文档介绍：学校代码: 10128
学号: 030704034
本科毕业论文
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题目:王府井百货包头店营销管理系统分析与设计
学生姓名:
学院:管理学院
系别:管理科学系
专业:信息管理与信息系统
班级:信管03-1
指导教师:
二〇〇七年六月
摘要
随着市场竞争的日益激烈和顾客价值选择的变迁,企业越来越认识到争取市场、赢得并长期保留住顾客的重要性,为顾客提供优异的顾客服务是企业竞争优势的根本所在。在这种环境下,顾客成为企业是否取得成功的重要因素,针对顾客的营销管理在这个时候显得尤为重要。鉴于王府井百货(集团)所属的零售行业的特殊性,建立和维持顾客关系、提高顾客忠诚度、建立满意地顾客服务体系成为企业取得竞争优势的最重要基础。与此同时,互联网技术的发展对企业的发展与管理也提出了更高的要求。
本文将CRM(Customer Relationship Management)思想与王府井百货包头店的特点相结合,紧紧围绕“顾客—忠诚度—会员卡—营销管理系统”这条主线,根据公司的具体业务要求进行营销管理系统的分析与设计。文章首先对系统进行需求分析和建模,在此基础上对功能进行分析,然后进行了系统详细设计和数据库设计,最后阐诉了系统优势并为日后系统改进提出意见,从而完成了王府井百货(集团)包头店(以下简称王府井百货包头店)营销管理系统的分析与设计。
本文通过对商场内各相关责任部门获得或更新顾客、商品及销售信息的流程进行分析与设计,减少了流程运转步骤,其中商场对VIP顾客也就是会员的营销管理是本文分析与设计的重点。
关键词:管理信息系统;信息系统分析与设计;客户关系管理(CRM);顾客价值
Abstract
With the great development of information technology and fast progress work economy, the traditional business model has taken foundational change. In variety industries, as the products and mercialized, petition among the business enterprise e more fiercely and the expectation of customers change rapidly. The customers have higher request of the quality of products and the service, characteristic and value. The enterprises have gradually realized the importance of gain the market、capture and maintenance the customers, and the essential advantage of enterprise’petition is providing the excellent service to customers. Under such condition, the customer es a important decidable factor whether a enterprise obtain essful or not, the establishment and maintenance of customers relationship e the most important foundation that a enterprise gain petitive advantage. At the meantime, the development of technology also put forward a higher request to the development and management of the enterprise.
This bines the design notion of the CRM and the realistic characters of “WangFuJing ” general merchandise (group) company, follow the main logic of “customer management system-loyalty-customer-member card”, analysis and design the customer management system acc