基于規(guī)則引擎的CRM系統(tǒng)的設計與實現(xiàn)
發(fā)布時間：2019-05-08 03:46
【摘要】：客戶關系管理(CRM)系統(tǒng)能夠為企業(yè)帶來運營效果的大幅提升和市場增值鏈的全面優(yōu)化,通過各種渠道拓展市場空間,并在保留老客戶的同時,吸引新客戶。因此,成功實施以客戶為中心的CRM系統(tǒng),是各行各業(yè)在激烈爭奪市場份額的競爭中取勝的關鍵因素之一。然而,目前市場上一些傳統(tǒng)CRM系統(tǒng)并不能很好的達到大中型企業(yè)的要求,如何設計和實現(xiàn)功能強大,使用簡單,設計靈活,性價比高,緊貼企業(yè)發(fā)展需求的CRM系統(tǒng)成了企業(yè)在開展客戶關系服務過程中亟待解決的問題。 為了能更好地服務客戶,對于擁有龐大客戶群的大中型企業(yè),本文提出了應用帶有基于交易數(shù)據(jù)的積分計算/兌換功能的活動管理系統(tǒng)與行銷關系管理系統(tǒng)相結合的CRM系統(tǒng)以提高企業(yè)競爭力。積分可謂是維系客戶的最好方式之一,能夠大大提升客戶的忠誠度,但與此同時對系統(tǒng)的要求也隨之提高,例如實時的積分兌換管理,處理大數(shù)據(jù)量的交易文件來產生積分,以及對于供應商的實時或定時接口。對于廣告類的周期性營銷活動,日益受到企業(yè)的關注,本文的CRM系統(tǒng)采用事先定義活動,預測潛在的消費群,發(fā)出相關活動邀請,然后運營活動并收集相應的反饋統(tǒng)計,為下次活動準備基礎數(shù)據(jù),最終提升企業(yè)核心競爭力。 本文核心部分采用了Drools規(guī)則引擎,一種基于JAVA平臺通過降低實現(xiàn)復雜業(yè)務邏輯的組件的耦合度從而降低應用程序的維護和擴展性成本的核心技術。規(guī)則引擎在企業(yè)中廣泛應用,包括公司工資獎金的計算,多種商品組合的折扣,客戶積分的兌換等,從而使開發(fā)人員大幅縮短研發(fā)周期。將規(guī)則引擎技術與CRM系統(tǒng)結合,不僅能體現(xiàn)其穩(wěn)定的可用性,性能的可伸縮性,對異構環(huán)境的支持,而且能通過使用各種流行的開源框架減低開發(fā)、部署和管理成本,從而達到提升用戶滿意度目的。 本課題首先討論企業(yè)CRM系統(tǒng)目前面臨的現(xiàn)狀和問題,明確了基于規(guī)則引擎的CRM系統(tǒng)設計開發(fā)的必要性。在此基礎上,討論并分析交易積分計算/查詢/兌換/管理,營銷活動定義/預測/管理/報表等功能模塊及其主要流程。而后分析CRM系統(tǒng)的架構,基于Drools規(guī)則引擎及相關J2EE技術,借助UML與面向對象理論,利用模塊化方法設計系統(tǒng),對相應核心子系統(tǒng)進行詳細設計,其中重點討論客戶積分管理、營銷活動管理、企業(yè)門戶網(wǎng)站以及外部供應商的集成和實現(xiàn)。最后對系統(tǒng)可擴展性和系統(tǒng)投資效益進行分析。
[Abstract]:Customer relationship Management (CRM) system can bring great improvement of operation effect and overall optimization of market value chain, expand market space through various channels, and attract new customers while retaining old customers. Therefore, the successful implementation of customer-centered CRM system is one of the key factors for various industries to win in the fierce competition for market share. However, at present, some traditional CRM systems in the market can not meet the requirements of large and medium-sized enterprises well. How to design and implement powerful functions, simple use, flexible design, high cost-to-performance ratio, CRM system, which is close to the needs of enterprise development, has become an urgent problem to be solved in the process of developing customer relationship service. In order to better serve customers, for large and medium-sized enterprises with a large customer base, In this paper, a CRM system combining activity management system and marketing relationship management system with integral calculation / exchange function based on transaction data is proposed to improve the competitiveness of enterprises. Points can be described as one of the best ways to maintain customers, which can greatly enhance customer loyalty, but at the same time, the requirements for the system also increase, such as real-time points exchange management, processing large amounts of trading documents to generate points, And real-time or timing interfaces for suppliers. Enterprises pay more and more attention to the periodic marketing activities of advertising. The CRM system of this paper uses pre-defined activities, predicts the potential consumers, issues invitations to related activities, and then operates the activities and collects the corresponding feedback statistics. Prepare the basic data for the next activity, and finally improve the core competitiveness of the enterprise. In the core part of this paper, Drools rule engine is adopted, which is a core technology based on JAVA platform to reduce the cost of application maintenance and extensibility by reducing the coupling degree of components that implement complex business logic. Rule engine is widely used in enterprises, including the calculation of company salary and bonus, the discount of a variety of product combinations, the exchange of customer credits, etc., so that developers can shorten the R & D cycle greatly. Combining rule engine technology with CRM systems not only reflects its stable availability, performance scalability, support for heterogeneous environments, but also reduces development, deployment, and management costs through the use of popular open source frameworks. In order to achieve the purpose of improving user satisfaction. Firstly, this paper discusses the current situation and problems of enterprise CRM system, and clarifies the necessity of the design and development of CRM system based on rule engine. On this basis, the paper discusses and analyzes the functional modules such as transaction integral calculation / query / exchange / management, marketing activity definition / prediction / management / report forms and their main processes. Then the architecture of CRM system is analyzed. Based on Drools rule engine and related J2EE technology, with the aid of UML and object-oriented theory, the system is designed with modularization method, and the corresponding core subsystem is designed in detail, in which the customer integral management is discussed in detail. Marketing activity management, enterprise portal and external supplier integration and implementation. Finally, the system expansibility and system investment benefit are analyzed.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：TP311.52
本文編號：2471594
[Abstract]:Customer relationship Management (CRM) system can bring great improvement of operation effect and overall optimization of market value chain, expand market space through various channels, and attract new customers while retaining old customers. Therefore, the successful implementation of customer-centered CRM system is one of the key factors for various industries to win in the fierce competition for market share. However, at present, some traditional CRM systems in the market can not meet the requirements of large and medium-sized enterprises well. How to design and implement powerful functions, simple use, flexible design, high cost-to-performance ratio, CRM system, which is close to the needs of enterprise development, has become an urgent problem to be solved in the process of developing customer relationship service. In order to better serve customers, for large and medium-sized enterprises with a large customer base, In this paper, a CRM system combining activity management system and marketing relationship management system with integral calculation / exchange function based on transaction data is proposed to improve the competitiveness of enterprises. Points can be described as one of the best ways to maintain customers, which can greatly enhance customer loyalty, but at the same time, the requirements for the system also increase, such as real-time points exchange management, processing large amounts of trading documents to generate points, And real-time or timing interfaces for suppliers. Enterprises pay more and more attention to the periodic marketing activities of advertising. The CRM system of this paper uses pre-defined activities, predicts the potential consumers, issues invitations to related activities, and then operates the activities and collects the corresponding feedback statistics. Prepare the basic data for the next activity, and finally improve the core competitiveness of the enterprise. In the core part of this paper, Drools rule engine is adopted, which is a core technology based on JAVA platform to reduce the cost of application maintenance and extensibility by reducing the coupling degree of components that implement complex business logic. Rule engine is widely used in enterprises, including the calculation of company salary and bonus, the discount of a variety of product combinations, the exchange of customer credits, etc., so that developers can shorten the R & D cycle greatly. Combining rule engine technology with CRM systems not only reflects its stable availability, performance scalability, support for heterogeneous environments, but also reduces development, deployment, and management costs through the use of popular open source frameworks. In order to achieve the purpose of improving user satisfaction. Firstly, this paper discusses the current situation and problems of enterprise CRM system, and clarifies the necessity of the design and development of CRM system based on rule engine. On this basis, the paper discusses and analyzes the functional modules such as transaction integral calculation / query / exchange / management, marketing activity definition / prediction / management / report forms and their main processes. Then the architecture of CRM system is analyzed. Based on Drools rule engine and related J2EE technology, with the aid of UML and object-oriented theory, the system is designed with modularization method, and the corresponding core subsystem is designed in detail, in which the customer integral management is discussed in detail. Marketing activity management, enterprise portal and external supplier integration and implementation. Finally, the system expansibility and system investment benefit are analyzed.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：TP311.52
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