制造企业的CRM系统构建研究与实证分析

【作者】 王晔；

【导师】 韩玉启；

【作者基本信息】 南京理工大学 ， 管理科学与工程， 2003， 硕士

【摘要】 当前，随着市场经济的发展和新技术的广泛应用，企业面临着巨大的挑战和机遇。信息化推动工业化的思想正被越来越多的企业所接受，各类企业对于信息化的要求也越来越迫切。 客户关系管理是上世纪九十年代发展成熟的一种管理思想，它以关系营销为基础，强调“以客户为中心”，并通过信息技术和网络技术，实现对客户全方位管理。 本文结合徐工集团营销公司CRM项目，对CRM的基本理论、应用及相关技术进行了研究和探讨，提出了适合国内制造企业的CRM系统的框架模型、系统组成及实现方案；另外还设计和实现了其中的售后服务的原型系统，该系统围绕徐工集团营销公司售后服务部、各销售大区、销售办事处、经销商、特约维修站等各部门的业务，对于三包服务、包外服务、主动服务、退换服务等各类业务流程提供了相关的信息平台，在实际使用过程中大大提高了企业工作效率和工作质量。更多还原

【Abstract】 Under the present circumstance of the fast development of market economy and the wide application of new technology, enterprises in China are faced with both challenges and opportunities. More and more enterprises are ready to accept the idea that computerization promotes industrialization, and therefore they call more and more eagerly for computerization.Customer relationship management (CRM) is a management philosophy that was well developed in the 1990s. It is based on relational marketing, emphasizes "customer-oriented" idea, and aims at the overall management of customers with the help of information and network technology.This thesis explores the basic theories of CRM and their application, and related technology based on the CRM project of the Marketing Division of Xu Gong Group. It describes the architecture, components, and implementing scheme of a CRM system that is suitable for manufacturers in China. It focuses on the design and implementation of the after-sale service sub-system in this CRM system. This after-sale service system centers on the business processes of the after-sale service department of the Marketing Division, all distributors, retailers, and maintenance servers of Xu Gong Group, and provides a related information platform for the business processes of the after-sale service, and in it’s practical application it can greatly improve the work efficiency and quality of the enterprise.更多还原