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辽东学院结课论文（设计）完成对客户关系管理权的研究TheresearchonCRMDoneRight学生姓名：李琳学院：信息技术学院专业：信息管理与信息系统（电子商务）班级：B1103学号：0912110316指导教师：贾英群审阅教师：贾英群完成日期：2013年6月15日辽东学院EasternLiaoningUniversity独创性说明作者郑重声明：本结课论文（设计）是我个人在指导教师指导下进行的研究工作及取得研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，结课论文（设计）中不包含其他人已经发表或撰写的研究成果，也不包含为获得辽东学院或其他单位的学位或证书所使用过的材料。与我一同工作的同志对本研究所做的贡献均已在论文中做了明确的说明并表示了谢意。作者签名：___________日期：___________完成对客户关系管理权的研究-I-摘要在对目前市面上的客户管理系统（CRM）的广泛调查和研究之后，发现很多市面上的客户管理系统大多都是以产品为中心，忽略了客户管理中最重要的部分—客户关系。随着市场经济的不断发展，客户管理的重要性体现的越发明显。企业要想生存发展，就必须与与之息息相关的客户建立起良好的关系，不断发展新客户，以企业高质量的产品、优质的服务、良好的资信吸引新客户；经常维系与老客户的关系，以规范的客户管理方式、温馨的客户关怀、高效的客户服务来提升老客户的忠诚度。由此，客户管理系统应运而生。关键词：客户关系管理；客户关系管理系统；数据库；客户管理周期完成对客户关系管理权的研究-II-TheresearchonCRMDoneRightAbstractThecurrentmarketinthecustomermanagementsystemmanagementsystem(CRM)aftertheextensiveinvestigationandresearch,foundthecustomermanagementsystemofmanyonthemarketaremostlycenteredonproducts,ignoringthemostimportantpartofcustomerrelationshipmanagement.Withthecontinuousdevelopmentofmarketeconomy,theimportanceofcustomermanagementbecomesmoreandmoreobvious.Enterpriseswanttosurviveanddevelop,theymustestablishagoodrelationshipwiththerelatedcustomers,developnewcustomers,attractnewcustomersbythehighqualityofproducts,qualityservices,goodcredit;oftenmaintaintherelationshipwitholdcustomers,withstandardizedcustomermanagementway,thewarmcustomercare,Efficientcustomerservicetoupgradetheoldcustomerloyalty.Thus,emergeasthetimesrequirecustomermanagementsystem.KeyWords：CRM;CRMS;Database；theCustomerRelationshipCycle完成对客户关系管理权的研究-III-目录摘要.............................................................................................................................IAbstract...............................................................................................................................II一、TheresearchonCRMDoneRight客户关系管理....................................................1（一）Theoriginofcustomerrelationshipmanagement客户关系管理的起源.............1（二）Intelligentprocessingofcustomerrelationshipmanagementdata客户关系管理的智能处理............................................................................................................................2（三）Furtherdevelopmenttrend进一步发展的趋势....................................................41、Thefurtherdevelopmentofthetrendofcustomerrelationshipmanagement客户关系管理的进一步发展趋势....................................................................................42、Intelligentdataprocessingfurtherdevelopmenttrend数据的智能处理的进一步发展趋势....................................................................................................................5二、Caseanalysis案例分析.............................................................................................7（一）Customerrelationshipmanagementatworst客户关系管理的劣处....................71、Kimberly-Clark金佰利公司...............................................................................72、Ingersoll-Rand英格索兰...................................................................................113、TheCustomerRelationshipCycle客户关系周期.............................................14（二）Ifthecustomerrelationshipmanagementrequirescomprehensivedata客户关系管理是否需要全面的数据..............................................................................................141、BrotherInternational兄弟国际公司.................................................................152、RoutineAchesVersusStrategicPainPoints常规酸痛VS战略痛点..............183、CalculatingtheCostofCRMCRM的成本计算...............................................184、WhatToddLearned托德学到了什么...............................................................22（三）ThedevelopmentofCRMCRM的发展..............................................................261、McDonald'sTechTurnaround麦当劳的技术转机...........................................30三、图表的格式说明....................................................................................................33（一）图的格式说明......................................................................................................331．图的格式示例....................................................................................................332.图的格式表述.......................................................................................................36Conclusion........................................................................................................................38结论..........................................................................................................................39完成对客户关系管理权的研究-IV-附录A演示文稿............................................................................................................41致谢..........................................................................................................................43课程结课论文审阅评分表..............................................................................................44课程结课论文答辩记录评分表......................................................................................45完成对客户关系管理权的研究–1–一、TheresearchonCRMDoneRight（一）TheoriginofcustomerrelationshipmanagementTheearliestdevelopingcustomerrela