1外外外外文文文文翻翻翻翻譯譯譯譯畢業(yè)設(shè)計(jì)畢業(yè)設(shè)計(jì)畢業(yè)設(shè)計(jì)畢業(yè)設(shè)計(jì)題目題目題目題目CRM系統(tǒng)中商業(yè)智能模塊的設(shè)計(jì)與開(kāi)發(fā)系統(tǒng)中商業(yè)智能模塊的設(shè)計(jì)與開(kāi)發(fā)系統(tǒng)中商業(yè)智能模塊的設(shè)計(jì)與開(kāi)發(fā)系統(tǒng)中商業(yè)智能模塊的設(shè)計(jì)與開(kāi)發(fā)原文原文原文原文1AMODELOFCUSTOMERRELATIONSHIPMANAGEMENTANDBUSINESSINTELLIGENCESYSTEMSFORCATALOGUEANDONLINERETAILERS譯文譯文譯文譯文1客戶關(guān)系管理和商業(yè)智能系統(tǒng)客戶關(guān)系管理和商業(yè)智能系統(tǒng)客戶關(guān)系管理和商業(yè)智能系統(tǒng)客戶關(guān)系管理和商業(yè)智能系統(tǒng)在在在在商品目錄商品目錄商品目錄商品目錄和在線零售商和在線零售商和在線零售商和在線零售商中的應(yīng)用中的應(yīng)用中的應(yīng)用中的應(yīng)用模型模型模型模型原文原文原文原文2INTELLIGENTPROFITABLECUSTOMERSSEGMENTATIONSYSTEMBASEDONBUSINESSINTELLIGENCETOOLS譯文譯文譯文譯文2基于商業(yè)智能工具的智能盈利客戶細(xì)分系統(tǒng)基于商業(yè)智能工具的智能盈利客戶細(xì)分系統(tǒng)基于商業(yè)智能工具的智能盈利客戶細(xì)分系統(tǒng)基于商業(yè)智能工具的智能盈利客戶細(xì)分系統(tǒng)2AMODELOFCUSTOMERRELATIONSHIPMANAGEMENTANDBUSINESSINTELLIGENCESYSTEMSFORCATALOGUEANDONLINERETAILERSASMORERETAILERSEVOLVEINTOCUSTOMERCENTRICANDSEGMENTBASEDBUSINESS,BUSINESSINTELLIGENCEBIANDCUSTOMERRELATIONSHIPMANAGEMENTCRMSYSTEMSAREPLAYINGAKEYROLEINACHIEVINGANDMAINTAININGCOMPETITIVEADVANTAGEFORTHEPASTTENYEARS,THEAUTHORSHAVEHADTHERAREOPPORTUNITYOFOBSERVINGANDINTERVIEWINGEMPLOYEESANDMANAGERSOFTHREEDIFFERENTMANAGEMENTTEAMSATTHREESEPARATEFINGERHUTCOMPANIESASTHEYEXPERIMENTEDWITHVARIOUSITSFORTHEIRCOMPANIESWHENTHEFIRSTFINGERHUTCOMPANYPEAKEDIN1998,ASMANYAS200ANALYSTSAND40STATISTICIANSMINEDTHEDATABASEFORINSIGHTSTHATHELPEDPREDICTCONSUMERSHOPPINGPATTERNSANDCREDITBEHAVIORDATAMININGANDBIHELPEDFINGERHUTSPOTSHOPPINGPATTERNS,BRINGPRODUCTOFFERINGSTOTHERIGHTCUSTOMERS,ANDNURTURECUSTOMERRELATIONSHIPSBY1998,FINGERHUTWASTHESECONDLARGESTCATALOGUERETAILERINTHEUSWITHREVENUESNEARING2BILLIONHOWEVER,AFTERFEDERATEDACQUIREDFINGERHUTIN1999ANDMADEITASUBSIDIARY,FINGERHUTNET,ITSUFFEREDGREATLOSSESANDWASEVENTUALLYLIQUIDATEDFINALLY,ANEWCOMPANY,FINGERHUTDIRECTMARKETING,WASRESURRECTEDIN2002UNDERANEWMANAGEMENTTEAM,ANDITONCEAGAINBECAMESUCCESSFULWHATWENTRIGHTWHATWENTWRONGTHEPAPERCONCLUDESWITHCRMANDBISYSTEMSSUCCESSFACTORSANDADISCUSSIONOFLESSONSLEARNED1INTRODUCTIONTHEUSEOFITHASCREATEDNEWWAYSFORFIRMSTOEXPLOITVASTPOTENTIALSOFCUSTOMERRELATIONSHIPSTHATHAVENEVERBEENEXPLOITEDBEFOREWITHGROWINGCOMPETITIONFROMBOTHTRADITIONALANDONLINEBUSINESSES,KEEPINGCUSTOMERSSATISFIED,INCREASINGPOTENTIALSALES,ANDMAINTAININGCUSTOMERLOYALTYBECOMESTRATEGICALLYIMPORTANTTOBUSINESSSUCCESSTOIMPROVEANDEXPLOITCUSTOMERRELATIONSHIPS,BUSINESSINTELLIGENCEBITOOLSAREUSEDTOASSISTCRMSYSTEMSFOCUSONDECISIONSUPPORT,MARKETRESEARCH,TARGETMARKETING,CUSTOMERSERVICE,ANDCUSTOMERCOLLABORATIONINPRODUCTSANDSERVICESDESPITENUMEROUSCRMSTUDIES,VERYLITTLEEFFORTHASBEENMADEININCORPORATINGCONSUMERPREFERENCESFORCUSTOMERSATISFACTIONANDRELATIONSHIPSWANGANDHEAD10REPORTTHATMOSTRESEARCHONCONSUMERBEHAVIORADDRESSESTHEACQUISITIONSTAGE,WHILERESEARCHINTHERETENTIONSTAGEISSTILLINITSINFANCYTHISPAPERDEALSWITHTHISPAUCITYOFRESEARCH,ANDPRESENTSCASESTUDIESONTHESUCCESSANDFAILUREOFCUSTOMERRELATIONSHIPSANDBUSINESSPOTENTIALSALES,ANDMAINTAININGCUSTOMER3LOYALTYBECOMESTRATEGICALLYIMPORTANTTOBUSINESSSUCCESSTOIMPROVEANDEXPLOITCUSTOMERRELATIONSHIPS,BUSINESSINTELLIGENCEBITOOLSAREUSEDTOASSISTCRMSYSTEMSFOCUSONDECISIONSUPPORT,MARKETRESEARCH,TARGETMARKETING,INTELLIGENCETHEPAPERIDENTIFIESSTRATEGIESANDTHESUCCESSESANDFAILURESATFINGERHUTINC,THESECONDLARGESTCATALOGUEMAILORDERCOMPANYINTHEUSIN1999,ANDADDRESSESTHEFOLLOWINGQUESTIONS1WHATARETHEIMPACTSOFPRICEDISCRIMINATIONONCUSTOMERRELATIONSHIPS2WHATARETHEIMPACTSOFCRMAND/ORBISYSTEMSONCATALOGUEANDONLINERETAILINGBUSINESSES3WHATARETHEIMPACTSOFHIGHSWITCHINGCOSTSAND/ORLOCKINSTRATEGIESONCUSTOMERRELATIONSHIPS4WHATISASUCCESSFULOUTCOMEMODELFORCATALOGUEANDONLINEBUSINESSES6LESSONSLEARNED,INSIGHTS,ANDSUCCESSFACTORSASECOMMERCEEVOLVES,NEWVISIONSANDPARADIGMSEMERGEHOWDOCONVENTIONALMANAGEMENTSTRATEGIESANDPROCESSESCOMPAREWITHTHEEXPERIENCEGAINEDFROMTHESUCCESSESANDFAILURESATFINGERHUTANDHOWDOCONVENTIONALMANAGEMENTSTRATEGIESANDPROCESSESCOMPAREWITHTHEEXPERIENCEGAINEDFROMTHECRMSUCCESSESANDFAILURESATFINGERHUTTHELESSONSLEARNEDWERE1THEUSEOFBIANDCRMATFINGERHUTREDUCESTHETHREATSOFPRICEANDCOSTTRANSPARENCYANDDISINTERMEDIATIONEARLYECOMMERCEVISIONSPREDICTEDTHATPRICEANDCOSTTRANSPARENCYWOULDCAUSECUSTOMERSTOMOVETORETAILERSWHOOFFEREDLOWESTPRICES,ANDTHATDIRECTSALESWOULDELIMINATEINTERMEDIARIESWITHINNOVATIONINOLAPANDDM,FINGERHUTWASABLETOLOCKINCUSTOMERSINTHESUBPRIMEMARKET,PREDICTBUYERPATTERNS,ANDMAINTAINCUSTOMERSTRUSTANDLOYALTYDMALSOALLOWEDFINGERHUTTOFOCUSITSEFFORTSONNURTURINGBUYERBEHAVIORSTHISWASAWINWINSTRATEGYWHICHRESULTEDINCUSTOMERSATISFACTIONANDTRUSTWHILEBRINGINGMOREPROFITSTOFINGERHUT2HIGHSWITCHINGCOSTSDONOTHURTCUSTOMERSATISFACTIONBECAUSEFINGERHUTTAILOREDITSPRODUCTSANDCREDITSERVICESTOITSCUSTOMERS,CUSTOMERSATISFACTIONLEVELANDLOYALTYWASHIGHITWASONLYAFTERFEDERATEDEXTENDEDCREDITBEYONDCUSTOMERSABILITYTOPAYTHATCUSTOMERSBECAMEDISSATISFIEDASWEHAVESEENINTHECREDITMARKETRECENTLY,SUBPRIMEMORTGAGELENDERSWHOOFFERCREDITBEYONDCUSTOMERSABILITYTOPAYALSOSUFFERFAILURE3PRICEDISCRIMINATIONAMONGSALESCHANNELSHURTCUSTOMERRELATIONSHIPSWHENLOCKINANDHIGHSWITCHINGCO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