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1、CRM，是Customer Relationship Management的简称，即为“客户关系管理”。CRM实际上是一种市场营销领域的管理思想，它是以客户为核心的经营理念在企业内部推广的结果。客户关系管理，按字面意思可以拆分为三个关键词：客户、关系、管理。但若对其从逻辑关系的角度分析，需要从后面往前来看。管理，意味着CRM属于企业管理的范畴，涉及到企业的运营战略、业务流程、企业文化等方面。关系，意味着这种管理是一种关系管理。人类自形成社会之后，就存在人与人的关系；在工业生产和规模经济之后，企业与企业、企业与人的关系就日益复杂重要，而且越来越影响着企业的发展，所以形成了关系管理的范畴。客户，意
2、味着CRM是围绕客户为中心的关系管理，客户是焦点。在这三个关键词中，客户指的是购买企业产品或服务的顾客，同时也可以泛指企业的内部员工、合作伙伴、价值链中的上下游伙伴甚至竞争对手等，所以CRM管理的客户不仅仅是消费者，而是与企业经营有关的任何客户。而企业与客户的关系不是静止的、固定的，它是一种互动的学习型关系，企业与客户之间要进行互动的沟通和交流，互相了解和影响，并能够在接触过程中进行学习，从而更好地了解客户并提供更合适的产品或服务。进一步来说，管理是对企业资源的有效管理，对于CRM而言就是对客户资源的有效整合和管理，企业如何在经营理念和业务流程中有效地整合客户资源，利用客户管理来提升销售利润就
3、是一个永恒的管理问题。虽然CRM是一个经营管理方面的概念，但是其真正快速发展起来，真正被引入企业实际营销中，是伴随着上世纪90年代以来软件业飞速发展和Internet普及使用而来的。可以说软件业和Internet是CRM飞速发展的载体。软件业的飞速发展，使得可以根据企业的实际需要快速规范地开发出新的CRM系统或者维护修改旧的CRM系统，以适应快速变化的市场需求。而Internet的普及又为信息的快速流通提供了可能。二者的结合便为CRM飞速发展，成为计算机应用方面一个专门的领域，提供了切实可行的基础。本文涉及的CRM系统是在.NET 2.0平台和SQL Server 2005数据库下设计实现的。
4、.NET提供了一种新环境。在这个环境中，可以开发出运行在Windows上的几乎所有应用程序。由于本CRM系统是Web应用程序，所以使用的是.NET Framework中的ASP.NET技术。ASP.NET使用IIS来传送内容，以响应HTTP请求。在通过HTTP请求建立文档时，它可以在Web服务器上动态创建文档，该文档主要是HTML文档。在ASP.NET处理过程中，可以访问所有的.NET类、C#或其他语言创建的定制组件、数据库。而在如何访问数据库的问题上，.NET Framework通过一种基于API的ADO.NET技术来处理数据访问问题。ADO.NET在设计上通过提供处理数据库连接、命令和结果
5、的类，使其能够与其他框架和集成开发环境（Visual Studio IDE）密切协作。本CRM系统是要在Internet上发布的，因此安全性也必须是整个系统要考虑的因素。Internet不是可靠的网络，所需要的安全验证程度也较高，所以相比较Windows验证而言，采用安全性更高的Form验证。此外，本CRM系统中也使用了当下比较流行的AJAX技术。传统的web应用允许用户填写表单(form)，当提交表单时就向web服务器发送一个请求。服务器接收并处理传来的表单，然后返回一个新的网页。这个做法浪费了许多带宽，因为在前后两个页面中的大部分HTML代码往往是相同的。由于每次应用的交互都需要向服务器发
6、送请求，应用的响应时间就依赖于服务器的响应时间。这导致了用户界面的响应比本地应用慢得多。与此不同，AJAX应用可以仅向服务器发送并取回必需的数据，它使用SOAP或其它一些基于XML的web service接口，并在客户端采用JavaScript处理来自服务器的响应。因为在服务器和浏览器之间交换的数据大量减少，结果我们就能看到响应更快的应用。同时很多的处理工作可以在发出请求的客户端机器上完成，所以Web服务器的处理时间也减少了。这样既减轻了服务器负担，同时又降低了客户端的响应时间，加强了用户良好体验。整个应用程序是采用Browse/Server架构，而非Client/Server架构。之所以这样
7、是考虑到CRM系统主要面对的是非专业的计算机用户，只具有简单的计算机知识背景，把程序运行的主导权完全控制在服务器端是非常合理，同时B/S也较C/S更为灵活易用。在代码的设计上使用三层逻辑，由下往上依次为数据访问层、业务操作层、页面表现层。数据访问层负责对实际数据源的访问，查询、插入、更新、删除数据。可以根据配置实现数据源的无缝衔接。业务操作层负责对数据访问层提供的抽象数据源进行操作，CRM系统中所有的业务逻辑都在这一层实现。页面表现层负责要传送给客户端（Browse端）能够的页面实现，其中加入业务操作层提供的操作访问。本CRM系统包含若干功能模块，本文仅以主要功能模块之一的客户管理模块为例，描
8、述其工作流程：首先由客户端发出页面请求，进入服务器端页面表现层，页面表现层从客户端提交的表单中提取出数据，并调用业务处理层提供的业务函数方法，将表单中的数据经过处理，以参数的形式传入业务处理层；业务处理层加入了缓存机制，在业务函数方法中以页面表现层传入的数据参数为键值检索缓存，若返回结果不为空，则将结果经过拆箱处理返回上层，若返回结果为空，则进入数据访问层进行实际的数据库操作；在数据访问层中使用工厂类得到抽象数据源访问类，再使用这个抽象数据源访问类进行数据库操作，将结果返回业务处理层，并在业务处理层中，将结果加入缓存。此外，本CRM系统还使用到了服务器端缓存，将底层代码封装成共享程序集，防范注
9、入式攻击，OLAP分析，对客户群体进行聚类分析，使用AJAX技术获取服务器端时间，并且本文还给出了客户管理模块的主要用户界面。CRM is short for Customer Relationship Management.In fact,CRM is the concept of the management thinking of marketing.It is the result that the marketing thinking,whose center is the customer,isadopted in the enterprise.Customer Relations
10、hip Management,literally,is consisted of three key words:Customer,Relationship and Management.But if we analyze the three key words logically,they should be explained from back to former.Management means CRM is belong to the category of enterprise management.It refers to several contents,such as mar
11、keting stratagem,operation flow and enterprise culture.Relationship means that the management is a kind of based-relationship management.As early as society is formed,it exists relationship among the people;after industry manufacture and scope economy appear,the relationship,between enterprise and e
12、nterprise, between enterprise and people,is much more important than ever,and it impacts gradually the development of the enterprise.As a result,it gives birth to the concept of relationship management.Customer means that the center of relationship management is customer.The customer is focus.In the
13、 three key words,customer is maybe the one that buy the product or service,and is maybe employee in the enterprise,team comrade,and is even maybe the opponent.So the customer of CRM is not only the one that pays for the product or service,but also anyone that is related to the enterprise marketing.
14、However,the relationship between enterprise and customer is not static or fixed.It is the based-study relationship,that is,enterprise and customer should communicate each other,comprehend each other and influence each other.Enterprise should study more in the process in order to understand customer
15、better and provide customer better product and service.Furthermore,management is utility of the enterprise resource.Concretely,the management of CRM is the utility of customer information resource.How the enterprise takes advantage of the customer resource to increase the sale profit in the marketin
16、g thinking and operation flow,is a permanent theme.Although CRM is the concept of marketing and management, their rapid development goes with the quick development of software industry and popularization of Internet in the nineties last century.That is,software industry and Internet is the carrier o
17、f the rapid development of CRM.The rapid development of software industry makes it possible that the new CRM system is designed and implemented or the old CRM system is modified and maintained quickly and canonically according to the actual needs of enterprise.At the same time,the popularization of
18、Internet makes the information send and received quickly.Both of them are the basis of CRM rapid development.CRM becomes a field of computer application. CRM system in this paper is designed and developed under.NET 2.0 framework and SQL Server 2005 database.NET provides a new environment.In this env
19、ironment,all of the application of Windows operating system can be developed and ran.Because this CRM system is a Web application,the technology we use is ASP.NET,which is the part of.NET framework.ASP.NET sends content through IIS to response HTTP request.When document is established to respond the
20、 HTTP request,ASP.NET can establish document dynamically on the Web server.Most of the documents are HTML document.In the process of ASP.NET transacting,it can access all of.NET classes,the customization controls which are established by C#or other languages, database.But how do we access the databa
21、se?.NET framework uses based-API ADO.NET technology to access database.ADO.NET uses the classes of database connection,command and result in the design aspect to cooperate with other framework and development environment(Visual Studio IDE).This CRM system is released on Internet,so safety is one of
22、the factors which should be considered in the design aspect.Internet is not dependable network,so the CRM system needs higher level safety authentication.Because form authentication has higher level safety authentication than windows authentication,the former is adopted.This CRM system also adopts t
23、he AJAX technology which is popular.The traditional Web application allows user to fill form.When the form is submitted,the client sends a request to Web server.Server receives this form and processes it,then sends back a new page.This mode wastes much bandwidth,because the two pages are almost the
24、same.Every time the request must be sent to server,so the response time of the application depends on the response time of the server.As a result,the response of user interface is much slower than the one of local application.Instead of that mode,AJAX application can only send the data that is neede
25、d to the server,and it use SOAP or other based-XML Web service interface,and the response from the server is processed in the client through JavaScript.Because the data which is transmitted between the server and the browse is much less than before,we can get response of application more quickly tha
26、n before.Simultaneity,a lot of work can be done in the client which send request,so the time of the server processing decreases.This mode can reduce the burden of the server, and can decreases the time of the response of the client,and make the user fell better. The whole application adopts Browse/S
27、erver architecture, because the users of application are not professional computer users. Their computer knowledge is very limited.So it is very reasonable that the server is dominant when the application runs.Another factor is that B/S architecture is more flexible than C/S architecture.In the code
28、 design,we adopt three logic layers.From bottom to top,they are data layer,operation layer and page layer.Data layer is responsible for the access to the database,such as query,insert,update and deleting record. And database can be changed seamlessly.Operation layer is responsible for manipulating w
29、ith the abstract data source provided by data layer.All of the operation of CRM system is centralized in the layer.Page layer is responsible for the page content that is sent back to the client,and the page content uses the function interface provided by operation layer. This CRM system includes sev
30、eral function modules.This paper takes example for the customer management module,and work flow of the system is introduced below:at first,the client sends request of the web page to the server to enter into the page layer.In the page layer, The data of the form of the request is extracted.Then the
31、page layer calls the function provided by the operation layer with the data in the form.The cache mechanism is added in the operation layer.The cache is searched with the data from the page layer.If the result is not null,it is returned to the page layer after unboxing operation.If the result is nul
32、l,the flow enter into the data layer to access the database.In the data layer,the factory class is used for getting the abstract data source access class.It accesses database,then the result is returned to the operation layer.In that layer,the result is added to the cache.In addition,this CRM system
33、 uses the cache in the server,encapsulates the codes in the bottom to the share DLL,protects the inject attack, uses OLAP analytical processing,cluster analyze on customer and get the time in the server side by AJAX.Several primary user interfaces in customer management module are given in this paper.