本文選題：客戶分析　切入點：數(shù)據(jù)挖掘　出處：《吉林大學》2013年碩士論文

【摘要】：從一個企業(yè)的角度來說，與客戶之間的關系已經成為了企業(yè)生存法則中必須關注的問題，企業(yè)以客戶為中心，不僅要發(fā)揮自身能力去為客戶服務，更要挖掘客戶的潛在市場，只有努力贏取客戶，，維持關系，才能在企業(yè)的發(fā)展道路上走的更遠，獲得更多的利益。 當前我國壓縮機市場競爭不斷激烈，人工成本，原材料成本的不斷上升，銷售利潤卻不斷的下降。為了能在激烈的市場競爭中能占據(jù)一席之地，企業(yè)必須從以產品為導向轉變?yōu)橐钥蛻魹閷虻匿N售模式上。沈陽鼓風機集團股份有限公司（以下簡稱“沈鼓”）雖然在國內的離心壓縮機市場上占有一定份額，但是與國外的廠家，比如：意大利新比隆公司，德國西門子公司等，還是有相當大技術，管理上的差距，在國內，與陜鼓的競爭也日趨的激烈。因此，如何把有限的企業(yè)資源投入到有價值的客戶身上，成為了沈鼓當今企業(yè)管理的急需解決的問題。隨著客戶關系管理的不斷發(fā)展和相關技術的不斷成熟，運用適當?shù)腃RM系統(tǒng)來對客戶進行分析和管理成為了一種可能。 本文首先說明了研究背景，分析了沈鼓當前銷售管理系統(tǒng)存在的弊端，僅僅使用現(xiàn)有的管理方式與方法已經不能滿足市場對于企業(yè)的要求；接著對CRM理論和系統(tǒng)進行了概述，指出在信息化的今天，使用自動化、智能化的辦公軟件是多么的重要，提出為何要使用CRM系統(tǒng)；然后根據(jù)現(xiàn)有的CRM系統(tǒng)提出使用瀏覽器/服務器（B/S）模式，根據(jù)各部門的具體需要，構建適合沈鼓銷售公司的CRM系統(tǒng)，系統(tǒng)要求是要通過先進的計算機技術、網(wǎng)絡技術、數(shù)據(jù)庫技術的建設從而達到滿足企業(yè)的需求和發(fā)展的要求。簡單、易用、高效的CRM系統(tǒng)能夠幫助企業(yè)直觀、準確的反應出經濟數(shù)據(jù)，從而為經營提供出決策和依據(jù)，提高企業(yè)的市場競爭力。實現(xiàn)對客戶信息進行全面的管理、及時的反饋信息、信息的查詢功能、管理員權限、良好的系統(tǒng)數(shù)據(jù)的保密性；并在相關的理論上做出分析模型。最后介紹了沈鼓CRM的部分操作方法。
[Abstract]:From the point of view of an enterprise, the relationship with its customers has become a problem that must be paid attention to in the rules of survival of enterprises. Enterprises taking customers as the center should not only give full play to their own capabilities to serve their customers, but also tap into the potential market of their customers. Only by striving to win customers and maintain relationships can we go further and gain more benefits in the development of enterprises. At present, the market competition of compressor in our country is constantly fierce, the cost of labor and raw materials is rising, and the profit of sales is declining. In order to be able to occupy a place in the fierce market competition, Enterprises must change from a product-oriented to a customer-oriented sales model. Although Shenyang Blower Group Co., Ltd (hereinafter referred to as "Shen Gu") has a certain share in the domestic centrifugal compressor market, However, there is still a considerable gap in technology and management with foreign manufacturers, such as Italy's New Beelon Company, Germany's Siemens Company, and so on. At home, the competition with Shaanxi is becoming increasingly fierce. How to put limited enterprise resources into valuable customers has become an urgent problem in enterprise management. With the continuous development of customer relationship management and the continuous maturity of related technology, It is possible to use appropriate CRM system to analyze and manage customers. This paper first explains the research background, analyzes the shortcomings of Shen Gu's current sales management system, only using the existing management methods and methods can not meet the requirements of the market for enterprises, and then summarizes the CRM theory and system. This paper points out how important it is to use automatic and intelligent office software in the information age, and then puts forward why to use CRM system, and then puts forward the browser / server B / S mode according to the existing CRM system. According to the specific needs of various departments, to build a CRM system suitable for Shengu sales Company, the system requirement is to meet the needs and development requirements of enterprises through the construction of advanced computer technology, network technology and database technology. Easy to use and efficient CRM system can help enterprises to reflect the economic data intuitively and accurately, thus provide decision and basis for management, improve the market competitiveness of enterprises, realize the overall management of customer information, timely feedback information, The query function of information, the authority of administrator, the good confidentiality of system data, and the analysis model of related theory are made. Finally, some operation methods of Shen Gu CRM are introduced.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：TP311.52

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