The Research Of The Application Of CRM In Fashion Foreign Trade Enterprise

Textile and fashion industry is challenged by many factors, such as rapid changed market demand, global competition, complicated management and lengthen advanced period. So the enterprises ought to get the exact market information, produce the product that satisfies the market, and delivery the product to the consumer as soon as possible. But because the information flow between the production, distribution, and circulation is not smooth, many opportunities are lost in the industry. In order to change this situation, many companies in the industry try to import CAD, MIS, ERP, CRM, SCM technic on to their production and management to make their process much more efficient.The background of this paper is to develop a CRM (Customer Relationship Management) system for Shanghai Dolphin Fashion Foreign Trade Company to make its work automate and to improve the work efficiency. After advanced learning related CRM theory and collecting the demand of the company, the author developed a CRM system for the company. The author took part in the demand analysis and overall design for the project; applied the three-tier technic of JAVA in the costing report model, and finished the detail design, coding, and testing of the model. In the models of system integration and mobile CRM the author settled two key technic:First, in order to solve the communication problembetween the different structure of CRM and ERP, and to eliminate the 'information island' phenomena, the Web Service technic is introduced into the paper. After XML SCHEMA, SOAP, WSDL and UDDI in the Web Service are analyzed, the schema of the different structure integration, which is based on Web Service, is put forward in the paper. At the client port the SOAP tool of SOAPTOOLKIT20 which is supplied by Microsoft is adopted, and the programming language is VB; at the server port, the SOAP server of AXIS which is supplied by APARCHE is adopted, and the programming language is JAVA. According to the real demand, the schema is applied, and the integration of CRM and ERP is realized.Second, MCRM(Mobile CRM) is one of directions of CRM, and it make the users be able to communicate with CRM system whose structure is B/S by mobile facility. J2ME is imported in the paper, and the support of HTTP in J2ME is applied. Programed by J2ME, tested on the simulation environment provided by MIDP (Mobile Information Device Profile) , the communication between the mobile facility and the CRM system is realized. CRM theory is combined with the real background of a foreign trade fashion company in the paper, and a CRM system is developed for the company. The system can be generalized in the similar companies, so it has highly applied value.