基于CRM的MT公司业务流程再造研究

发布时间：2018-11-17 10:40

【摘要】：随着全球经济和市场一体化深入,企业将面对越来越激烈的全球化竞争。只有尽快从发展战略、管治结构、业务流程、乃至企业文化等方面做出积极调整,企业才能在日趋复杂和日益激烈的全球化市场竞争中立于不败之地。本论文以MT公司CRM系统实施为背景,研究实施过程中的业务流程再造。通过对公司全球营销业务流程进行整合,MT公司最终实现了全球化的战略调整。MT公司旗下在全球拥有40多家分公司,上千家经销商和高达上百万客户。原有的营销业务流程已经成为企业发展的束缚,各个分子公司面向自身的客户自行其是,更谈不上有统一、规范的业务流程。论文在对MT公司全球销售业务调查研究的基础上,针对这些主要的业务流程,主要包括市场营销业务流程、销售业务流程、服务业务流程等,进行了详细描述和分析,并指出目前存在的问题。MT公司全球化战略的一个重要目标就是整合全球市场的基础上,对现有的营销业务流程进行重新设计或整合,并借助MT公司SAP-CRM系统的实施,推行和建立全球一体化的营销业务平台和流程。依据MT公司全球化战略的要求,提出了MT公司营销业务流程整合的目标和原则,构建了基于SAP-CRM平台的MT营销业务流程再造的整体框架,完成了营销业务流程、销售业务流程、服务业务流程和变革管理流程的重新设计。借助SAP-CRM的建设和流程再造的实施,MT公司实现了全球营销业务流程的一体化和规范化,包括统一数据、统一流程、统一绩效评价。通过实施和实践,MT公司的营销业务绩效和客户满意度得到显著提升。
[Abstract]:With the deepening of global economy and market integration, enterprises will face more and more fierce global competition. Only by adjusting the development strategy, governance structure, business process and even corporate culture as soon as possible, can the enterprise be in an invincible position in the increasingly complex and fierce global market competition. Based on the implementation of CRM system of MT Company, this paper studies the process of business process reengineering (BPR). By integrating its global marketing business processes, MT has finally achieved a global strategic shift. MT has more than 40 subsidiaries, thousands of dealers and millions of customers worldwide. The original marketing business process has become the shackles of enterprise development, each sub-subsidiary faces its own customers, not to mention a unified, standardized business process. Based on the research of MT's global sales business, this paper describes and analyzes these main business processes in detail, including marketing business process, sales business process, service business process, etc. It also points out the existing problems. One of the important goals of MT's globalization strategy is to redesign or integrate the existing marketing business processes on the basis of integrating the global market, and implement the SAP-CRM system with the help of MT Company. Promote and establish a global integrated marketing business platform and process. According to the requirement of MT company's globalization strategy, this paper puts forward the goal and principle of MT company's marketing business process integration, constructs the whole frame of MT marketing business process reengineering based on SAP-CRM platform, and completes the marketing business process. Redesign sales business process, service business process and change management process. With the help of the construction of SAP-CRM and the implementation of process reengineering, MT has realized the integration and standardization of global marketing business process, including unified data, unified process and unified performance evaluation. Through implementation and practice, MT's marketing performance and customer satisfaction are significantly improved.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.4;F273

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