grasp of customer information, we use the corresponding data mining methods for data analysis, find a link from a lot of, disordered data, rules, valuable data, to develop customer resources from the two levels of depth and breadth, and provide guidance for the enterprise market marketing work,