Research On Framework And Methodology Of Customer Relationship Management System Oriented To Mass Customization

On account of rapid development of mass customization and business operations changed to be customer-centered, customer relationship management oriented to mass customization (CRM-MC) becomes an inevitable choice for enterprises. To take full advantage of customer relationship management in the environment of mass customization and to promote more efficient operation of mass customization, the structure of CRM-MC system is built. And in-depth research and innovation is conducted from four aspects including system architecture, system modeling, implementation methodology and the performance evaluation of system implementation.Chapter I, on the review of CRM, Mass Customization and CRM-MC researches, the architecture of CRM study is established and limitations of CRM-MC research are found. On the base of requirement analysis of CRM-MC, this paper puts forward research route, research methods and overall structure.Chapter II, in light of main problems of CRM-MC system, CRM-MC system framework is established, composed of six levels, cross-functional application, and other tools set. Aimed at the level of business functional components, business function modules map and data flow charts of CRM-MC system are build. Aimed at the platform of coordination customization, architecture of Web-based collaborative product customization platform is constituted. Then, the management functions of three levels have been studied. Finally, the application strategy of CRM-MC is discussed based on Software as a Service.Chapter III, according to the requirement of mass customization to CRM modeling, a four-dimensional enterprise reference system and method is established. As a breakthrough point, customer synergies and complete operational lifetime, five basic bodies are constructed, and a multi-level structure of the business model is established. Then, the integration relationship of enterprise model in basic view level is build and the process methods CRM modeling driven by requirement is constructed.Chapter IV, according to the requirement of mass customization to CRM implementation, a three-dimensional CRM-MC implementation model is build, using software engineering methods and RUP model. The time dimension is divided into seven stages. In the workflow dimension, some iterative processes are designed. In method dimension, CRM process reengineering based on knowledge base is put forward and the relative model is build. Finally, a reference model is given. Chapter V, based on the Balanced Scorecard framework, CRM performance evaluation Scorecard framework is designed. On the basis of this framework and whole process methods of project evaluation, CRM-MC performance evaluation framework based on project lifetime is constructed. The four stages of evaluation framework are deeply studies and CRM performance evaluation form is established.Chapter VI takes Chenguang Dongluo, a typical ETO enterprise, as an example and researches on the technical structure and function modules of the HTCG-CRM. Then, the major management issues resolved by HTCG-CRM are analyzed. And the validity of CRM-MC in mass customization enterprise is proved.