面向供应链的CRMII研究

A Study on CRMII Orienting Supply Chain

客户关系管理系统(CRM)是提高企业核心竞争力的有力武器,但现有客户关系管理产品存在服务对象简单、功能模块单一以及系统协同能力差等缺陷。针对上述问题,从供应链的视角重新认识CRM的管理思想,提出了CRMII,并在此基础上构建了CRMII的体系结构,设计了系统的相关扩展功能模块。从而有效整合了企业与外界交互的信息平台,为增强CRM的适应性、改善CRM系统的性能和开发新一代CRM产品开辟了新的途径。

Customer Relationship Management System （CRM） is powerful for improving the enterprise＇s kernel competition capability. But there are some shortcomings of the existing CRM product. For example, customer service and function is one fold, and the system doesn＇t concert with other relationship management system, etc. Therefore, management thought of CRM was recognized from the angle of supply chain, and the new CRMⅡ thought was put forward. On this basis, system framework of CRMⅡ was found and correlative function modules were designed in order to combine information platform between enterprises and external world. Thus a new approach is provided to enhance the product adaptability, improve existing CRM system and develop more excellent performance new product.