多组织的企业级CRM系统设计与实现

发布时间：2018-08-31 19:26

【摘要】：在中国经济以及信息化快速发展的的背景下，制造企业开始使用CRM客户关系管理系统对企业销售进行管理，系统使企业销售得到了很大的提升，但在很多企业重组的情况信息系统不能很好的支持这些企业变化，，本文首先阐述CRM客户关系管理系统的概念，完善确定系统的整体功能，研究如何从这些信息中提取各企业共用的数据，达到系统的通用性以及灵活性.只有达到了系统的通用性以及灵活性的兼容才可使系统更大范围的应用,比如制造企业的ORACLE ERP和SAP等系统，都是在经历工业革命变革并日益完善后才更加成熟。本文以国内集团总公司并有各小经营企业单位为例，按照CRM理念来实施商业策略，管理集团下各小经营企业单位，根据实际情况灵活制定自己的发展策略，客观上快速促进了各企业单位的成长。但随着生产规模的扩大、销售金额和数量的上升，这种模式暴露出一些弊端，即不能向客户展示统一的品牌形象，不能复用客户和终端资源，不能对市场、分销、渠道和终端建立统一的标准，不能为总集团管理层提供统一的资源规划和实时的决策支持。有鉴于此，本文提出集团建立制造企业多组织的CRM管理系统的研究。 CRM系统框架首先研究提取公共数据部分，比如流程、帐号、客户等功用信息,再具体到业务功能层面，以达到多企业使用公共数据，但业务又特殊化的多组织框架。了解需求制定功能模块后，再研究目前企业应用集层的方式，如中间件技术，三层架构技术等，并介绍近年来IT业推崇的WebService技术，这种技术主要是为解决与其它系统集成接口，并扩展到整个广域网上,实现各系统信息共享，数据交换。在信息化建设中，不能只注意系统内部信息建设，所以CRM销售系统始终无法脱离与ERP系统的对接，了解ERP接口的实现的方式，ERP也是多组织架构，研究如何将CRM与ERP集成一体化，本文以ORACLE ERP为研究对象，探讨集成的实现。最后本文以某流程制造企业为研究案例，剖析多组织框架使用给企业带来的好处，以及以后的发展方向，对制造企业的营销策略、销售模式及方针都具有一定的指导作用，给企业产生一定的经济价值,对企业的发展具有一定的借鉴意义。
[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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52;F270.7

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