第四章erp系統建設與數據挖掘 - 中國政法大學mba教育中心.docVIP

论文编号： 琢境公司基于精准营销的ERP系统研究 中国政法大学研究生院 二○一六年三月琢境公司基于精准营销的ERP系统研究 摘 要 本文研究的是和田玉企业企业资源计划（ERP）与精准营销之间的关系。一、概述研究目的意义主要创新，介绍了目前国内外和田玉行业信息化程度 二、简要说明和田玉、精准营销及ERP相关理论，为后续的研究打下理论基础。包括和田玉专业理论，精准营销与ERP的概念、关系、整合的动力机制。及相关文献研究，包括精准营销的国内外相关研究，ERP的国内外相关研究，及二者的整合研究。 三、以对琢境公司研究为例，详细分析企业面临的信息化现状，提出问题。具体包括背景介绍、问题提出、琢境简介、外部经济环境分析及内部管理环境分析。 四 、详细阐述琢境公司ERP系统建设，包括精准营销模型建立、业务流程再造、电商平台应用。并分析ERP系统对精准营销的作用，包括数据挖掘与分析、客户识别建立与企业决策优化。 总之，基于精准营销的ERP系统，对和田玉企业建立起一个从物料采购、生产加工、产品库存、产品质量、市场营销和财务管理等方面能有效执行并且信息共享的统一的管理平台是非常必要的。ERP系统实现物流、资金流信息流业务流的高度集成，提升了企业管理水平及精准营销的能力。 关键词：和田玉 ERP 精准营销 数据挖掘  RESEARCH ON ERP SYSTEMS OF ZHUO JING COMPANY BASED ON PRECISION MARKETING ABSTRACT This paper is study enterprise resource planning (ERP) of Hetian jade company with precision marketing. First, outlines the research purpose and the main innovations introduced at home and abroad and Hetian jade industry informatization Second, brief description of Hetian jade, precision marketing and ERP theory, for the follow-up research play theory. Including Hetian jade professional theory, precise marketing and ERP concept, dynamic integration mechanism. And related literature research, including precision marketing at home and abroad related research, ERP in the domestic and international related research, and integration research. Third, to research on Zhuo throughout the company as an example, a detailed analysis of the information status of jade jewelry enterprises are facing, and raises some questions. Including the introduction of the background, problems, Zhuo environment, external economic environment analysis and internal management of the environment analysis. Four, this paper expounds in detail the Zhuo throughout the company ERP system construction, including precision marketing model established, business process reengineering, business platform application. And analysis the role of ERP system of precision marketing, including data mining and analysis, identify customer establishment and optimi