Research On Analytical Customer Relationship Management In Electronic Business

Along with the thorough application and developments of EB (electronic business), the research of CRM(Customer Relationship Management)has become a frontier topic in the area of management and business. It is very important both in theory and application to make a thorough study on CRM in EB. Based on the theory of logistics, management and marketing, then this dissertation tries to make detailed theoretical and empirical studies about Analytical CRM.The main research contents of this dissertation are as follows:By referring to existing literature in this field, the basic conception and theory of CRM is reviewed, and the characteristics and importance of Analytical CRM in EB environment are analyzed. Then Analytical customer performance about customer segmentation, customer retention, and customer promotion are built up.The problem of customer segmentation in EB environment is studied. First, the contents of customer segmentation are analyzed, and the varieties and characteristics of customer segmentation in traditional business environment and EB environment are compared, this dissertation sets up the dynamic synthesis quota system in terms of customer value and customer behavior characteristics. Then dynamic segmentation model is built based on SOM neural network, the results can help enterprise to identify customer's classification, to find out the most worthy customer, and to reasonably assign the limited resources.The problem of customer retention in EB environment is studied. First, the basic theories of customer retention are summed up, the foundation of customer retention—customer loyalty is analyzed, and the manifestation and decidable factor of customer loyalty in traditional business environment and EB environment are compared, this dissertation formulates a new strategy that is"enterprise must be loyal to customer", and sets up the synthesis evaluated quota system in terms of customer value for enterprise. Then comprehensive evaluation model is built based on AHP(Analytic hierarchy process), experts decision and fuzzy comprehensive evaluation, the results can help enterprise to measure customers'wills and behaviors in time, and to formulate the marketing strategy.The problem of customer promotion in EB environment is studied. First, the basic theories of customer promotion are analyzed, the main means of customerpromotion—up-selling and cross-selling are studied, and the variety and characteristics of customer promotion in traditional business environment and EB environment are compared, this dissertation sets up the synthesis quota system in terms of customer's needs and the project's competitive ability. Then model is built based on fuzzy comprehensive evaluation and BP Neural Network, the results can help enterprise to provide what are customers'need indeed, to fully satisfy customers, and to enhance enterprise's competitive ability.Finally, an experimental example is calculated and analyzed to show the usefulness of the proposed method, so corresponding marketing strategies can be draw up.