For companies to gain competitive advantage, an effective customer relationship management (CRM) approach is necessary. Based on customer purchase behaviour and ordering patterns, companies can be classified into different categories in terms of providing customised sales and promotions for customers. However, companies that lack an effective CRM strategy can only offer the same sales and marketing strategies to all customers. Furthermore, the traditional approach to managing customers is control via a centralised method, in which the information regarding customer segmentation is not shared among the customer network. Consequently, valuable customers may be neglected, resulting in the loss of customer loyalty and sales orders, and the weakening of trust in the customer–company relationship. This paper designs an integrated data analytic model (IDAM) in a peer-to-peer cloud, integrating RFM-based k-means clustering algorithm, analytical hierarchy processing and fuzzy logic to divide customers into different segments and hence formulate a customised sales strategy. A pilot study of IDAM is conducted in a trading company specialised in providing advanced manufacturing technology to demonstrate how IDAM can be applied to formulate an effective sales strategy to attract customers. Overall, this study explores the effective deployment of CRM into the peer-to-peer cloud so as to facilitate sales strategy formulation and trust between customers and companies in the network.

为了使公司获得竞争优势，必须采用有效的客户关系管理（CRM）方法。根据客户的购买行为和订购方式，可以根据为客户提供定制的销售和促销将公司分为不同的类别。但是，缺乏有效的CRM策略的公司只能向所有客户提供相同的销售和营销策略。此外，管理客户的传统方法是通过集中式方法进行控制，在该方法中，关于客户细分的信息不会在客户网络之间共享。因此，有价值的客户可能会被忽略，从而导致客户忠诚度和销售订单的损失，以及对客户与公司关系的信任度下降。本文设计了对等云中的集成数据分析模型（IDAM），集成了基于RFM的k均值聚类算法，分析层次处理和模糊逻辑，以将客户划分为不同的细分市场，从而制定了定制的销售策略。在一家专门提供先进制造技术的贸易公司中进行了IDAM的试点研究，以演示如何将IDAM应用于制定有效的销售策略以吸引客户。总体而言，本研究探索了CRM在对等云中的有效部署，以促进销售策略制定以及网络中客户与公司之间的信任。分析层次处理和模糊逻辑将客户划分为不同的细分市场，从而制定定制的销售策略。在一家专门提供先进制造技术的贸易公司中进行了IDAM的试点研究，以演示如何将IDAM应用于制定有效的销售策略以吸引客户。总体而言，本研究探索了CRM在对等云中的有效部署，以促进销售策略制定和网络中客户与公司之间的信任。分析层次处理和模糊逻辑将客户划分为不同的细分市场，从而制定定制的销售策略。在一家专门提供先进制造技术的贸易公司中进行了IDAM的试点研究，以演示如何将IDAM应用于制定有效的销售策略以吸引客户。总体而言，本研究探索了CRM在对等云中的有效部署，以促进销售策略制定以及网络中客户与公司之间的信任。