供应链一体化环境下的CRM管理

CRM in Integrated Supply Chain

由于外部环境和自身资源的限制 ,单个企业在进行CRM时往往在信息和信任方面出现问题而使CRM不能达到预期目标 .供应链一体化的CRM是在SCM基础上进行的 ,SCM为CRM提供系统集成的基础 .供应链一体化的CRM保证CRM的信息质量和信息沟通 ;鼓励供应链上各结点企业集中各自优势为顾客服务 ;满足顾客需求 ;增加顾客价值 ;获得顾客信任 ;达到顾客。

When a company carries out CRM, the information and credit make CRM fail because of the conditions and resources limits. CRM in integrated supply chain is based on SCM, which provides integrated systems for CRM. CRM in integrated supply chain insures information quality and communication of CRM, encourages every company in SCM to concentrate their own advantages on customer service to satisfy the demand of customers, increase the value of customers, and gain confidence from customers. Every company in SCM attains the largest value of customers, companies and shareholders.