Research On Customer Relationship Management Of Logistics Enterprise Orienting Supply Chain Management

The paper is aimed at giving suggestions and theoretical supports to customerrelationship management for logistics enterprises. Research is done from four aspectsrespectively: general theories of customer relationship management, application to logisticsindustry, mechanism in customer relationship management for logistics enterprises, as wellas its management technologies.As for general theories, eight theories about customer relationship management arestudied. Customer spreading effectiveness in customer consumption affective network isdescribed quantificationally based on complex network theory; the concept and itscalculation formula of spreading coefficiency are brought forward. The concept of broadsense customer lifetime value is put forward, and its formula in subsequence based onprobability theory. The retrieval model of customer chum is discussed, includingidentification of kinds of churning customer, definition of upper limit of retrieval expense,selection of retrieval project. Formula about the calculation of upper limit of retrievalexpense is deduced, using the concept of "broad sense customer lifetime value". Warningsystem about customer chum is studied. Loss caused from customer chum is calculated.As for application to logistics industry, the particularity of customer relationshipmanagement for logistics enterprises is discussed from six aspects; the paper puts forwardthe concept of new kind of logistics enterprise oriented to supply chain management,studies its functions among supply chain, its functions about application system as well asits realization. It is thought that the enterprise lie in the most important situation amongsupply chain, its application system should include modules such as customer informationmanagement, marketing analysis as well as intelligent decision support, taking call centreas the core of application. The countermeasure to improving customer relationshipmanagement for logistics enterprises is put forward based on the analysis to logisticsmarkets, the situation of customer relationship management for logistics enterprises inchina.As for management mechanism, it is recognized that the optimization of managementmechanism refers to management structure, business process, and information share. Thepaper points out the function needed for department of customer relationship managementand call centre. Measures are given in detail for business process design and optimizationof logistics enterprise. Some attention is alse given to some discussion about information share management.As for management technologies, classification tree is established to identify theimportance of customers, based on broad sense customer lifetime value, using mappingclassification rule. The paper also discusses the processes during setting up customeridentification system using artificial neural network. The frame graph of managementinformation system about new kinds of logistics enterprises is advanced, with analyzingthe functions of its sub-systems in detail.