基于CRM的奥的斯电梯销售支持流程改进

发布时间：2019-01-23 18:57

【摘要】：随着经济发展以及企业间竞争的加剧，企业的发展思路也在不断发生着变化。传统的以制造为本、推动式生产模式，会造成库存的增加和资金的消耗与浪费，而与推动式生产相对应的拉动式生产恰恰能解决这些问题，这就需要企业在需要的时间生产客户需要的产品。因此了解客户的真实需求就成为企业发展的核心和关键，“以客户为中心”的理念在电梯制造业中发挥出日益重要的作用。本文介绍了客户关系管理理论（CRM）及相关知识，指出客户关系管理理念对于企业增强核心竞争力以及对企业业务流程再造的影响。现阶段，大型电梯制造企业均已实行了ERP系统，， ERP关注的重点在于理顺企业内部的流程，改善并提高生产方面的精准度。而CRM系统则用来更好的帮助企业寻找到所面对的真正客户，使得企业能够对客户的各种需求进行有效的整合与分类，提供适合于客户需求的有竞争力的产品。同时将项目信息实现从前端销售、销售支持、绘制图纸、到最终生产系统的全部信息的自动化传递，最大限度的降低人为因素干扰。帮助企业在完成内部客户满意度的前提下实现外部客户满意度。本文以奥的斯电梯（中国）有限公司为例，从电梯这种特种机电设备产品的特殊需求角度出发，通过对公司旧有销售支持模式的分析，指出其已经无法满足日益增长的订单及多样化的客户需求，也无法满足产品研发部门对于实时变化的客户需求的真正掌握，影响了产品在市场上的竞争力。本文从CRM融合各种销售支持工具的角度出发，通过与旧有流程的对比，对CRM系统上线过程中与各种销售支持模型的整合进行了研究，最终实现了从传统手工处理方式向系统化、自动化处理方式的转变。最后，随着CRM系统在奥的斯电梯（中国）有限公司的不断完善，总结了系统构建过程中碰到的经验和教训，并对今后新上线的功能进行了展望。
[Abstract]:With the development of economy and the aggravation of competition among enterprises, the development of enterprises is changing constantly. The traditional manufacturing-oriented, propulsive production model will lead to the increase of inventory and the consumption and waste of funds, and the pull production corresponding to the propulsive production can solve these problems. This requires an enterprise to produce products that customers need in the time it takes. Therefore, understanding the real needs of customers becomes the core and key of enterprise development, and the concept of "customer-centered" plays an increasingly important role in the elevator manufacturing industry. This paper introduces the theory of customer relationship management (CRM) and its related knowledge, and points out that the concept of customer relationship management (CRM) has great influence on enterprises' core competitiveness and business process reengineering (BPR). At present, ERP system has been implemented in large elevator manufacturing enterprises. The focus of ERP is to straighten out the internal process and improve the precision of production. The CRM system is used to help enterprises find out the real customers, so that the enterprises can effectively integrate and classify the customers' needs, and provide competitive products that are suitable for the customers' needs. At the same time, the project information from front end sales, sales support, drawing drawings, to the final production system of all information automatic transfer, minimize human interference. Help enterprises to achieve external customer satisfaction on the premise of internal customer satisfaction. Taking Otis Elevator (China) Co., Ltd as an example, this paper analyzes the old sales support model of Otis Elevator (China) Co., Ltd., from the point of view of the special demand of elevator, a special mechanical and electrical equipment product. It is pointed out that it has been unable to meet the increasing orders and diversified customer needs, nor can it meet the real grasp of the real time changing customer needs of the product R & D department, which has affected the competitiveness of the products in the market. From the point of view of integrating various sales support tools with CRM, by comparing with the old process, this paper studies the integration of various sales support models in the online process of the CRM system, and finally realizes the systematization from the traditional manual processing method to the systematization. A shift in automated processing. Finally, with the continuous improvement of CRM system in Otis Elevator (China) Co., Ltd., the experiences and lessons encountered in the process of system construction are summarized, and the function of the new line in the future is prospected.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274

【参考文献】