客户关系管理在马瑞利公司的应用研究

上海交通大学硕士学位论文客户关系管理在马瑞利公司的应用研究姓名：张瑜申请学位级别：硕士专业：工业工程指导教师：孙小明;叶永才200301012CRMCRMCRMCRMCRMPEST6SWOTCRMCRMCRMCRM83THERESEARCHOFCRMUSEDINMAGNETIMARELLICORPORATIONABSTRACTWithcontinuousdevelopmentofInternetandInformationTechnologies,Enterprises’traditionalresources,suchasproductsandprices,havebecomeincapabletobringitselfnewcompetitiveadvantageinthekeenmarketcompetition.CustomerresourcesbecamemoreandmorefocusedinEnterprises’Competition.CRMisthemanagementconcept,whichconcentratesoncustomers.ThisarticlefirstlyanalyzesthebackgroundandinevitabilityofCRM’sbirth,andthendescribesdefinitionsofCRMfromdifferentexpertsonthebasisofCRMmanagementtheory.ItalsoincludesmypersonalcomprehensiveunderstandinganddefinitionforCRM.Secondly,itdescribesbasicconceptofCRM’sbasicfunctionsandspecialty.Inthethirdpart,inlinewithmylongtimeworkingexperienceincareer,itmakesdeepresearchonapplicationofCRMinMagnetimarelliPowertrain(Shanghai)Co.,Ltd.Duringresearch,itmakesuseofPESTtooltoanalyzetheoveralloutsideenvironmentofMagnetimarelliPowertrain(Shanghai)Co.,Ltd.,fromaspectsofPolitics,Economy,SocietyCultureandTechnology;atthesametimeitalsomakesabriefanalysisfortheenvironmentofwholeautomobilefield.Thenitanalyzestheinternalenvironmentofcompanyfromaspectsofcompany’sbusiness,customers,basicestablishment,capital,humanresourceandorganizationstructure.Basedoncompany’sinternalenvironment,withtheaidofSWOTtool,itcomesoutwithoutsidechancesandthreats,internaladvantagesanddisadvantageswhichthecompanywillface.AnditbringsforwardthenecessityofcarryingoutCRMstrategy.Inthefourthpart,itintroducesindetailthewholeprocessofsettingupCRM.Inthefifthpart,itfocusesontheimportanceofdataexcavation,andintroducesthedataexcavationfunctionofcompany’sCRMsystem.AndaccordingtotheCRMrunningresultandcompany’spresentsituation,itbringsoutsolutionsandsuggestionsfromeightaspects,rangingfromhumanresourcetoculture.Finally,itcomesoutwithconclusionandprospectofthisdiscussiontheme.KeywordsCustomerRelationshipManagement(CRM),CustomerResources,ManagementConcept,DataExcavation1CRMØØ2ØØ320015246191.67%CRMCRM1%CRMCRMCRMCRM4InternetCRMCRMCRMCRMCRMCRMPESTSWOTCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRM51-2CRMCRMSWOTCRMCRMKDDCRM1-2MRPCRMMRPCRMCRM678CRM2-1MA(SA)(CS&S)BIMISDBKBEC(OIS)Web(WIM)(CC)91011200120%25002003350080%20015%CRMPoliticalEconomicSocialTechnological12PEST2200118.3%1980200047432492199569%67%28944.7%5.8%1200122010200020057%2005200012.5940020021~7108.4631.23%52.3539%71010.3361.01%1334InternetCRM1410.652.639015%1991-19991586.322001233GDP8.3%13.1%14.0%1999180.72002015110263.1534.85%266.8135.55%286.0848.63%90.8151.73%1103152338564CSM2006380GSMWorldwide20074003-116818020723331538040005010015020025030035040019981999200020012002200620073-11998-2001()200120079.43%15637%CRMCRMCRM20020013.0250015%20024.580018%3.024.510024681020012002200558270510152025302001200220053-2200120023-3200120021615%18%30%0%10%20%30%2001200220053-4200120023-23-33-449%50%20%200510300030%CRM805%3-13-53-1112227374125961071385809517112%227%37%412%59%610%713%85%95%3-51/418%12%69%12000200257320647000430CRM76Pentium4IntranetIntranetInternetE-mailMRPIIManufacturingResourcesPlanning18CRM25001200CRM1762148373-63-639%12%21%40%,CRMCRMCRM27%21%40%12%3-63-719CRM3-7SWOTStrengthsWeaknessOpportunitiesThreatsSWOT3-2CRMCRMCRMCRMCRM20CRMWTO3-221CRMCRMCRMCRMCRMCRMCRMCRMITCRMCRM350384CRMCRMCRM22CRMCRMCRMØ3Ø315%30%Ø70002500100ØCRMCRMCRMCRMCRMCRMCRM23CRM4-14-1244-225CRMCRM4-2CRMCRMCRMCRMCRMhttp\\:www.CTIForum.com4-3CRM26InternetInternetCRMCRMCRM4-4MRPII4-4CRMCRM27CRMCRMCRMCRM4-5CRM284-54-6CRM294-64-7304-7CRM4-84-8CRM31CTIComputerTelephonyIntegration4-9INACDIVRCTIICMOCMCMSWFM32ACDCTIIVRICMOCMWFMCMS4-9CRMLCDLEDCRMCRMCRMCRMMRPII4-1033DBDBDBCRMCRMCRMDBMRPIIDBDB4-10CRMCRMCRMCRMCRMCRMCRMCRMCRM344-11CRM354-124-13CRM4-114-124-134-14364-14CRMCRMCRMCRM13723456CRMCRMCRMCRM199456%85%20CRM383000150WebWebWebCRMWebWebCRMCRM391CRMCRMCRMCRMCRMCRM2CRM3CRMCRM4CRMCRMCRM40CRMCRM41(DataMiningDM)KDD(KnowledgeDiscoveryinDatabase)(1)(2)-(3)(4)(5)(Outlier)(6)42CRMCRM(1)(2)(3)(Cross-selling)(4)43(5)CRM65-15.15-25-35-25-3445-1CRM5-2CEO455-3CEO5-4465-55-45-55-45-593475-65-7485-85-65-7CT.0018524.ADK.0011903.E0.8000.002145-820021200210DK.0011903.E-0.150.1549Acidtest/QuickratioCurrentratioEBITLiability5-95-1011.181.8921.48.72%27.66.73%625-9505-10516-16-1526-26-26-36-353CRMCRMCRMCRMCRM93%CEOAberdeenGroupCRMCEOCRMCRMCRMCRMCRMCRMCRMCRMCRM154CRMCRM2PalioPalio——CRM55CRMCRM56CRMCRMCRM5721CRMCRMØØCRMØCRMØCRMØ1CRMCRMCRM58ØCRMØØMRPØ591PaulGreenbergCRMCapturingandKeepingCustomersinInternetRealTimeMcGraw-HillProfessionalBookGroup20012SCNEducationBVCustomerRelationshipManagementTheUltimateGuidetotheEfficientUseofCRMMorganKaufmannsPublishers,20013DickLeeSelf-GuidedCRMHigh-YieldMarketing,20014RonaldS.SwiftAcceleratingCustomerRelationshipsUsingCRMandRelationshipTechnologiesPrenticeHall,20005[]200162001720018CRM20019200010CRM200211200112200113200214200215CRM2002(1)28-2916CRM2002(3)41-4217CRM2002(9)61-6218CRM2002(5)120-123192002(1),133-1346020()CRM2002(7),87-89212002(5)21-25222002(1)123-12523CRM