毕业设计（论文）CRM系统成功实施的评价体系的构建.doc

毕业设计(论文) 题目名称：CRM系统成功实施的评价体系的构建 院系名称： 班 级： 学 号： 学生姓名： 指导教师： xxxx年 x月  CRM系统成功实施的评价体系的构建 The Successful Construction of Establishment System About CRM 院系名称：xxx 班 级：xxx 学 号：xxx 学生姓名：xxx 指导教师：xxx xxxx年 x月摘要 尽管全球很多企业纷纷实施CRM这一先进的思想来提升企业的竞争力，但对于CRM系统实施应用效果却不理想，并且CRM已经成为制约公司进一步发展、成长的主要瓶颈。在快速的发展过程中，如何建立有效CRM评价体系，充分发挥企业各方面的积极性，已经成为公司提升核心竞争力的关键。因此本文针对以上问题，通过构建出一套更为科学合理的评价指标体系来解决，并提升公司整体的核心竞争力具有战略意义。 本文从研究CRM的理论和具体实践出发，立足于分析CRM实施对企业可能产生的影响，设计了一套对CRM的实施效果进行评价的评价体系。利用平衡计分卡、层次分析法等方法，从客户关系、内部业务、市场反应和新能力以及财务四个角度对客户关系管理的实施效果加以评价。考察客户关系管理实施前后企业各个角度指标和企业的总体指标实施效果变化情况。通过评价指标，利用评价体系，客观量化地反应CRM的实施效果，从而使企业能够在CRM实施后，通过有关指标的获取和度量，发现CRM实施后的问题与不足，为企业客户关系管理的改进工作提供方向和依据。 关键词：CRM评价体系，BSC，AHP Abstract While many companies in the world adopt CRM in order to enhance the competitiveness of enterprises, but the implement of CRM system is not ideal, besides, CRM has become a constraining companies to further develop and grow the main bottleneck. in the Rapid development process, how to establish an effective evaluation system for CRM and bring into full play the positive aspects of the enterprise has became the company enhance core competitiveness of the key. Therefore this article is mainly through the building a more scientific and rational performance evaluation index system to solve the questions and improve the companys overall competitiveness, it is of strategic significance. This article’s research is on the basics of the theory and practice of specific and established in the analysis of CRM implementation of the potential impact on the business, design a set of CRM to evaluate the effect of the implementation of the evaluation system. Using the Balanced Score card, AHP and so on, form customer relations, internal business, the market response and new capabilities the four guide line and financial point of view customer relationship management on the implementation of results to be evaluated. Inspected before and after the impleme