【摘要】：自從2001年中國加入WTO后，我國對石油業(yè)開始開放，世界各國的著名公司都來到我國建加油站，以服務(wù)和品牌效應(yīng)為主要手段，進(jìn)一步加劇了市場的競爭。因此，中國石油零售業(yè)務(wù)的整體運(yùn)營思路也正逐步從注重網(wǎng)絡(luò)擴(kuò)張向建立以客戶為核心的服務(wù)理念和機(jī)制轉(zhuǎn)變。為此，A石油公司也推出了一系列新的舉措來適應(yīng)多變的競爭環(huán)境，并提出了以客戶為中心的服務(wù)營銷理念。 系統(tǒng)采用(struts+spring+hibernate)MVC三層架構(gòu)，即模型層、視圖層和控制層。視圖層使用動靜態(tài)頁面分離，靜態(tài)頁面使用html頁面，動態(tài)頁面用freemarker來定義動態(tài)模版�？刂茖硬捎胹pring作為Bean工廠，管理所有業(yè)務(wù)處理實例。模型層應(yīng)用hibernate作為數(shù)據(jù)提取的框架，同時利用鏈接池來管理數(shù)據(jù)連接，有效控制會話數(shù)量，合理利用數(shù)據(jù)庫資源。系統(tǒng)分為三個子系統(tǒng)，包括客戶門戶網(wǎng)站、后臺管理系統(tǒng)和業(yè)務(wù)分析系統(tǒng)。門戶網(wǎng)站主要負(fù)責(zé)給客戶提供禮品和增值服務(wù)兌換以及新聞公告。后臺管理負(fù)責(zé)對網(wǎng)站的維護(hù)，包括對禮品信息維護(hù)、增值服務(wù)信息維護(hù)、客戶信息維護(hù)、網(wǎng)站頁面維護(hù)以及權(quán)限維護(hù)。業(yè)務(wù)分析負(fù)責(zé)對客戶的加油記錄和充值記錄等數(shù)據(jù)進(jìn)行分析�？蛻粼诩佑驼具M(jìn)行油品消費(fèi)時可以得到積分獎勵。實名制客戶通過客戶門戶網(wǎng)站登錄后，積分可以兌換禮品和增值服務(wù)，，從而鼓勵油品客戶進(jìn)行油品消費(fèi)。同時通過門戶網(wǎng)站向客戶展示更多的非油品，吸引客戶對非油品的消費(fèi)。在業(yè)務(wù)分析系統(tǒng)中對客戶消費(fèi)和兌換數(shù)據(jù)進(jìn)行分析，制定精準(zhǔn)的營銷策略，同時給客戶提供貼心的服務(wù)，提高客戶的忠誠度，最終實現(xiàn)油品和非油品的互利營銷。 在本文首先介紹客戶關(guān)系管理的國內(nèi)外發(fā)展情況及其發(fā)展趨勢，根據(jù)A公司目前的發(fā)展情況，提出了系統(tǒng)的必要性。然后在文中對所用到的系統(tǒng)技術(shù)框架和網(wǎng)絡(luò)框架進(jìn)行了簡要的介紹，進(jìn)而對系統(tǒng)進(jìn)行了需求分析，設(shè)計，實現(xiàn)和展示，同時。由于篇幅有限，部分子系統(tǒng)只做簡單介紹。目前A公司客戶關(guān)系管理系統(tǒng)在山東濟(jì)南上線，系統(tǒng)運(yùn)行良好，開始上線到現(xiàn)在短短1個月，已經(jīng)注冊實名制客戶2000多人，得到了客戶好評和認(rèn)可。
[Abstract]:Since China's entry into WTO in 2001, China has begun to open up to the oil industry. Famous companies from all over the world have come to build gas stations in China, taking service and brand effect as the main means, which has further intensified the competition in the market. Therefore, the overall operation idea of PetroChina's retail business is gradually changing from paying attention to network expansion to establishing customer-centered service concept and mechanism. For this reason, A Oil Company has also launched a series of new measures to adapt to the changing competitive environment, and put forward the concept of customer-centered service marketing. The system adopts (struts spring hibernate) MVC three-tier architecture, that is, model layer, view layer and control layer. View layer uses dynamic and static page separation, static page uses html page, dynamic page uses freemarker to define dynamic template. The control layer uses spring as the Bean factory to manage all business processing examples. In the model layer, hibernate is used as the framework of data extraction, and the link pool is used to manage the data connection, which can effectively control the number of sessions and make rational use of database resources. The system is divided into three subsystems, including customer portal, background management system and business analysis system. The portal is mainly responsible for providing gifts and value-added services to customers, as well as news announcements. Background management is responsible for the maintenance of the website, including gift information maintenance, value-added service information maintenance, customer information maintenance, website page maintenance and authority maintenance. Business analysis is responsible for customer refueling records and recharge records and other data analysis. Customers can be rewarded with points when they consume oil at gas stations. After the real-name customers log in through the customer portal, the points can be exchanged for gifts and value-added services, thus encouraging oil customers to consume oil products. At the same time, through the portal to show customers more non-oil products, to attract customers to consume non-oil products. In the business analysis system, the customer consumption and exchange data are analyzed, the accurate marketing strategy is formulated, the intimate service is provided to the customer, the customer loyalty is improved, and the mutually beneficial marketing of oil and non-oil products is finally realized. In this paper, the development and trend of customer relationship management at home and abroad are introduced, and the necessity of the system is put forward according to the current development of Company A. Then the technical framework and network framework of the system are briefly introduced, and then the requirements of the system are analyzed, designed, implemented and displayed. Due to the limited space, some subsystems only make a brief introduction. At present, the customer relationship management system of Company A is launched in Jinan, Shandong Province, and the system runs well. From the beginning of the launch to the present, it has registered more than 2000 real-name customers, which has been well received and recognized by customers.
【學(xué)位授予單位】：中國海洋大學(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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