S 公司作为一家老牌英国蒸汽节能产品的制造企业进入中国发展二十多年来，随 着业务的扩大，与客户接触产生的各类信息量也随之扩大。由于客户信息分散、数据 质量不佳、部门沟通协作不畅，使得 S 公司无法有效管理市场、销售和服务等关键业 务活动，导致客户满意度降低甚至客户流失，阻碍了 S 公司业务的可持续发展。因 此，S 公司急需通过提高客户关系管理能力，改善目标客户与企业自身的多元化互 动，提升企业的营销管理水平。 借助信息系统技术手段来科学管理配置企业同客户接触产生的各类数据和管理活 动已成为企业从事务型客户关系管理转型战略性的必要工具，因此 S 公司决定开发一 套适合自己业务发展的客户关系管理信息系统。本文通过理论和实践相结合，首先通 过理论文献整理、S 公司客户关系管理问题诊断调研分析等研究方法，在充分理解客 户关系管理和信息系统规划相关理论的基础上，结合对 S 公司在客户关系管理方面的 现状问题调研，对 S 公司客户关系管理现状调研问题，进行专项访谈、周调研、问卷 设计、业务流程梳理及优化分析、回归调研、撰写咨询报告、调整规划方案，直到最 终确定方案，力求在需求分析、问题诊断环节做到充分暴露冲突并有效解决。整个规 划方案从规划目标建设、原则制定、规划方法和实施步骤等方面制定出 S 公司客户关 系管理信息系统对业务流程优化、系统模块功能规划，最后辅以实施管理保障措施及 收益预期分析，最终论证 S 公司通过客户关系管理信息系统构建了 S 公司有效实时的 工作、管理平台，帮助 S 公司做到市场发展智能化、决策管理科学化，将客户信息价 值最大化。 客户关系管理信息系统是保证客户关系管理思想在战略层面得以应用实施的技术 支撑，帮助 S 公司提升其在市场营销、客户、销售和服务领域的综合管理水平，达到 客户资源价值最大化的目标，同时让客户关系管理理念内化为企业习以为常的管理理 念，持续保持企业管理模式和客户关系管理理念的同步。也希望本文的研究能够为正 在探索 CRM 系统规划的机械制造行业的其他公司提供参考。 关键词，客户关系管理；客户关系管理系统；信息系统规划；营销管理- II - Research on Programming of Customer Relationship Management Information System of S Company Abstract S company as a British steam energy-saving products manufacturing enterprises, has been developing for more than 20 years in China, with its expansion of business, the amount of informationgeneratedbycontactwithcustomersalsoexpanded.However,duetothedispersion of customer information, poor data quality and cooperation among the functional departments made S Company fail to effectively manage key business activities such as market, sales and service, resulting in a decrease in customer satisfaction and even loss of customers. All this hindersthesustainabledevelopmentofSCompany'sbusiness.Therefore,thecompanyurgently needs to improve its ability of customer relationship management and improve the diversified interaction between target customers and enterprises themselves. To scientifically manage and configure all kinds of data and management activities generated by enterprises' contact with customers by means of information system technology has become a necessary tool for enterprises' strategic transformation from transactional customer relationship management. Therefore, S company decides to develop a set of customer relationship management information system suitable for its own business development. Based on the combination of theory and practice, first of all, through the theoretical literature, survey of S company customer relationship management problem diagnosis, and other research methods, in the full understanding of customer relationship management and information system planning on the basis of relevant theories, combining with the state of the company S in customer relationship management problems research, research questions about the present situation of S company customer relationship management, special interview, zhou investigation, questionnaire design, business process combing and optimization analysis, and regression research, write the consulting report, adjust the planning scheme, until the final solution, makes every effort to link the demand analysis, problem diagnosis be fully exposed and effectively solve the conflict. The whole planning scheme from the principles of planning and construction target, development, planning methods and steps to develop a company S customer relationship management information system of business process optimization, the system module function planning, ultimately with implementation safeguard measures and management earnings forecast analysis, the final argument S company through customer relationship management information system to build the company S effective real-time- III - working and management platform, to help the company S intelligent do market development, scientific management decision-making, maximizes the value of customer information. The purpose of this thesis is to analyze and verify the three key factors of S Company in the implementation of CRM system through my practical work experience and practice: Concept, Technology and implementation. They constitute a trilogy of customer relationship management, ensure the application and implementation of CRM management ideas at the strategic level, help S company to improve its management level and achieve the goal of maximizing the value of customer resources. It is also hoped that this study will provide a reference for other companies in same industry that are exploring CRM system planning and deployment. Key Words，Customer Relationship Management; Customer Relationship Management system; Information System Programming; Marketing Management- IV - 目 录 摘要.............................................................................................................................I Abstract............................................................................................................................. II 1 绪论..............................................................................................................................1 1.1 研究背景...........................................................................................................1 1.2 问题提出和研究意义.......................................................................................1 1.3 研究内容和思路...............................................................................................2 2 理论综述......................................................................................................................4 2.1 客户关系管理概述...........................................................................................4 2.1.1 客户关系管理定义和内涵模型............................................................4 2.1.2 客户关系管理特点................................................................................5 2.1.3 客户关系管理和营销管理的关系........................................................5 2.2 客户关系管理信息系统概述...........................................................................6 2.2.1 定义及组成............................................................................................6 2.2.2 客户关系管理信息系统发展历程........................................................7 2.3 客户关系管理信息系统规划理论概述...........................................................8 2.3.1 系统规划理论........................................................................................8 2.3.2 系统规划的方法和步骤........................................................................8 3 S 公司客户关系管理现状和系统需求分析.............................................................10 3.1 S 公司背景......................................................................................................10 3.1.1 S 公司概况...........................................................................................10 3.1.2 S 公司发展战略...................................................................................11 3.2 S 公司客户关系管理情况..............................................................................12 3.2.1 客户关系管理现状..............................................................................12 3.2.2 问题调研和需求汇总..........................................................................13 3.3 S 公司客户关系管理信息系统需求分析......................................................16 3.3.1 客户信息管理需求..............................................................................16 3.3.2 市场活动管理需求..............................................................................17 3.3.3 销售活动管理需求..............................................................................18 3.3.4 服务活动管理需求..............................................................................21 4 S 公司客户关系管理系统规划方案.........................................................................23- V - 4.1 系统规划目标和方法.....................................................................................23 4.1.1 规划目标..............................................................................................23 4.1.2 规划原则..............................................................................................26 4.1.3 规划方法和步骤..................................................................................28 4.2 业务流程梳理和优化.....................................................................................29 4.2.1 客户信息管理流程优化......................................................................30 4.2.2 报价信息管理流程优化......................................................................32 4.3 系统功能模块规划方案.................................................................................33 4.3.1 客户信息模块......................................................................................33 4.3.2 市场活动模块......................................................................................34 4.3.3 销售活动模块......................................................................................36 4.3.4 服务活动模块......................................................................................39 4.4 权限设置和系统集成.....................................................................................40 4.5 软硬件配置.....................................................................................................41 5 S 公司客户关系管理系统实施保障.........................................................................43 5.1 实施团队的建立.............................................................................................43 5.2 开发方式和软件架构选择.............................................................................43 5.3 实施步骤和保障.............................................................................................46 5.4 系统的测试及用户培训.................................................................................47 5.5 系统的最终验收和考核约束.........................................................................48 结 论..........................................................................................................................51