汽车部件企业CRM系统的规划与实施探讨

发布时间：2017-12-31 21:14

本文关键词：汽车部件企业CRM系统的规划与实施探讨　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：汽车正在从单纯的运载工具逐步演变为新的社会生态圈中的一种终端,这种终端对车内意味着智能操控；对车外则是汽车使用者与移动应用,包括各类汽车服务之间的接口。汽车配套的内涵也将随着汽车应用技术的演进而改变,无形的但是可交付的服务将愈加智能,并通过移动互联网冲击原有的汽车服务,也挑战传统的汽车配套。同时,长期以来以整车厂为主导的汽车产业配套在传统的产品线上坚实紧密,在新车市场构成了很高的行业进入门槛。在这样一个行业生存环境和行业发展阶段中,以民营企业为主体的中小型汽车部件制造企业面临着发展战略的选择、管理方式的提升和核心能力的建设三大挑战。本文研究的主要问题属于管理方式的范畴,即如何在信息管理基础薄弱的前提下实施客户管理系统(CRM),涉及到现状分析、基础工具的导入、目标的建立、实施内容的细化、和实施中的控制与管理。本文的理论依据是过程管理的基本框架和流程与组织变革的原则。通过定性分析找出样本企业在CRM系统规划和实施中所缺乏的要素,提出了具体的实施路径。本文的意义在于具体化和可操作性,比如对CRM的核心模块销售管理提出了比较详尽的实施内容。本文的主要研究内容包括,第一,一般汽车部件制造企业的运营瓶颈,客户关系管理的现状,实施CRM项目所需的基础工具,即协同工作平台。该部分重点之一通过一个销售部提出的常见问题,揭示流程建设和内部协同能力的重要性。该部分重点之二是对本文样本企业现有的客户资源管理系统的归纳,通过实际操作此系统和查阅系统开发者提交的最新功能报告,找出其实际应用和缺乏的功能。重点之三是通过归纳对比和实际操作,对协同平台的选择和使用做了比较详尽的说明。结论是,当前的运营瓶颈是缺乏协同机制和手段；目前现有的客户资源管理系统基本限于数据的静态存储,不能搭载工作流,产生和推送各类提示,其后台整合数据的功能很弱,也不具备以后和ERP进行数据交互的基本条件。协同工作平台将作为提高企业内部协同性的长期手段,并在CRM实施中作为项目管理工具之一。第二,CRM的目的、规划、流程与组织变革。对战略要素的研究方法来自于动态竞争理论,项目规划和流程与组织变革的讨论是依据变革管理中的过程管理框架,和信息管理方法中的流程与组织变革思想。结论是,实施CRM系统的战略目的是使企业获取两种能力：一是建立销售团队在多任务中的高效协作能力和自我管控能力；二是建立企业在多类型市场中的快速反应能力和有效分析能力。要根据业务流程中存在的问题来重组组织和选择合适的CRM技术,而不是调整流程来适应组织或技术的要求。本文对基于质量管理体系下的流程架构进行了阐述并重新构建了框架体系。第三,实施CRM的具体目标,根据企业需求,结合对主流CRM供应商所发布系统的横向比较,确定实施内容和系统选择。结论是应选择软件即服务(SaaS)交付方式的CRM系统,要注重软件的可扩展性和各类视图的可自定义性,以及在移动终端上的适用性。研究内容之四是CRM实施的关键节点、系统配置、计划与沟通与风险控制。这部分是参照以往实施ERP系统的过程总结。总之,通过分析移动终端和移动互联网崛起对汽车工业的影响,和这种影响使得汽车整车厂对配套行业产生的新需求,和对企业目标,运营瓶颈的研究,结合对既有信息化工具和可能适用的信息化工具阐述,本文围绕CRM实施提出了一个可操作的路径。对重点实施内容和项目管理做了比较充分的阐述。其中的项目管理方法,同样适用于企业进行其他管理信息系统的建设。由于缺乏技术上的第一手资料,本文未涉及采用在线CRM解决方案的前提下如何建立大客户门户的问题,但是为重点客户定制其专用门户,使其从单一入口就能够在预定的开放范围内掌握可供产品的资料和订单实时状态,不仅在技术上已经可行,而且也是十分必要的。
[Abstract]:The car is from the vehicle only gradually evolved into a social ecological circle in the new terminal, the terminal means of intelligent control of the car; to the outside of the vehicle is the car users and mobile applications, including all kinds of automobile service interface. The connotation of auto accessories will also be with the evolution of automobile application technology change however, the invisible delivery service will be more intelligent, and by the impact of the original car service of mobile Internet, also challenge the traditional automotive facilities. At the same time, a long time to OEM oriented automobile industry in supporting the traditional solid product line closely, in the new car market constitutes a very high barriers to entry in this. An industry environment and stage of development of the industry, private enterprise as the main body of small and medium sized auto parts manufacturing enterprises are faced with the choice of development strategy, management and promotion The construction of the core competence of the three challenges. The main problem of this study belongs to the management category, namely how to implement customer management system based on the basis of information management under weak (CRM), related to the analysis of the status quo, importing the basic tools, establish goals, refine the implementation content, control and management and implementation. The paper is based on the basic framework and process and organizational change process management principle. Through the qualitative analysis to find out the factors of sample enterprises are lacking in the planning and implementation of CRM system, put forward the specific implementation path. The significance of this article is specific and operable, such as the core module of sales management of CRM is put forward the implementation of a more detailed content. The main contents of this paper include, first, the general operation bottleneck of auto parts manufacturing enterprises, the status of customer relationship management, the foundation required for the implementation of CRM project The tool, namely the collaborative work platform. One of the key part of the common problems of a sales department in the process of revealing the importance construction and internal coordination capacity. The focus of the two part of this paper is to sample the existing enterprise customer resource management system are summarized for this system through the actual operation and inspection system developers to submit the latest the function of report, find the practical application and the lack of the function. Key three is by induction comparison and actual operation, the selection and use of collaborative platform to do a more detailed explanation. The conclusion is that the current operation bottleneck is the lack of coordination mechanism and means; the customer resource management system of the existing basic static data storage cannot carry, workflow, and push all kinds of tips, the backstage data integration function is weak, does not have the basic conditions and ERP Data Exchange Association. The same platform will increase as the means of long-term collaboration within the enterprise, and as one of the project management tools in the implementation of CRM. Second, CRM, planning, process and organization change. Research methods of strategic elements from the dynamic competition theory, discuss the project planning and process and organizational change is based on the framework of process management change management, thought process and organizational change and information management methods. The conclusion is that the strategic objective of the implementation of the CRM system is to enable enterprises to gain two abilities: one is the highly efficient establishment of a sales team in a multi task work ability and self control ability; the two is to establish rapid response capability in multi type market and the effective analysis ability. According to the existing problems in business process to restructure the organization and selection of appropriate technology CRM, rather than the adjustment process to meet the technical requirements of the organization or. The quality management system of the process architecture is described based on and re established a framework. Third specific objectives, the implementation of CRM, according to the needs of the enterprise, combined with the horizontal comparison of the mainstream CRM publishing system supplier, determine the content and implementation of system. The conclusion is should choose the software as a service (SaaS) delivery system CRM the way, should pay attention to the scalability of the software and all kinds of views can be customized, and the applicability in the mobile terminal. The research content of four key nodes, the implementation of CRM system planning and configuration, communication and risk control. This part is the reference to past implementation of the ERP system are summarized. In short, through analysis of the mobile terminal and the mobile Internet impact on the rise of the automobile industry, new requirements and the influence that the automobile factory of supporting industry, and the research on the business goals, operational bottlenecks, combination of Both information tools and information tools may be used paper, this paper focuses on the CRM implementation of an operational path. To focus on the implementation of the project management content and made a full exposition. Project management method, is also applicable for other construction management information system in the enterprise. Due to the lack of technology on the first hand, the problem of how to establish the customer portal the premise of this article does not cover the online CRM solutions, but focus on the special customized portal, from which a single entrance will be able to master data and order real-time status of the products available at the scheduled opening range, not only technically feasible, but also it is necessary.

【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F407.471;F274

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