2770CRM系统中商业智能模块的设计与开发 外文翻译.docVIP

外 文 翻 译 毕业设计题目： CRM系统中商业智能模块的设计与开发A model of customer relationship management and business intelligence systems for catalogue and online retailers 译文1：客户关系管理和商业智能系统在商品目录Intelligent profitable customers segmentation system based on business intelligence tools 译文2：基于商业智能工具的智能盈利客户细分系统 A model of customer relationship management and business intelligence systems for catalogue and online retailers As more retailers evolve into customer-centric and segment-based business, business intelligence (BI) and customer relationship management (CRM) systems are playing a key role in achieving and maintaining competitive advantage. For the past ten years, the authors have had the rare opportunity of observing and interviewing employees and managers of three different management teams at three separate Fingerhut companies as they experimented with various ITs for their companies. When the first Fingerhut company peaked in 1998, as many as 200 analysts and 40 statisticians mined the database for insights that helped predict consumer shopping patterns and credit behavior. Data mining and BI helped Fingerhut spot shopping patterns, bring product offerings to the right customers, and nurture customer relationships. By 1998, Fingerhut was the second largest catalogue retailer in the U.S. with revenues nearing $2 billion. However, after Federated acquired Fingerhut in 1999 and made it a subsidiary, Fingerhut Net, it suffered great losses and was eventually liquidated. Finally, a new company, Fingerhut Direct Marketing, was resurrected in 2002 under a new management team, and it once again became successful. What went right? What went wrong? The paper concludes with CRM and BI systems success factors and a discussion of lessons learned. 1. Introduction The use of IT has created new ways for firms to exploit vast potentials of customer relationships that have never been exploited before. With growing competition fr