【摘要】：在我國實行改革開放政策以后,我國的零售企業(yè)在面臨著前所未有的問題,不僅僅是改革開放帶來的新問題,還有在發(fā)展過程中自身出現(xiàn)的一些問題,在這種情況下,我們零售企業(yè)通過學(xué)習(xí)國外的零售企業(yè)的相關(guān)經(jīng)驗,對自身的問題進(jìn)行了剖析,解決了現(xiàn)存的一些主要的關(guān)鍵的問題,同時,對外國經(jīng)驗的成功學(xué)習(xí),也帶動了我國零售企業(yè)的發(fā)展,在這個發(fā)展的過程中,首要解決的就是客戶的問題。客戶關(guān)系管理不僅可以使企業(yè)在管理客戶關(guān)系方面表現(xiàn)更佳,而且可以全面提高企業(yè)的競爭力,同時,企業(yè)通過應(yīng)用客戶關(guān)系管理系統(tǒng)可以對客戶進(jìn)行強(qiáng)有力的管理,易于形成極好的客戶關(guān)系,這些客戶是企業(yè)賴以生存和發(fā)展的關(guān)鍵資源,對這種企業(yè)關(guān)鍵資源的管理可以使企業(yè)更好的整合和利用這些資源。近年來,隨著信息技術(shù)的迅猛發(fā)展,客戶關(guān)系管理在我國一些零售企業(yè)已有初步的應(yīng)用,諸如EDI(電子數(shù)據(jù)交換)系統(tǒng),POS(電子收款)系統(tǒng)的運用極大地提高了我國大型零售企業(yè)的銷售水平,使得超級市場等新的零售企業(yè)在市場競爭中獲得了較大的優(yōu)勢。 本論文課題目標(biāo)定位在零售企業(yè)的客戶關(guān)系管理,針對零售企業(yè)客戶管理比一般企業(yè)復(fù)雜,且需要整合和管理的資源相對較少,實施ERP性價比較差的特點,本文設(shè)計并實現(xiàn)了一套面向零售企業(yè)、具有較強(qiáng)實用性和一定推廣價值的CRM系統(tǒng)。同時,針對市場現(xiàn)有的CRM系統(tǒng)沒有進(jìn)銷存模塊的特點,本論文實現(xiàn)的CRM系統(tǒng)為提高系統(tǒng)的實用性,增加了進(jìn)銷存模塊,這樣企業(yè)可以省去另行購買柜臺軟件的費用支出�？陀^上降低了企業(yè)信息化的成本,提高了企業(yè)的核心競爭力。在本文中,系統(tǒng)主要包括客戶管理、供應(yīng)商管理、財務(wù)管理、市場管理、系統(tǒng)管理等模塊。其中市場管理主要是對市場信息、市場調(diào)查、市場策劃、廣告投放、印刷品管理、印刷品領(lǐng)用、禮品管理、禮品領(lǐng)用等進(jìn)行管理。在本文中,系統(tǒng)一個很重要的功能模塊就是業(yè)務(wù)統(tǒng)計功能模塊,通過該功能模塊可以實現(xiàn)對產(chǎn)品銷售的利潤統(tǒng)計,產(chǎn)品采購的統(tǒng)計、銷售分類統(tǒng)計以及不同銷售地區(qū)的統(tǒng)計分析。同時,該功能模塊還將可以查看各類分析結(jié)果圖,如:不同產(chǎn)品大類銷售綜合分析圖、不同類型聯(lián)系記錄綜合分析圖等圖形結(jié)果。 系統(tǒng)的測試結(jié)果表明系統(tǒng)可以正常運行,在試運行過程中,系統(tǒng)的功能達(dá)到了零售企業(yè)的實際要求,滿足了零售企業(yè)對客戶關(guān)系管理系統(tǒng)的的需求。
[Abstract]:After the implementation of the policy of reform and opening up in China, retail enterprises in our country are facing unprecedented problems, not only the new problems brought about by the reform and opening up, but also some problems that have emerged in the process of development. In this case, By learning from the relevant experience of foreign retail enterprises, we have analyzed our own problems, solved some of the major key problems existing, and, at the same time, have successfully learned from foreign experiences. Also drive the development of retail enterprises in China, in the process of development, the first solution is customer problems. Customer relationship management can not only make enterprises perform better in managing customer relations, but also improve the competitiveness of enterprises in an all-round way. At the same time, enterprises can manage customers forcefully through the application of customer relationship management system. It is easy to form excellent customer relationship. These customers are the key resources for the survival and development of the enterprise. The management of these key resources can make the enterprise better integrate and utilize these resources. In recent years, with the rapid development of information technology, customer relationship management (CRM) has been applied in some retail enterprises in China, such as EDI (Electronic data Interchange) system. The application of POS (Electronic Collection) system has greatly improved the sales level of large retail enterprises in our country and made new retail enterprises such as supermarkets gain greater advantages in the market competition. This thesis aims at customer relationship management in retail enterprises, aiming at the characteristics that the customer management of retail enterprises is more complex than that of ordinary enterprises, and the resources that need to be integrated and managed are relatively few, and the performance and price ratio of implementing ERP is poor. This paper designs and implements a set of CRM system for retail enterprises, which has strong practicability and certain popularization value. At the same time, in view of the characteristics that the existing CRM system in the market does not have the purchasing, selling and storing module, the CRM system realized in this paper can improve the practicability of the system and increase the purchasing and storing module, so that the enterprise can save the expense of purchasing the software over the counter separately. Objectively reduce the cost of enterprise information, improve the core competitiveness of enterprises. In this paper, the system mainly includes customer management, supplier management, financial management, market management, system management and other modules. Among them, market management mainly manages market information, market research, market planning, advertising, print management, print receiving, gift management, gift receiving and so on. In this paper, a very important functional module of the system is the business statistics function module, through which the profit statistics of product sales and the statistics of product procurement can be realized. Sales classification statistics and statistical analysis of different sales areas. At the same time, the function module will also be able to view all kinds of analysis results, such as: different product sales comprehensive analysis chart, different types of contact records comprehensive analysis chart and other graphic results. The test results of the system show that the system can run normally. In the process of trial operation, the function of the system meets the actual requirements of the retail enterprises and meets the requirements of the retail enterprises for the customer relationship management system.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：TP311.52

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 趙歡;參數(shù)定稅系統(tǒng)的設(shè)計與實現(xiàn)[D];南昌大學(xué);2012年

2 鄒泳;交通銀行信用卡中心短信平臺的設(shè)計與實現(xiàn)[D];電子科技大學(xué);2013年

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本文編號：2331055