CRM和DRP系统的集成分析

Integration analysis of CRM and DRP system

随着CRM理念的不断深入,很多企业开始实施CRM系统,以期通过业务流程的重组和CRM系统的实施全面提升企业营销、销售以及客户服务自动化水平。但是由于在系统选型时,很多企业对CRM系统功能产生误解,提出通过CRM系统达到对库存、销售、财务往来的全面管理。然而对于一个跨地区经营产品的企业来讲,这些功能主要在DRP(分销资源计划)系统中体现。更进一步,目前区域性企业中实施的DRP系统由于缺乏充分的客户信息支持,很大程度上制约了供应链中信息共享,无法达到有效缩短提前期和克服牛鞭效应。本文结合CRM和DRP软件的功能定位以及企业信息系统实施现状,分别从CRM和DRP的功能、二者功能的交叉、二者集成的必要性和可行性等方面阐述了二者的集成。

With the deepening of cognition about CRM, many enterprises begin to implement CRM system, so as to promote the automatic level of their marketing, sale and customer service through BPR and CRM implementation. But when selecting systems, many enterprises misunderstand the function of CRM and require it to manage stock, sale, financial exchange. For a trans-regional enterprise, these functions mainly reflect in DRP system. Further, the fact that DRP system implemented lack sufficient customer information support, restrains information sharing among the supply chain and results in shortening lead-time ineffectively. According to the localization of DRP and CRM software and the current situation of enterprise information system implementation, it discusses the integration of the two sides from the functions of CRM and DRP, cross of their functions, feasibility and necessities of their integration.