【摘要】：在中國經(jīng)濟(jì)以及信息化快速發(fā)展的的背景下，制造企業(yè)開始使用CRM客戶關(guān)系管理系統(tǒng)對企業(yè)銷售進(jìn)行管理，系統(tǒng)使企業(yè)銷售得到了很大的提升，但在很多企業(yè)重組的情況信息系統(tǒng)不能很好的支持這些企業(yè)變化，，本文首先闡述CRM客戶關(guān)系管理系統(tǒng)的概念，完善確定系統(tǒng)的整體功能，研究如何從這些信息中提取各企業(yè)共用的數(shù)據(jù)，達(dá)到系統(tǒng)的通用性以及靈活性.只有達(dá)到了系統(tǒng)的通用性以及靈活性的兼容才可使系統(tǒng)更大范圍的應(yīng)用,比如制造企業(yè)的ORACLE ERP和SAP等系統(tǒng)，都是在經(jīng)歷工業(yè)革命變革并日益完善后才更加成熟。 本文以國內(nèi)集團(tuán)總公司并有各小經(jīng)營企業(yè)單位為例，按照CRM理念來實(shí)施商業(yè)策略，管理集團(tuán)下各小經(jīng)營企業(yè)單位，根據(jù)實(shí)際情況靈活制定自己的發(fā)展策略，客觀上快速促進(jìn)了各企業(yè)單位的成長。但隨著生產(chǎn)規(guī)模的擴(kuò)大、銷售金額和數(shù)量的上升，這種模式暴露出一些弊端，即不能向客戶展示統(tǒng)一的品牌形象，不能復(fù)用客戶和終端資源，不能對市場、分銷、渠道和終端建立統(tǒng)一的標(biāo)準(zhǔn)，不能為總集團(tuán)管理層提供統(tǒng)一的資源規(guī)劃和實(shí)時(shí)的決策支持。有鑒于此，本文提出集團(tuán)建立制造企業(yè)多組織的CRM管理系統(tǒng)的研究。 CRM系統(tǒng)框架首先研究提取公共數(shù)據(jù)部分，比如流程、帳號、客戶等功用信息,再具體到業(yè)務(wù)功能層面，以達(dá)到多企業(yè)使用公共數(shù)據(jù)，但業(yè)務(wù)又特殊化的多組織框架。 了解需求制定功能模塊后，再研究目前企業(yè)應(yīng)用集層的方式，如中間件技術(shù)，三層架構(gòu)技術(shù)等，并介紹近年來IT業(yè)推崇的WebService技術(shù)，這種技術(shù)主要是為解決與其它系統(tǒng)集成接口，并擴(kuò)展到整個(gè)廣域網(wǎng)上,實(shí)現(xiàn)各系統(tǒng)信息共享，數(shù)據(jù)交換。 在信息化建設(shè)中，不能只注意系統(tǒng)內(nèi)部信息建設(shè)，所以CRM銷售系統(tǒng)始終無法脫離與ERP系統(tǒng)的對接，了解ERP接口的實(shí)現(xiàn)的方式，ERP也是多組織架構(gòu)，研究如何將CRM與ERP集成一體化，本文以O(shè)RACLE ERP為研究對象，探討集成的實(shí)現(xiàn)。 最后本文以某流程制造企業(yè)為研究案例，剖析多組織框架使用給企業(yè)帶來的好處，以及以后的發(fā)展方向，對制造企業(yè)的營銷策略、銷售模式及方針都具有一定的指導(dǎo)作用，給企業(yè)產(chǎn)生一定的經(jīng)濟(jì)價(jià)值,對企業(yè)的發(fā)展具有一定的借鑒意義。
[Abstract]:Under the background of the rapid development of Chinese economy and information technology, manufacturing enterprises began to use CRM customer relationship management system to manage the sales of enterprises, and the system has greatly promoted the sales of enterprises. However, in many cases of enterprise reorganization information system can not support these enterprise changes. This paper first describes the concept of CRM customer relationship management system, improve the overall function of the system, This paper studies how to extract the common data from these information to achieve the universality and flexibility of the system. Only when the universal and flexible compatibility of the system is achieved, can the system be applied more widely, such as the ORACLE ERP and SAP systems of manufacturing enterprises, both of which are more mature after the industrial revolution has changed and become more and more perfect. This article takes the domestic group head office and has each small business enterprise unit as an example, according to the CRM idea to carry out the commercial strategy, manages each small business enterprise unit under the group, according to the actual situation nimbly formulates own development strategy, Objectively and quickly promoted the growth of various business units. However, with the expansion of production scale and the increase of sales amount and quantity, this model exposes some disadvantages, that is, it can not show customers a unified brand image, can not reuse customer and terminal resources, and cannot distribute to the market. The establishment of uniform standards for channels and terminals does not provide unified resource planning and real-time decision support for general group management. In view of this, this paper puts forward the research of CRM management system for manufacturing enterprises. The CRM system framework first studies the extraction of common data, such as process, account, customer and other functional information. Then it is specific to the level of business function to achieve a multi-organization framework in which many enterprises use common data, but the business is specialized. After understanding the functional module of requirement development, we will study the current enterprise application layer methods, such as middleware technology, three-tier architecture technology, and introduce the WebService technology, which is advocated by the IT industry in recent years, which is mainly designed to solve the integration interface with other systems. It is extended to the whole WAN to realize information sharing and data exchange. In the information construction, we can not only pay attention to the internal information construction of the system, so the CRM sales system can never be separated from the docking with the ERP system. It is also a multi-organization structure to understand the realization of the ERP interface. This paper studies how to integrate CRM and ERP. In this paper, ORACLE ERP is taken as the research object, and the realization of integration is discussed. Finally, this paper takes a process manufacturing enterprise as a case study, analyzes the benefits brought by the use of multi-organizational framework to the enterprise, and the future development direction, which has a certain guiding role to the marketing strategy, sales model and policy of the manufacturing enterprise. To produce certain economic value to the enterprise, has the certain reference significance to the enterprise's development.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：TP311.52;F270.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 孫衛(wèi);建立多管道的客戶關(guān)系管理[J];重慶工學(xué)院學(xué)報(bào);2001年05期

2 徐振明,顧明;客戶資源管理(CRM)系統(tǒng)理論模型的設(shè)計(jì)與實(shí)現(xiàn)[J];計(jì)算機(jī)工程與應(yīng)用;2002年11期

3 孫晉文,肖建國;企業(yè)應(yīng)用集成與基于web services的構(gòu)架應(yīng)用[J];計(jì)算機(jī)工程與應(yīng)用;2003年21期

4 徐建琳;陸一穎;吳毅堅(jiān);趙文耘;;基于Web服務(wù)的客戶關(guān)系管理系統(tǒng)[J];計(jì)算機(jī)工程;2009年19期

5 何偉;劉英姿;;基于web集成的客戶關(guān)系管理系統(tǒng)研究[J];科技管理研究;2007年08期

6 柴艷秋 ,李亞坤;商業(yè)銀行CRM解決方案[J];中國金融電腦;2002年11期

7 王永貴,董大海;客戶關(guān)系管理的研究現(xiàn)狀、不足和未來展望[J];中國流通經(jīng)濟(jì);2004年06期

本文編號：2215937