【摘要】：在國(guó)內(nèi)汽車(chē)市場(chǎng)競(jìng)爭(zhēng)日益白熱化的今天， A公司面臨著保持市場(chǎng)占有率，保證銷(xiāo)量增長(zhǎng)的艱巨任務(wù)，其營(yíng)銷(xiāo)工作也日益表現(xiàn)出以客戶(hù)為中心的特點(diǎn)。企業(yè)需要關(guān)懷新客戶(hù)以提高成交率，保持老客戶(hù)以降低流失率，這個(gè)業(yè)務(wù)目標(biāo)要求A公司不斷挖掘整合企業(yè)中的有效客戶(hù)信息，以實(shí)現(xiàn)基于數(shù)據(jù)庫(kù)的高效率營(yíng)銷(xiāo)。經(jīng)過(guò)20多年的系統(tǒng)建設(shè)，A公司已經(jīng)積累了大量的客戶(hù)信息，但因?yàn)橄到y(tǒng)建設(shè)缺乏長(zhǎng)遠(yuǎn)規(guī)劃以及企業(yè)以業(yè)務(wù)流程執(zhí)行為關(guān)注中心的原因，A公司的客戶(hù)信息和客戶(hù)行為信息，全部分散在不同系統(tǒng)的不同業(yè)務(wù)信息之中，亟待清洗、整合、再構(gòu)，以便適應(yīng)未來(lái)發(fā)展的要求。 作為國(guó)內(nèi)領(lǐng)先的汽車(chē)企業(yè)，A公司在客戶(hù)信息管理方面遇到的問(wèn)題在汽車(chē)行業(yè)具有非常重要的代表性，企業(yè)為解決問(wèn)題而采取的解決方案也具有很強(qiáng)的典型性和示范性。作者選擇這個(gè)話題進(jìn)行研究，是希望能夠?qū)Ω髌髽I(yè)，尤其是營(yíng)銷(xiāo)渠道復(fù)雜、信息系統(tǒng)復(fù)雜的企業(yè)提供一個(gè)可以參考的客戶(hù)信息管理方案范例。 本論文主要研究對(duì)象是海量數(shù)據(jù)、復(fù)雜數(shù)據(jù)結(jié)構(gòu)背景下的客戶(hù)信息管理模式，作者試圖以A汽車(chē)公司為例，以“客戶(hù)信息管理”這個(gè)關(guān)鍵詞為切入點(diǎn)，以業(yè)務(wù)流程和信息系統(tǒng)為主要優(yōu)化目標(biāo)，討論企業(yè)如何在復(fù)雜情況下優(yōu)化客戶(hù)信息管理模式。本文的基本結(jié)構(gòu)為：第一章介紹了A公司的基本情況以及客戶(hù)信息管理的現(xiàn)狀，第二章從數(shù)據(jù)源、數(shù)據(jù)量、數(shù)據(jù)規(guī)范性等方面對(duì)企業(yè)當(dāng)前的客戶(hù)信息管理問(wèn)題進(jìn)行了詳細(xì)分析，在第三章，作者從數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)對(duì)客戶(hù)信息管理的要求、經(jīng)銷(xiāo)商和主機(jī)廠端的業(yè)務(wù)規(guī)范、信息系統(tǒng)的設(shè)計(jì)等方面討論了對(duì)客戶(hù)信息管理問(wèn)題的解決方案。第四章章側(cè)重于措施的落實(shí)，作者從系統(tǒng)的架構(gòu)與實(shí)現(xiàn)、業(yè)務(wù)保障兩個(gè)方面給出了解決問(wèn)題的具體措施。最后，作者從新技術(shù)發(fā)展和新應(yīng)用普及的角度，對(duì)客戶(hù)信息管理模式得未來(lái)發(fā)展方向進(jìn)行了討論。 本文的主要工作是：從企業(yè)實(shí)際情況和未來(lái)發(fā)展趨勢(shì)出發(fā)，進(jìn)行用戶(hù)相關(guān)信息的整合及重構(gòu)，設(shè)計(jì)并實(shí)現(xiàn)了針對(duì)高分布性系統(tǒng)和多數(shù)據(jù)源架構(gòu)的、符合多業(yè)務(wù)部門(mén)管理情況的、適應(yīng)業(yè)務(wù)實(shí)際需要的客戶(hù)信息管理模式，并討論了該管理模式對(duì)數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)業(yè)務(wù)的支撐作用。 在國(guó)內(nèi)汽車(chē)行業(yè)，客戶(hù)信息管理模式的研究還處于比較前沿的位置，而關(guān)于用戶(hù)信息的數(shù)據(jù)治理更是一個(gè)非常復(fù)雜的系統(tǒng)工程，，A汽車(chē)公司目前也仍在這個(gè)領(lǐng)域不停的進(jìn)行探索和實(shí)踐。本文的主要價(jià)值在于為國(guó)內(nèi)企業(yè)，尤其是為汽車(chē)企業(yè)在用戶(hù)信息管理、企業(yè)數(shù)據(jù)治理、營(yíng)銷(xiāo)策略開(kāi)發(fā)等方面提供了一個(gè)具有可操作性的解決方案，并為相關(guān)研究人員思考企業(yè)未來(lái)客戶(hù)信息管理工作的發(fā)展,為其他企業(yè)相關(guān)工作人員建立自己的客戶(hù)信息管理模式提供幫助。
[Abstract]:With the increasingly fierce competition in the domestic automobile market, company A is faced with the arduous task of keeping its market share and ensuring the growth of its sales volume, and its marketing work is increasingly characterized by taking the customer as the center. Enterprises need to care about new customers to improve the transaction rate, to maintain the old customers to reduce the wastage rate, this business objective requires A company to continuously excavate and integrate the effective customer information in the enterprise, in order to realize the high efficiency marketing based on database. After more than 20 years of system construction, company A has accumulated a large amount of customer information. However, due to the lack of long-term planning for system construction and the fact that enterprises focus on business process execution, A company has customer information and customer behavior information. All of them are scattered in different business information of different systems, and need to be cleaned, integrated and reconstructed to meet the requirements of future development. As a leading automobile enterprise in China, the problems encountered by company A in customer information management are very important in automobile industry, and the solutions adopted by enterprises to solve the problems are of strong typicality and demonstration. The author chooses this topic to study, hoping to provide an example of customer information management scheme for enterprises, especially for enterprises with complex marketing channels and complex information systems. The main research object of this paper is the customer information management mode under the background of massive data and complex data structure. The author tries to take A automobile company as an example and take the key word "customer information management" as the breakthrough point. Taking business process and information system as the main optimization goal, this paper discusses how to optimize customer information management mode in complex situations. The basic structure of this paper is as follows: the first chapter introduces the basic situation of company A and the current situation of customer information management. The second chapter analyzes the current customer information management problems in detail from the aspects of data source, data volume, data standard and so on. In the third chapter, the author discusses the solutions to customer information management problems from the aspects of database marketing requirements for customer information management, the business specifications of dealers and mainframe factories, and the design of information systems. The fourth chapter focuses on the implementation of the measures, the author from the system structure and implementation, business support two aspects of the specific measures to solve the problem. Finally, from the perspective of the development of new technology and the popularization of new applications, the author discusses the future direction of customer information management. The main work of this paper is: starting from the actual situation of the enterprise and the future development trend, the integration and reconfiguration of the user related information are carried out, and the high distributed system and multi-data source architecture are designed and realized, which are in line with the situation of multi-business department management. This paper discusses the supporting role of customer information management mode to database marketing business. In domestic automobile industry, the research of customer information management mode is still in the forefront position, and the data management of user information is a very complicated system engineering. A Automotive Company is still in this field of exploration and practice. The main value of this paper is to provide an operable solution for domestic enterprises, especially for automobile enterprises in the aspects of user information management, enterprise data management, marketing strategy development, etc. And for the relevant researchers to reflect on the future development of customer information management, for other enterprises related staff to establish their own customer information management model to help.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.471

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