基于Web的客户关系管理系统的设计与实现
摘要
进入21世纪,随着企业信息化的发展,CRM(CustomerRelationship Management,客户关系管理)也渐渐被广大企业管理者所接受。国外的CRM行业已经相当成熟,而在国内CRM行业还处于成长期,市场需求非常大。同时,Microsoft推出.NET技术也逐渐成为软件应用的技术的主流。本文将CRM业务和.NET技术有机结合,采用Browse/Server构架,并考虑到访问的安全性,在.NET平台上设计实现一套CRM软件管理系统,代码逻辑呈三层垂直结构,功能模块基本实现,并成功部署在IIS服务器上,可以在客户端通过浏览器进行访问。
CRM is short for Customer Relationship Management. In fact,CRM is theconcept ofthemanagement thinkingofmarketing. It is theresult that the marketing thinking, whose center is the customer, isadoptedintheenterprise.CustomerRelationshipManagement,literally,is consisted of three key words: Customer, Relationship andManagement. But if we analyze the three key words logically, theyshould be explained from back to former. Management means CRM isbelong to the category of enterprise management. It refers to severalcontents, such as marketing stratagem, operation flow and enterpriseculture. Relationship means that the management is a kind ofbased-relationship management.As earlyas societyis formed, it existsrelationship among the people; after industry manufacture and scopeeconomy appear, the relationship, between enterprise and enterprise,between enterprise and people, is much more important than ever, andit impacts gradually the development of the enterprise. As a result, itgives birth to the concept of relationship management. Customermeans that the center of relationship management is customer. Thecustomer is focus. In the three key words, customer is maybe the onethat buy the product or service, and is maybe employee in theenterprise, team comrade, and is even maybe the opponent. So thecustomer of CRM is not only the one that pays for the product orservice, but also anyone that is related to the enterprise marketing.However,therelationshipbetweenenterpriseandcustomerisnotstaticor fixed. It is the based-study relationship, that is, enterprise andcustomer should communicate each other, comprehend each other andinfluence each other. Enterprise should study more in the process inorder to understand customer better and provide customer better product and service. Furthermore, management is utility of theenterprise resource. Concretely, the management of CRM is the utilityof customer information resource. How the enterprise takes advantageof the customer resource to increase the sale profit in the marketingthinkingandoperationflow,isapermanenttheme.
Although CRM is the concept of marketing and management,their rapid development goes with the quick development of softwareindustryandpopularizationofInternetintheninetieslastcentury.Thatis, software industry and Internet is the carrier of the rapiddevelopment of CRM. The rapid development of software industrymakes it possible that the new CRM system is designed andimplemented or the old CRM system is modified and maintainedquicklyand canonically according to the actual needs of enterprise. Atthe same time, the popularization of Internet makes the informationsend and received quickly. Both of them are the basis of CRM rapiddevelopment.CRMbecomesafieldofcomputerapplication.
CRM system in this paper is designed and developed under .NET2.0 framework and SQL Server 2005 database. .NET provides a newenvironment. In this environment, all of the application of Windowsoperatingsystem can be developed and ran. Because this CRM systemis a Web application, the technology we use is ASP.NET, which is thepart of .NET framework. ASP.NET sends content through IIS toresponse HTTP request. When document is established to respond theHTTP request, ASP.NET can establish document dynamically on theWeb server. Most of the documents are HTML document. In theprocess of ASP.NET transacting, it can access all of .NET classes, thecustomizationcontrolswhichareestablishedbyC#orotherlanguages,database. But how do we access the database? .NET framework usesbased-API ADO.NET technology to access database. ADO.NET uses the classes of database connection, command and result in the designaspect to cooperate with other framework and developmentenvironment (Visual Studio IDE). This CRM system is released onInternet, so safety is one of the factors which should be considered inthe design aspect. Internet is not dependable network, so the CRMsystem needs higher level safety authentication. Because formauthentication has higher level safety authentication than windowsauthentication, the former is adopted. This CRM system also adoptsthe AJAX technology which is popular. The traditional Webapplication allows user to fill form. When the form is submitted, theclient sends a request to Web server. Server receives this form andprocesses it, then sends back a new page. This mode wastes muchbandwidth, because the two pages are almost the same. Everytime therequest must be sent to server, so the response time of the applicationdepends onthe response timeoftheserver.As aresult,theresponse ofuser interface is much slower than the one of local application. Insteadof that mode, AJAX application can only send the data that is neededto the server, and it use SOAP or other based-XML Web serviceinterface, and the response from the server is processed in the clientthrough JavaScript. Because the data which is transmitted between theserver and thebrowse is muchless than before, wecan get responseofapplication more quickly than before. Simultaneity, a lot of work canbe done in the client which send request, so the time of the serverprocessing decreases. This mode can reduce the burden of the server,and can decreases the time of the response of the client, and make theuserfellbetter.
The whole application adopts Browse/Server architecture,because the users of application are not professional computer users.Theircomputerknowledgeisverylimited.Soitisveryreasonablethat theserverisdominant whentheapplicationruns. AnotherfactoristhatB/S architecture is more flexible than C/S architecture. In the codedesign, we adopt three logic layers. From bottom to top, they are datalayer, operation layer and page layer. Data layer is responsible for theaccesstothedatabase,suchasquery,insert,updateanddeletingrecord.And database can be changed seamlessly. Operation layer isresponsible for manipulating with the abstract data source provided bydata layer. All of the operation of CRM system is centralized in thelayer. Page layeris responsibleforthepage content that is sent back tothe client, and the page content uses the function interface provided byoperationlayer.
This CRM system includes several function modules. This papertakesexampleforthecustomermanagementmodule,andworkflowofthe system is introduced below: at first, the client sends request of theweb 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 page layercalls the function provided by the operation layer with the data in theform. The cache mechanism is added in the operation layer. The cacheis searchedwiththe data from thepagelayer. If theresult is not null, itis returned to the page layer after unboxing operation. If the result isnull, the flow enter into the data layer to access the database. In thedata layer, the factory class is used for getting the abstract data sourceaccess class. It accesses database, then the result is returned to theoperation layer. In that layer, the result is added to the cache. Inaddition, this CRM system uses the cache in the server, encapsulatesthe codes in the bottom to the share DLL, protects the inject attack,uses OLAP analytical processing, cluster analyze on customer and getthetimeintheserversidebyAJAX.Several primaryuserinterfaces incustomermanagementmodulearegiveninthispaper.
CRM is short for Customer Relationship Management. In fact,CRM is theconcept ofthemanagement thinkingofmarketing. It is theresult that the marketing thinking, whose center is the customer, isadoptedintheenterprise.CustomerRelationshipManagement,literally,is consisted of three key words: Customer, Relationship andManagement. But if we analyze the three key words logically, theyshould be explained from back to former. Management means CRM isbelong to the category of enterprise management. It refers to severalcontents, such as marketing stratagem, operation flow and enterpriseculture. Relationship means that the management is a kind ofbased-relationship management.As earlyas societyis formed, it existsrelationship among the people; after industry manufacture and scopeeconomy appear, the relationship, between enterprise and enterprise,between enterprise and people, is much more important than ever, andit impacts gradually the development of the enterprise. As a result, itgives birth to the concept of relationship management. Customermeans that the center of relationship management is customer. Thecustomer is focus. In the three key words, customer is maybe the onethat buy the product or service, and is maybe employee in theenterprise, team comrade, and is even maybe the opponent. So thecustomer of CRM is not only the one that pays for the product orservice, but also anyone that is related to the enterprise marketing.However,therelationshipbetweenenterpriseandcustomerisnotstaticor fixed. It is the based-study relationship, that is, enterprise andcustomer should communicate each other, comprehend each other andinfluence each other. Enterprise should study more in the process inorder to understand customer better and provide customer better product and service. Furthermore, management is utility of theenterprise resource. Concretely, the management of CRM is the utilityof customer information resource. How the enterprise takes advantageof the customer resource to increase the sale profit in the marketingthinkingandoperationflow,isapermanenttheme.
Although CRM is the concept of marketing and management,their rapid development goes with the quick development of softwareindustryandpopularizationofInternetintheninetieslastcentury.Thatis, software industry and Internet is the carrier of the rapiddevelopment of CRM. The rapid development of software industrymakes it possible that the new CRM system is designed andimplemented or the old CRM system is modified and maintainedquicklyand canonically according to the actual needs of enterprise. Atthe same time, the popularization of Internet makes the informationsend and received quickly. Both of them are the basis of CRM rapiddevelopment.CRMbecomesafieldofcomputerapplication.
CRM system in this paper is designed and developed under .NET2.0 framework and SQL Server 2005 database. .NET provides a newenvironment. In this environment, all of the application of Windowsoperatingsystem can be developed and ran. Because this CRM systemis a Web application, the technology we use is ASP.NET, which is thepart of .NET framework. ASP.NET sends content through IIS toresponse HTTP request. When document is established to respond theHTTP request, ASP.NET can establish document dynamically on theWeb server. Most of the documents are HTML document. In theprocess of ASP.NET transacting, it can access all of .NET classes, thecustomizationcontrolswhichareestablishedbyC#orotherlanguages,database. But how do we access the database? .NET framework usesbased-API ADO.NET technology to access database. ADO.NET uses the classes of database connection, command and result in the designaspect to cooperate with other framework and developmentenvironment (Visual Studio IDE). This CRM system is released onInternet, so safety is one of the factors which should be considered inthe design aspect. Internet is not dependable network, so the CRMsystem needs higher level safety authentication. Because formauthentication has higher level safety authentication than windowsauthentication, the former is adopted. This CRM system also adoptsthe AJAX technology which is popular. The traditional Webapplication allows user to fill form. When the form is submitted, theclient sends a request to Web server. Server receives this form andprocesses it, then sends back a new page. This mode wastes muchbandwidth, because the two pages are almost the same. Everytime therequest must be sent to server, so the response time of the applicationdepends onthe response timeoftheserver.As aresult,theresponse ofuser interface is much slower than the one of local application. Insteadof that mode, AJAX application can only send the data that is neededto the server, and it use SOAP or other based-XML Web serviceinterface, and the response from the server is processed in the clientthrough JavaScript. Because the data which is transmitted between theserver and thebrowse is muchless than before, wecan get responseofapplication more quickly than before. Simultaneity, a lot of work canbe done in the client which send request, so the time of the serverprocessing decreases. This mode can reduce the burden of the server,and can decreases the time of the response of the client, and make theuserfellbetter.
The whole application adopts Browse/Server architecture,because the users of application are not professional computer users.Theircomputerknowledgeisverylimited.Soitisveryreasonablethat theserverisdominant whentheapplicationruns. AnotherfactoristhatB/S architecture is more flexible than C/S architecture. In the codedesign, we adopt three logic layers. From bottom to top, they are datalayer, operation layer and page layer. Data layer is responsible for theaccesstothedatabase,suchasquery,insert,updateanddeletingrecord.And database can be changed seamlessly. Operation layer isresponsible for manipulating with the abstract data source provided bydata layer. All of the operation of CRM system is centralized in thelayer. Page layeris responsibleforthepage content that is sent back tothe client, and the page content uses the function interface provided byoperationlayer.
This CRM system includes several function modules. This papertakesexampleforthecustomermanagementmodule,andworkflowofthe system is introduced below: at first, the client sends request of theweb 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 page layercalls the function provided by the operation layer with the data in theform. The cache mechanism is added in the operation layer. The cacheis searchedwiththe data from thepagelayer. If theresult is not null, itis returned to the page layer after unboxing operation. If the result isnull, the flow enter into the data layer to access the database. In thedata layer, the factory class is used for getting the abstract data sourceaccess class. It accesses database, then the result is returned to theoperation layer. In that layer, the result is added to the cache. Inaddition, this CRM system uses the cache in the server, encapsulatesthe codes in the bottom to the share DLL, protects the inject attack,uses OLAP analytical processing, cluster analyze on customer and getthetimeintheserversidebyAJAX.Several primaryuserinterfaces incustomermanagementmodulearegiveninthispaper.
引文
[1] 田同生,客户关系管理的中国之路,机械工业出版社,2001年。
[2] PAlexander Schellong,CRM in the public sector: towards aconceptual research framework,ACM International ConferenceProceeding Series,Digital Government Research Center,2005年。
[3] Frank Teklitiz,Robert L. Mccarthy,Analytical CustomerRelationshipManagement,Sybase.Inc,1999年。
[4] 邵兵家 于同奎,客户关系管理——理论与实践,清华大学出版社,2004 年。
[5] 李兵 薛劲松 朱云龙 王扶东,《以客户为中心的 CRM 体系结构》,计算机工程,2004 年。
[6] CalinGurau,AshokRanchhod,RayHackney,Customer-CentricStrategicPlanning:IntegratingCRMinOnlineBusinessSystems,Information Technology and Management,Kluwer AcademicPublishers,2003年。
[7] 杨顺勇 蓝先德 唐元虎,《基于因特网的客户关系管理系统(eCRM)设计》,工业工程与管理,2001 年,第 4 期。
[8] 刘国联 孔志周,《ERP、CRM、SCM三大系统的整合》,企业技术开发,2007 年,第 26 卷第 6 期。
[9] StephenHagg,MaeveCumming,James,ManagementInformationSystemforInformationAge,London:McGrawCompanies,Inc,1998年。
[10]马扬,《认识CRM避开几大误区》,中国计算机报,2000年。
[11]Jeffrey Peel,,Mike Gancarz,CRM: Redefining CustomerRelationshipManagement,Butterworth-Heinemann,2002年。
[12]Randy Harris,What Is a Customer Relationship Management(CRM)System,DarwinMagazine,2003 年。
[13]SusannahPatton,TheTruthAboutCRM,CIO Magazine,2001年。
[14]杜义华 张亚,《网站信息管理发布系统设计与应用》,计算机系统应用,2005 年,第 9 卷第 11 期。
[15]Ken Burnett,The Handbook of Key Customer RelationshipManagement,PrenticeHall,2001年。
[16]The CRM handbook: a business guide to customer relationshipmanagement,Addison-Wesley Information Technology Series,Addison-WesleyLongmanPublishingCo.,Inc,2001年。
[17]郁英霞,《中国CRM市场现状与发展趋势分析》,计算机网络,2004年,第2卷第33期。
[18]刘烨 李万勇 于佳任,《基于 3G 的 CRM 系统研究》,中国管理信息化,2006 年, 第 9 卷第 3 期。
[19]何荣勤,CRM 原理·设计·实践,电子工业出版社,2006年。
[20]宋之星,《CRM的实现与PowerCRM系统设计》,计算机工程与科学,2001 年。
[21]Yann-Haur Huang , E-commerce technology: CRMimplementation and its integration with enterprise systems,DoctoralThesis:65-09A, GoldenGateUniversity,2004年。
[22]周良 郑洪源 谢强等,《客户关系管理系统设计研究》,计算机应用研究,2002 年。
[23]Bill Evien,Christian Nagel,Jay Glynn 李敏波 黄静译,C#高级编程,清华大学,2006 年。
[24]RYAN A,NATHANIEL T S,Foundation of AXJA,BerkeleyApress,2005年。
[25]谌燕 赵定远,《基于AJAX的异步Web开发模式》,成都大学学报:自然科学版,2007 年,第 26 卷第 4 期。
[26]刘近勇 张建嵘,《Ajax技术与Web应用》,邮电设计技术,2006年。
[27]裴焰 赵政文,《基于Ajax引擎的Web开发研究》,科学技术与工程,2007 年,第 7 卷第 23 期。
[28]杨晓俊,《Web2.0 下的 Ajax 及其应用》,计算机与数字工程,2007年,第35卷第8期。
[29]武苍林,《B/S与C/S结构的分析与比较》,电脑学习,2003年,第 10 期。
[30]鲍居武 曹军,计算机系统集成案例分析,北京理工大学出版社,1999 年。
[31]胡孔法,《联机分析处理(OLAP)若干关键技术的研究》,东南大学博士学位论文,2004 年。
[32]POanaMuntean,DatawarehousesolutionsforCRM,InternationalConferenceComputerSystemsandTechnologies, ACM,2004年。
[2] PAlexander Schellong,CRM in the public sector: towards aconceptual research framework,ACM International ConferenceProceeding Series,Digital Government Research Center,2005年。
[3] Frank Teklitiz,Robert L. Mccarthy,Analytical CustomerRelationshipManagement,Sybase.Inc,1999年。
[4] 邵兵家 于同奎,客户关系管理——理论与实践,清华大学出版社,2004 年。
[5] 李兵 薛劲松 朱云龙 王扶东,《以客户为中心的 CRM 体系结构》,计算机工程,2004 年。
[6] CalinGurau,AshokRanchhod,RayHackney,Customer-CentricStrategicPlanning:IntegratingCRMinOnlineBusinessSystems,Information Technology and Management,Kluwer AcademicPublishers,2003年。
[7] 杨顺勇 蓝先德 唐元虎,《基于因特网的客户关系管理系统(eCRM)设计》,工业工程与管理,2001 年,第 4 期。
[8] 刘国联 孔志周,《ERP、CRM、SCM三大系统的整合》,企业技术开发,2007 年,第 26 卷第 6 期。
[9] StephenHagg,MaeveCumming,James,ManagementInformationSystemforInformationAge,London:McGrawCompanies,Inc,1998年。
[10]马扬,《认识CRM避开几大误区》,中国计算机报,2000年。
[11]Jeffrey Peel,,Mike Gancarz,CRM: Redefining CustomerRelationshipManagement,Butterworth-Heinemann,2002年。
[12]Randy Harris,What Is a Customer Relationship Management(CRM)System,DarwinMagazine,2003 年。
[13]SusannahPatton,TheTruthAboutCRM,CIO Magazine,2001年。
[14]杜义华 张亚,《网站信息管理发布系统设计与应用》,计算机系统应用,2005 年,第 9 卷第 11 期。
[15]Ken Burnett,The Handbook of Key Customer RelationshipManagement,PrenticeHall,2001年。
[16]The CRM handbook: a business guide to customer relationshipmanagement,Addison-Wesley Information Technology Series,Addison-WesleyLongmanPublishingCo.,Inc,2001年。
[17]郁英霞,《中国CRM市场现状与发展趋势分析》,计算机网络,2004年,第2卷第33期。
[18]刘烨 李万勇 于佳任,《基于 3G 的 CRM 系统研究》,中国管理信息化,2006 年, 第 9 卷第 3 期。
[19]何荣勤,CRM 原理·设计·实践,电子工业出版社,2006年。
[20]宋之星,《CRM的实现与PowerCRM系统设计》,计算机工程与科学,2001 年。
[21]Yann-Haur Huang , E-commerce technology: CRMimplementation and its integration with enterprise systems,DoctoralThesis:65-09A, GoldenGateUniversity,2004年。
[22]周良 郑洪源 谢强等,《客户关系管理系统设计研究》,计算机应用研究,2002 年。
[23]Bill Evien,Christian Nagel,Jay Glynn 李敏波 黄静译,C#高级编程,清华大学,2006 年。
[24]RYAN A,NATHANIEL T S,Foundation of AXJA,BerkeleyApress,2005年。
[25]谌燕 赵定远,《基于AJAX的异步Web开发模式》,成都大学学报:自然科学版,2007 年,第 26 卷第 4 期。
[26]刘近勇 张建嵘,《Ajax技术与Web应用》,邮电设计技术,2006年。
[27]裴焰 赵政文,《基于Ajax引擎的Web开发研究》,科学技术与工程,2007 年,第 7 卷第 23 期。
[28]杨晓俊,《Web2.0 下的 Ajax 及其应用》,计算机与数字工程,2007年,第35卷第8期。
[29]武苍林,《B/S与C/S结构的分析与比较》,电脑学习,2003年,第 10 期。
[30]鲍居武 曹军,计算机系统集成案例分析,北京理工大学出版社,1999 年。
[31]胡孔法,《联机分析处理(OLAP)若干关键技术的研究》,东南大学博士学位论文,2004 年。
[32]POanaMuntean,DatawarehousesolutionsforCRM,InternationalConferenceComputerSystemsandTechnologies, ACM,2004年。