【正文】 tical factor in the implementation of projects, design projects and the implementation of the key steps in the road map, application of the project will analyze the effectiveness and the actual situation of the industry bined with the industry project management and implementation of CRM programs are analyzed and discussed. Provincial tobacco industry and customer relationship management business model is built based on their industry characteristics. Marketing program management, promotion management, customer management and customer evaluation of the eleven modules of information are from the perspective of the overall structure of the industry after the CRM system design. In this thesis, the key factors of CRM implementation has made research into the concept put forward to build the team, clear requirements, design, planning, product and vendor selection and system installation and implementation of six steps. CRM project implementation through the problems and solutions in the CRM system to the application of research, through CRM Profit Chain and Value Chain CRM applications on the effectiveness of tobacco industry research. Key words: project management cigarette demand forecasting customer relationship IV management Customer Satisfaction V VI 目錄 摘要 ............................................................................................................................................. I Abstract ................................................................................................................................... III 第 1 章 緒論 .............................................................................................................................. 1 研究背景 ..................................................................................................................... 1 課題來(lái)源 ..................................................................................................................... 1 國(guó)內(nèi)外研究現(xiàn)狀以及發(fā)展趨勢(shì) ................................................................................. 1 研究目標(biāo)及研究?jī)?nèi)容 ................................................................................................. 2 本文的組織結(jié)構(gòu) ......................................................................................................... 3 第 2 章 客戶(hù)關(guān)系管理技術(shù)應(yīng)用體系 ...................................................................................... 4 客戶(hù)關(guān)系管理理論與技術(shù) ......................................................................................... 4 客戶(hù)關(guān)系管理理論發(fā)展 ............................................................................................. 4 客戶(hù)關(guān)系管理軟件技術(shù)與市場(chǎng) ................................................................................. 5 本章小結(jié) ..................................................................................................................... 6 第 3 章 煙草行業(yè)客戶(hù)關(guān)系管理項(xiàng)目應(yīng)用分析 .................................................................... 7 行業(yè)發(fā)展趨勢(shì) .............................................................................................................. 7 行業(yè)發(fā)展對(duì)客戶(hù)關(guān)系管理的需求 ........................................................................... 10 抵御國(guó)際煙草競(jìng)爭(zhēng)的需要 .......................................................................... 10 滿足行業(yè)改革發(fā)展的需要 .......................................................................... 10 卷煙網(wǎng)建升級(jí)的深層需要 .......................................................................... 10 規(guī)范卷煙經(jīng)營(yíng)的需要 .................................................................................. 10 行業(yè)應(yīng)用客戶(hù)關(guān)系管理的目標(biāo) ............................................................................... 11 本章小結(jié) ................................................................................................................... 11 第 4 章 煙草行業(yè)客戶(hù)關(guān)系管理項(xiàng)目應(yīng)用方案 .................................................................... 13 應(yīng)用功能需求分析 ................................................................................................... 13 業(yè)務(wù)模型 ......................................................................................................... 13 體系結(jié)構(gòu) ......................................................................................................... 14 功能設(shè)計(jì) ......................................................................................................... 15 應(yīng)用思路 ................................................................................................................... 17 VII 應(yīng)用軟件技術(shù)分析 ................................................................................................... 19 應(yīng)用軟件產(chǎn)品選型 ................................................................................................... 24 本章小結(jié) ................................................................................................................... 25 第 5 章 煙草行業(yè) CRM 項(xiàng)目實(shí)施管理 .................................................................................... 26 實(shí)施關(guān)鍵因素 ........................................................................................................... 26 項(xiàng)目實(shí)施步驟和關(guān)鍵路線圖 ................................................................................... 27 項(xiàng)目應(yīng)用效益測(cè)評(píng) ................................................................................................... 32 CRM 價(jià)值鏈與利潤(rùn)鏈 ................................................................................ 32 測(cè)評(píng)項(xiàng)目應(yīng)用效益 ...................................................................................... 33 行業(yè) CRM 的系統(tǒng)應(yīng)用 ............................................................................................. 35 行業(yè) CRM 需要解決的問(wèn)題 ....................................................................... 35 行業(yè) CRM 應(yīng)用原則與對(duì)策 ....................................................................... 37 行業(yè) CRM 應(yīng)用效果 ................................................................................................ 40 本章小結(jié) ......