Intelligent Customer Relationship Management In The Flower Industry Research

In this world based on Internet technology, E-commerce is changing life style of people and the types of operation of enterprises, changing the relation among the enterprise, customer and supplier completely, brought the competition for fierceness at the same time. The focus of the market competition has already been turned from the competition of the products t'o the competition of the brand, competition of service and competition of customer.Customer Relationship Management(CRM) just sprouts in such an environment and develops rapidly. CRM is a bridge, erect the tie between the enterprise and customer, bring the profit and larger rising space to enterprises; Make customers enjoy unprecedented high quality and personalized service at the same time , and feel that the enterprises seems to serve themselves only; Thus reached the "win-win" situation.However, author thinks in such a times for information explosion, the amount of information of enterprise's database is increasing at the surprising speed, in the face of the enormous pressure of "information explosion" and " Data glut ", enterprises will set up the management theory of "regarding customer as the centre", can't only put emphasis on using CRM thought, tool and method to strengthen the control over customer's relation simply. The customer is in freedom forever, enterprises can not manage them forever, but author thinks enterprises can manage customer's data and information on the basis of respecting the customer, understand the customers and their behavior deeply by means of customer's information management. And exactly intelligent CRM can help the enterprise understand the customers and their behavior deeply, so intelligent CRM is the best choice of enterprises. However, intelligent CRM does not have a unified or standard model. Understand this trade and this enterprise deeply only before structuring, implementing intelligent CRM, the advantage of its intelligent CRM could be achieved.At first, the intelligence CRM and its core-business intelligence theory havebeen analyzed and summarized in this text; Secondly, information-based status of the domestic and international flower and plants trade have been explain, and the application mode of intelligent CRM of the flower and plants trade according to the characteristics of the flowers and customer's information in flower and plants trade has been proposed on the basis of analysis of current situation of the flower and plants trade of our country and subject matter existing; Finally, Take KUNMING INTERNATIONAL FLORA AUCTION TRADING CENTER Co., Ltd as an example, build the system structure and function model of intelligent CRM system for it, put forward the peculiar analytic function of this intelligence CRM system, then recommend application of the RFM analystic model in this intelligence CRM system.Hope to through the writing of this thesis, play certain positive role to promote the business procedure of flora enterprises to optimize, and improve enterprise customer-oriented decision ability, and instruct flower and plants supplier to produce and manage reasonably, thus gain more advantages during the keen competition of the international market for the flower and plants trade of our country.