Research On System And Functional Module Of Automobile Industry CRM (Auto-CRM)

Along with the development of market economy system and information technical in China, the automobile industry as supported industry of the national economy must face the durative changing. The main performance obviously turns incline to with the homogeneous characteristic in products and services about automobile, the principle of management indeterminable business enterprise that take product as the center obtains the special competitive advantage. In Post-Industrial Society, only have the customer relation can take the basic main factor of the establishment and the maintenance business enterprise core competencies, this is because it has to defend to make duplicate the characteristic naturally, this kind of characteristic is exclusive and monopolistic. Customer Relationship Management as the gather, which includes management idea, means and applications, is able to accommodate to the changing of market. In automobile enterprises, CRM and other industrial applications systems can use the flexible tie relationship to solve the inconsistency of super production model and consumption market of automobile industry.The thesis is about theory and functional modules of CRM applied to automobile industry. One side, it will research with fact, on the other side, it takes more attention to solve actual problems from point of view of application. The primary content of the thesis includes 4 parts:(1) The thesis expatiates the appearance, development and evolvement of technology of CRM. On the base of analyzing the characteristics of automobile industry in China, it concludes the important significance of implementation about CRM system in the tidal of development of automobile industry. The thesis has lucubrated the theory system and elements on the base of researching in the market theory and the whole system of Auto-CRM.(2) According to the characteristics of the type of manufacture of vehicle, the thesis presents that Auto-CRM system generally consists of customer sales management subsystem, customer market management subsystem, customer support and service management subsystem, database and supporting platform subsystem.(3) As a new management system, CRM application software must face the communication and integration of it with present system. After bringing the conception of enterprise application integration, the thesis has researched in the function integration of business flow and technology on the example of the integration of CRM and ERP system.(4) The data warehouse of Auto-CRM is the kernel of project activity. The development of database technology has upgraded the enterprise integration of CRM. From the view of performance, the thesis has made a study of the methods of practice of data warehouse in enterprise Auto-CRM projects standing on the stratagem. Then, the thesis particularizes the constructing ways and steps taking example for designing the sales data warehouse in automobile sales enterprise.