销售管理系统的设计与实现

硕士学位论文（工程硕士）CRM销售管理系统的设计与实现THEDESIGNANDIMPLEMENTATIONOFCRMSALESMANAGEMENTSYSTEM夏文涛2006年6月国内图书分类号：TP391国际图书分类号：621.3工程硕士学位论文CRM销售管理系统的设计与实现硕士研究生：夏文涛导师：何霆副教授副导师：刘明高级工程师申请学位：工程硕士学科、专业：软件工程所在单位：软件学院答辩日期：2006年6月授予学位单位：哈尔滨工业大学ClassifiedIndex：TP391U.D.C.:621.3DissertationfortheMaster’sDegreeinEngineeringTHEDESIGNANDIMPLEMENTATIONOFCRMSALESMANAGEMENTSYSTEMCandidate:Supervisor:AssociateSupervisor:AcademicDegreeAppliedfor:Speciality:Affiliation：DateofDefence:Degree-Conferring-Institution:XiaWentaoAssociateProf.HeTingSr.EngineerLiuMingMasterofEngineeringSoftwareEngineeringSchoolofSoftwareJune,2006HarbinInstituteofTechnology哈尔滨工业大学工程硕士学位论文-I-摘要随着科学技术的飞速发展和日益激烈的市场竞争，许多商品的品质区别越来越少，产品的同质化倾向越来越强，商品的同质化结果使得品质不再是顾客消费选择的主要标准，商家越来越强烈地感觉到客户资源将是企业获胜的昀重要的资源之一，于是CRM（CustomerRelationshipManagement客户关系管理）便应运而生，并将成为21世纪企业竞争获利的法宝。本文从CRM的概念入手，对系统中的关键技术单独提出并进行论述，在参考业界昀新的多种销售管理框架后提出了一种针对医药行业的CRM销售管理系统的解决方案。该方案把系统划分为五大模块：销售机会管理、销售费用管理、销售活动管理、销售预测管理和工作流管理。论文中对这五部分的设计与实现进行了详细描述。本系统采用J2EE作为总体的技术架构，业务逻辑用EJB实现，使处理过程和业务数据相互分离。本文在分析和研究的基础上，成功的把工作流技术结合到了销售管理系统的组织中，当工作流程需要发生变化时，通过工作流建模工具能迅速的进行流程定义、修改、重组来满足需求。并结合实际应用的需求，对传统的销售预测算法进行了改进，采用灰色预测算法作为本系统的预测算法，取得了较好的预测结果。本系统在北京市紫竹药业有限公司得到了实际应用，解决了公司在药品销售方面的问题，不仅有效地支持公司对销售的管理，也帮助降低了平均的销售成本。结论表明，CRM销售管理系统具有一定的现实意义和比较广泛的应用前景。关键词客户关系管理；销售管理；J2EE；灰色预测；工作流技术哈尔滨工业大学工程硕士学位论文-II-AbstractWiththerapiddevelopmentofscientifictechnologyandtheincreasinglyseveremarketcompetition,therehavebeenlessdifferencesbetweencommoditycharacters,whereastherehavebeenatendencyofhomogenizingofproducts,astheresultofwhich,commoditycharactersarenolongerthemainstandardsofcustomersconsumption.Itismoreandmorestronglybelievedbyentrepreneursthatclientresourceisoneofthemostimportantresourcesleadingtosuccess,thusCRM(CustomerRelationshipManagement)emergesasthetimesrequire,whichwillbecriticaltothesuccessofenterpriseinthe21stcentury.StartingwiththeconceptionofCRM,thisthesisputsforwardthekeytechniqueofthesystemseparatelyanddiscussesthetechnique.Basedonvariouscurrentsalesmanagementframes,thisthesisputsforwardasolutiontothesalesmanagementsystemofmedicaltrade.Thesystemisdividedintofivemodulesbythesolution:saleschancemanagement,saleschargemanagement,saleroommanagement,salesforecastmanagementandworkflowmanagement.Therearedetaileddescriptionofthedesignandrealizationofthefivemodulesinthethesis.ThesystemadoptsJ2EEastheoveralltechnicalstructure,andbusinesslogicisrealizedbyEJB,thusthedisposalprocessandbusinessdataareseparated.Throughanalyzingandresearching,thisthesissuccessfullyintegratestheworkflowtechnologyintosalesmanagementsystem.Whenworkflowneedstochange,theworkmodelingtoolcouldhelppromptlydefine,modifyandrecombinetheflowtomeettheneeds.Tomeetthedemandsofpracticaluse,thethesisalsoimprovesthetraditionalsalesforecastarithmetic,andadoptsprayforecastarithmeticastheforecastarithmeticofthesystem,whichhasachievedgoodforecastoutcomes.ThesolutionhasbeenappliedtopracticaluseinBeijingZizhuPharmaceuticalLimitedCompany,solvingtheproblemsaboutdrugsales.Itnotonlyeffectivelysupportsthecompany’ssalesmanagement,butalsoreducesthemeansalescosts.TheconclusionindicatesthattheCRMsalesmanagementsystempossessessomerealisticsignificancesandabroadapplicationfuture.哈尔滨工业大学工程硕士学位论文-III-KeywordsCustomerRelationshipManagement,SalesManagement,J2EE,GrayForecast,WorkflowTechnology哈尔滨工业大学工程硕士学位论文-IV-目录摘要...............................................................................................................................IAbstract......................................................................................................................II第1章绪论..............................................................................................................11.1课题来源及背景...............................................................................................11.1.1CRM系统简介..........................................................................................11.1.2医药行业现状............................................................................................21.1.3课题来源....................................................................................................31.2与课题相关的国内外研究综述.......................................................................41.2.1国内外CRM现状....................................................................................41.2.2国内外CRM发展趋势............................................................................51.2.3销售管理的应用现状................................................................................61.3本论文的主要工作内容...................................................................................7第2章销售管理系统关键技术研究......................................................................82.1基于灰色预测算法的销售预测分析...............................................................82.1.1灰色预测理论............................................................................................82.1.2选用预测模型的条件................................................................................82.1.3预测算法设计............................................................................