SAP公司客户关系管理系统实施方法研究

发布时间：2018-04-07 18:05

本文选题：客户关系管理　切入点：客户关系价值　出处：《大连理工大学》2013年硕士论文

【摘要】：企业的产品和服务需要通过客户的购买和消费,才能转化为企业的收益。现今企业竞争的重点正逐渐从“以产品为导向”发展为“以客户为导向”,及时满足客户需求的方式转变。SAP公司在实施CRM系统的过程中,时常出现由于SAP客户企业管理理念落后、管理方法有限、需求变化较快、时间期限短等原因而导致系统低效、甚至是失败的实施。本文基于客户关系管理的理论、客户关系生命周期以及客户关系价值理论,总结分析SAP公司为客户企业实施CRM过程的关键问题,提出适合SAP CRM系统实施的灵活定制实施方法。SAP公司为客户企业实施CRM系统的过程中,始终以客户以及客户的客户需求为中心,建设企业客户管理的价值链,为不同的客户、不同生命周期阶段的客户提供针对性的产品服务以最大限度的满足客户需求。本文主要工作包括如下： (1)文章对SAP公司为客户企业实施CRM过程中的关键问题进行分析。例如,在实施过程中出现的关键问题主要源自于客户企业的业务需求不够清晰、非结构化的业务流程、对客户对其用户和CRM系统定位和重要性认识不足、客户关系管理的理念较落后以及混乱的客户数据库、不够完善的系统整合、已有客户管理系统功能过于简单等。 (2)基于客户关系生命周期理论、客户关系价值理论,针对SAP公司为客户企业实施CRM系统中的问题,在传统实施方法的基础上,即SAP CRM过程方法以及Accelerated SAP (ASAP) CRM实施方法,提出了以客户以及客户的客户需求为基础,最大限度的满足不同客户关系生命周期阶段、不同类型客户的需求,帮助企业实现完整的客户价值链管理,建设以客户需求为主导的企业客户管理模式的灵活定制实施方法。 (3)SAP公司根据国内客户需求的实际情况,设计的灵活定制的实施方法,在实施过程前期以及实施过程中,始终以先进的客户关系管理理念,与企业和企业客户进行沟通,保证系统的有效性和前瞻性,保证系统实施的成功率。为满足企业的不同需求,常规功能采用快速复用开发,定制功能集中人力物力进行详细过程设计开发。在项目实施过程中,采取多种措施,保持企业员工培训和风险成本控制,保证项目顺利完成。本文针对SAP公司为客户企业实施CRM过程中的关键问题,进行分析研究,提出针对性的解决方法,能够有效地改善SAP公司为客户企业实施CRM中遇到的问题,提高系统实施的成功率和效率。
[Abstract]:The company's products and services to customers through the purchase and consumption, can be transformed into profit. Enterprise competition is now gradually from "product oriented" to "customer oriented", to meet customer demand for the transformation of the mode of.SAP company in the process of implementing CRM systems, often due to SAP enterprise customer management concepts backward, management method is limited, demand changes rapidly, such as short time period leads to inefficient system, or even failure.
In this paper, the theory of customer relationship management based on the theory of customer relationship life cycle and customer relationship value, and summarize the key problems of implementation of the CRM process for enterprise customers of SAP company, put forward flexible customization for SAP CRM system implementation method of.SAP Corporation CRM system implementation process, has always been to customer demand and customer as the center, the customer value chain management of construction enterprises, for different customers, different stages of the life cycle of customers to provide targeted products and services to satisfy customer needs. The main works are as follows:
(1) the key problems of SAP Corporation in CRM implementation process analysis. For example, the key problems in the implementation process mainly from the enterprise customer business needs is not clear, non structured business process, to the customer to a lack of understanding of its users and CRM positioning system, and the importance of customer relationship management the idea is backward and the confusion of the customer database, system integration is not perfect, the customer management system function is too simple.
(2) customer relationship based on the life cycle theory, the theory of customer relationship value, according to SAP company's CRM system implementation problems in the enterprise customers, based on the traditional method, namely SAP CRM and Accelerated SAP process (ASAP) CRM implementation method, put forward to customer needs and customer base, the largest meet the needs of different customer relationship life cycle stages, different types of customer needs, help the enterprise to realize customer value chain management complete, flexible customization implementation method of construction of enterprise customer management mode of customer demand driven.
(3) SAP, according to the actual situation of the domestic demand, the implementation method of flexible customization design, in the implementation process and the implementation of pre process, has always been to advanced the concept of customer relationship management, communicate with enterprises and customers, to ensure the validity of the system, the system implementation success rate. To meet the different needs of enterprises, using conventional function development reuse and customization concentrating manpower detail design and development. In the process of project implementation, and take various measures to maintain employee training and the cost of risk control, to ensure the successful completion of the project.
This paper analyzes and studies the key problems of SAP company in implementing CRM process for customers, and proposes targeted solutions. It can effectively improve the problems encountered by SAP company in implementing CRM for customers, and improve the success rate and efficiency of system implementation.

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

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