Business Intelligence Applications, Customer Relationship Management

Along with the acceleration of globalization, more and more enterprises realize that the traditional managerial mode of product and scale orientation can not fit the status of this era. They change the old mode into customer-orientation because they understand good customer relationship is a primary resource for company's existing and expanding. In this thesis, you could find the mixture of Business Intelligence (BI) - which has been integrated into many popular information systems - and Customer relationship management (CRM).Integrated solutions of BI and CRM give company larger space to be stronger. Their combination is in the edge of modern management. Without the support of information technology Customer Alliance could not exist. BI has derived the fundamental of CRM; meanwhile, it pushes CRM to reach the higher level.This dissertation is comprised of four parts:The first part Portrait of Customer Relationship Management: this part begins with the introduction of CRM's principles and its occupied fields in the company first, and then analyzes the connection of CRM and other prevailing information systems. In the latter part it explains relative technologies and theories in order to describe a clear figure of CRM.The second part Charming Business Intelligence: it is the fundamental theory of CRM and BI's application. This part discusses the chief methods and technologies of BI and offers an analysis of BI and CRM's connection. This and next part are the central parts of the whole dissertation.The third part Application of BI in CRM: in the basic of the first two parts this piece shows the advantages of BI through the operation of real case under SQL Server 2000's OLAP analysis component. Furthermore, according to the future of BI development, it still describes one of the modeling method - Common KADS -in knowledge management.Ending part Review and Outlook: discusses existing problems and the relativesolution. This piece also concerns about the bright future of CRM and BI.CRM is a process of finding, obtaining, sustaining and increasing invaluable customers. It's an advanced management method and technology. CRM will continue attracting new elements and integrating intelligent and individual technologies to impulse the durative expanding of enterprises.