title: ÐÐ¾Ð²ÑÑÐµÐ½Ð¸Ðµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ CRM-ÑÐ¸ÑÑÐµÐ¼Ñ Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Alibaba Group
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Increasing the efficiency of the CRM system in Alibaba Group company
Creators: name: Ð¥Ð¾ Ð¨ÑÐ½
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð°Ñ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐ¸Ñ
CRM-ÑÐ¸ÑÑÐµÐ¼Ð°
Ð¿ÐµÑÑÐ¾Ð½Ð°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ
Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ðµ
Ð¿ÑÐ¾ÐµÐºÑÐ½ÑÐµ ÑÐ°Ð±Ð¾ÑÑ
ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ°Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ
e-commerce
CRM system
personalization
implementation
project work
economic efficiency

description: Ð¦ÐµÐ»Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â Ð¿Ð¾Ð¸ÑÐº, Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ CRM-ÑÐ¸ÑÑÐµÐ¼Ñ Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Alibaba Group. ÐÐ±ÑÐµÐºÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ - ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐ¸Ð¸ Alibaba Group. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â CRM-ÑÐ¸ÑÑÐµÐ¼Ñ Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Alibaba Group. ÐÐ»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð° Ð±Ð°Ð·Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Alibaba Group, ÐºÐ¾ÑÐ¾ÑÐ°Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐ¼ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð¼ ÑÐ¾Ð±ÑÐ°Ð½Ð½Ð¾Ð³Ð¾ ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð°. Ð ÑÐ°Ð¼ÐºÐ°Ñ ÑÐ°Ð±Ð¾ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ñ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ, Ð²ÐºÐ»ÑÑÐ°Ñ: ÑÐ±Ð¾Ñ, Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÑÐ¸ÑÑÐµÐ¼Ð°ÑÐ¸Ð·Ð°ÑÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ, ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑÐ¾Ð², Ð¼ÐµÑÐ¾Ð´Ñ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð². Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÑ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ: - Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¼ÐµÑÐ¾Ð´Ð¾Ð»Ð¾Ð³Ð¸Ñ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ CRM-ÑÐ¸ÑÑÐµÐ¼; - Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¼Ð¸Ð½Ð¸Ð¼Ð°Ð»ÑÐ½ÑÐµ ÑÑÐµÐ±Ð¾Ð²Ð°Ð½Ð¸Ñ Ðº Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ð¼Ñ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ CRM-ÑÐ¸ÑÑÐµÐ¼Ñ; - ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¿Ð¾Ð»Ð¾Ð¶Ð¸ÑÐµÐ»ÑÐ½ÑÐµ ÑÑÑÐµÐºÑÑ Ð¾Ñ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ CRM-ÑÐ¸ÑÑÐµÐ¼; - Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð° Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ÑÑÑ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ CRM-ÑÐ¸ÑÑÐµÐ¼Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸ÐµÐ¼ Ñ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÐ¼Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ alibaba; - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð°Ð» ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ð¹ CRM-ÑÐ¸ÑÑÐµÐ¼Ñ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ alibaba; - ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¿ÑÐ¾ÐµÐºÑÐ½ÑÐµ ÑÐ°Ð±Ð¾ÑÑ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÑÐµÐ±Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð¿ÑÐµÐ´ÑÑÐ²Ð»ÑÐµÐ¼ÑÐµ Ðº Ð½Ð¾Ð²Ð¾Ð¹ ÑÐ¸ÑÑÐµÐ¼Ðµ; - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑÐ¾Ð² Â«as-isÂ», ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÑÐµÐ±Ð¾Ð²Ð°Ð½Ð¸Ñ Ðº Ð¿ÑÐµÐ´Ð»Ð°Ð³Ð°ÐµÐ¼Ð¾Ð¹ CRM-ÑÐ¸ÑÑÐµÐ¼Ðµ, ÑÐ¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¿ÑÐ¾ÑÐµÑÑÑ Â«to-beÂ»; - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¿ÑÐ¾ÐµÐºÑÐ½ÑÑ ÑÐ°Ð±Ð¾Ñ Ð¿Ð¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¿ÑÐµÐ´Ð»Ð°Ð³Ð°ÐµÐ¼Ð¾Ð¹ CRM-ÑÐ¸ÑÑÐµÐ¼Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸ÐµÐ¼ Ñ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÐ¼Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Alibaba Group; - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÑÐµÐ½Ð¸Ñ. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð¿Ð¾Ð´ÑÐ²ÐµÑÐ¶Ð´Ð°ÑÑ ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²ÑÑ ÑÐµÐ»ÐµÑÐ¾Ð¾Ð±ÑÐ°Ð·Ð½Ð¾ÑÑÑ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð¹ CRM-ÑÐ¸ÑÑÐµÐ¼Ñ Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¾Ð½Ð½ÑÐµ Ð¸ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ðµ Ð¿ÑÐµÐ¸Ð¼ÑÑÐµÑÑÐ²Ð°, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¾Ð½Ð° Ð¿ÑÐ¸Ð½ÐµÑÐµÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² Ð±Ð»Ð¸Ð¶Ð°Ð¹ÑÐµÐ¹ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ðµ. ÐÑÐ¾Ð¼Ðµ ÑÐ¾Ð³Ð¾, Ð±ÑÐ»Ð° Ð´Ð¾ÐºÐ°Ð·Ð°Ð½Ð° Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ÑÑÑ Ð°Ð²ÑÐ¾Ð¼Ð°ÑÐ¸Ð·Ð°ÑÐ¸Ð¸ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑÐ¾Ð² Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ, Ð¾ÑÑÑÐµÑÑÐ²Ð»ÐµÐ½ Ð²ÑÐ±Ð¾Ñ Ð¿Ð¾Ð´ÑÐ¾Ð´ÑÑÐµÐ³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° CRM-ÑÐ¸ÑÑÐµÐ¼Ñ, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿Ð»Ð°Ð½ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð²ÑÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½ÑÑ ÑÑÐµÐ±Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð¸ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÐµÑÐµÐ½Ð¸Ñ.
description: The purpose of the study is to search, analyze and implement a new product to improve the efficiency of CRM-system in Alibaba Group. The object of the study is the e-commerce company Alibaba Group. The subject of the study is CRM-system in Alibaba Group. To perform the work, the database of Alibaba Group was used, which is the main source of the collected factual material. As part of the work, various methods were studied, including: collection, analysis and systematization of data, comparative analysis, modeling of business processes, methods for evaluating the effectiveness of projects. In the course of the work, the following results were achieved: - the methodology for evaluating the effectiveness of the implementation of CRM-systems was determined; - the minimum requirements for the mobile application of the CRM-system have been identified; - justified the need to develop an information CRM-system for managing interaction with buyers of Alibaba; - the functionality of an effective CRM-system for the Alibaba company was developed; - design work was formed and requirements for the new system were developed; - modeling and analysis of "as-is" business processes was carried out, requirements for the proposed CRM-system were formed, "to-be" processes were modeled; - planning of design work on the development of the proposed CRM-system for managing interaction with buyers of Alibaba Group was carried out; - an analysis of the effectiveness of the implementation of the new solution was carried out. The results of this work confirm the financial feasibility of introducing a new CRM-system and the organizational and economic benefits that it will bring to the company in the short term. In addition, the need to automate the business processes of the enterprise was proved, a suitable CRM-system product was selected, an implementation plan was developed based on the requirements developed, and the proposed solution was evaluated. To perform the work, the database of Alibaba Group was used, which is the main source of the collected factual material. As part of the work, various methods were studied, including: collection, analysis and systematization of data, comparative analysis, modeling of business processes, methods for evaluating the effectiveness of projects. In addition, the need to automate the business processes of the enterprise was proved, a suitable CRM-system product was selected, an implementation plan was developed based on the requirements developed, and the proposed solution was evaluated.