供应链一体化环境下的CRM管理  

CRM in Integrated Supply Chain

作　　者：王利利[1] 张悟移[1] 

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650093

出　　处：《昆明理工大学学报（理工版）》2003年第4期151-154,共4页Journal of Kunming University of Science and Technology(Natural Science Edition)

基　　金：云南省软科学基金资助项目 (项目编号 :2 0 0 1RK2 6 )

摘　　要：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.

关 键 词：CRM 企业 供应链一体化 SCM 客观关系管理 供应链管理 顾客数据库 信任关系 业务流程重组 系统集成 

分 类 号：F274[经济管理—企业管理]