Research On Enterprise CRM Crisis Early-warning Based On BP Neural Network

The fierce competition of modern enterprises is increasingly reflected on the contention towards customers and the realization of customers' lifelong value. In the light of the customer relationship management, the thesis aims to transfer the crisis early-warning system from the field of public affairs management to the financial field to make the enterprises seek the long-time customers, keep in touch with their customers, and finally take the lead in the fierce competition. Based on the theory and technology of strategy management, information management and decision support system, the thesis explores the concepts, properties and components and constructs the framework of enterprise CRM early-warning strategic system, enriching its theories and giving guidance to its establishment in reality. The concepts and basic features of enterprise early-warning strategic system for CRM are put forward at the beginning of the thesis, followed by its management model and its functions. Then, on a basis of crisis early-warning index used to evaluate the enterprise crisis from the customer relationship management in financial field, BP neural network model is trained with the statistics of parameter set by Matlab neural network tool-box to obtain the stable enterprise CRM crisis early-warning network model in financial field. At last, with the application of the crisis early-warning network model to enterprise information management system, the enterprise CRM crisis early-warning system in financial field is established.The innovation of the thesis lies in applying the enterprise crisis early-warning to the enterprise customer relationship management. With the qualitative and quantitative method, the artificial neural network is introduced to set up the enterprise CRM crisis early-warning system model which reaches its stable condition through network training and is then tested in the real system. According to the test result, it is evident that this model proposes a new and practical solution to the enterprise CRM crisis early-warning.