【摘要】：隨著互聯(lián)網(wǎng)金融的深入及大數(shù)據(jù)時(shí)代的到來,CRM有著容易與公司的營銷戰(zhàn)略結(jié)合在一起的性質(zhì),所以引進(jìn)CRM等于營銷的等式自然而然成立。公司認(rèn)識到,CRM是解決營銷問題的根本所在,而引進(jìn)能夠系統(tǒng)分析客戶信息的工具變成了營銷戰(zhàn)略的第一步。這就是無論在什么行業(yè),CRM一夜之間受到了人們的關(guān)注,從而形成引進(jìn)CRM的原因。 本論文以廣發(fā)基金CRM項(xiàng)目為背景,以CRM基礎(chǔ)理論作為出發(fā)點(diǎn),對廣發(fā)基金客戶關(guān)系管理業(yè)務(wù)進(jìn)行了深入的可行性分析,在針對目前廣發(fā)基金銷售條線業(yè)務(wù)現(xiàn)狀的基礎(chǔ)上選擇了最適合的運(yùn)營型CRM客戶關(guān)系管理系統(tǒng),在確定了CRM系統(tǒng)類型后,對廣發(fā)基金業(yè)務(wù)部門進(jìn)行了深入的需求調(diào)研,并結(jié)合調(diào)研結(jié)果完成了專業(yè)的業(yè)務(wù)需求分析,制定了詳細(xì)的需求范圍說明書,全文的主要工作如下： 從CRM的定義,金融機(jī)構(gòu)引進(jìn)CRM的近況,金融機(jī)構(gòu)CRM的局限性及存在的問題及咨詢公司關(guān)于CRM局限性的看法等多個方面概述了CRM的基本理論和發(fā)展現(xiàn)狀。介紹了CRM系統(tǒng)開發(fā)所用到的系統(tǒng)架構(gòu)理論和實(shí)現(xiàn)技術(shù)。系統(tǒng)按照J(rèn)2EE規(guī)范進(jìn)行設(shè)計(jì),以MVC模式為實(shí)現(xiàn)框架,具體實(shí)現(xiàn)中用到Struts技術(shù)、Spring技術(shù)、Hibernate等技術(shù),接著針對前期調(diào)研和需求分析制定的需求范圍說明書,闡述了該運(yùn)營型CRM系統(tǒng)的數(shù)據(jù)集成設(shè)計(jì)及銷售工作管理模塊的具體設(shè)計(jì)和實(shí)現(xiàn)。 本文的最后指出了通過不斷升級的方式,使該運(yùn)營型CRM系統(tǒng)逐步升級為協(xié)作型和分析型CRM系統(tǒng),為公司后期直銷電子商務(wù)業(yè)務(wù)提供全面的技術(shù)支持的解決方案。
[Abstract]:With the deepening of Internet finance and the arrival of big data era, CRM is easy to be combined with the company's marketing strategy, so the introduction of CRM is equal to the equality of marketing. The company recognizes that CRM is fundamental to solving marketing problems, and the introduction of tools that can systematically analyze customer information becomes the first step in marketing strategy. This is the reason for the introduction of CRM, no matter what industry, CRM has been paid attention overnight. In this paper, based on the background of the CRM project and the basic theory of CRM, the feasibility of the CRM business of the Fund is analyzed. On the basis of the current situation of the sales line business of Guangdong Development Fund, this paper selects the most suitable CRM customer relationship management system. After determining the type of the CRM system, it makes a thorough demand investigation on the business department of the Fund. Combined with the research results, the professional business demand analysis is completed, and a detailed specification of the requirements range is formulated. The main work of the paper is as follows: from the definition of CRM, the recent situation of introducing CRM into financial institutions, The limitations and problems of CRM in financial institutions and the views of consulting firms on the limitations of CRM are summarized in this paper. The basic theory and development status of CRM are summarized. This paper introduces the system architecture theory and implementation technology used in the development of CRM system. The system is designed according to the J2EE specification, with the MVC model as the implementation framework, the specific implementation uses Struts technology, Spring technology, Hibernate technology, etc. The design and implementation of the data integration design and sales work management module of the operational CRM system are described. At the end of this paper, it is pointed out that the operational CRM system can be upgraded to collaborative and analytical CRM system by the way of continuous upgrading, which can provide a comprehensive technical support solution for the direct sale of e-commerce business in the later period of the company.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：TP311.52

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本文編號：2270566