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论文编号：	3749
作者编号：	2120092470
上传时间：	2011/11/24 22:16:54
中文题目：	C公司顾客关系管理发展策略研究
英文题目：	A Study on Customer Relationship Management Development Strategy of the C Company
指导老师：	白长虹
中文关键字：	制造企业,顾客关系管理,企业资源计划,供应链管理,解决方案
英文关键字：	Manufacture,CRM,ERP,SCM,System Solution
中文摘要：	C公司成立于1997年，是中国一家制造热处理设备的民营企业，年产值近三千万元人民币，在行业内属中等规模。热处理设备可促进金属材料潜力充分发挥、改变材料的使用性能进而提高机械零件内在质量和使用寿命的关键设备，是制造业的基础装备。 C公司依靠相对低廉的劳动力和原材料成本实现了企业初期的生存和发展。随着经济全球化的深入发展，公司也从单一的国内市场扩展到了国际市场。但在国际市场竞争中，C公司传统的单纯以生产为载体的管理理念和系统已越来越不适应新经济的发展模式，以信息技术为载体的知识管理企业更易于获得竞争优势。国内竞争随着行业竞争对手的不断涌入，同质化低价竞争泛滥使得利润空间越来越小，经营状况日益恶化。顾客关系管理系统以其注重实现顾客价值和着眼建立长期关系的特点，非常适合在耐用工业品企业应用。由产品导向型制造组织向顾客导向型服务组织转型，企业将更易于接近顾客，在与创造最多利润的顾客建立关系的同时，获取并满足他们的需求，实现顾客和企业价值。本研究意在设计顾客关系管理与供应链和企业资源管理整合的系统解决方案，从经营理念，组织结构和业务流程等多方面对企业进行服务导向变革，以此帮助C公司整合企业内外部资源，推进信息化建设，提高创造新的竞争优势和核心竞争力。
英文摘要：	As a medium scale manufacture, C company was established in 1997 and specialized in manufacturing heating treatment equipment. The annual turnover was about 30 million CNY. As a foundermental section of mechanical manufacture industry, the heating treatment equipment will improve inner composition of material and therefore enhance the quality and lifetime of parts. With cheaper human resource and raw material, C company had made its advantage from the initial stage for survival and development. During the deeply developing of economic globalization, the corporation business had enlarged from domestic to abroad market. But within the international competition, the conventional manufacturing system and management had been replaced by IT and knowledge management. On the other hand, the civil competition was also quite severe since the competitors came out freely with low-price competition and homogenization operation all the time. The profit was less and less while business was deteriorated. With the character of centering customer’s value realization and focus long relationship establishment, the customer relationship management system is pretty good to durable industrial commodity industry. The corporation should switch from pure manufacturing-oriented to customer-oriented organization. The corporation will be easily to approach the customers and acknowledge their real requirements to meet. Then realize the value of customer and enterprise after established the long term relationship between the most profitable customers and corporation. This study is try to integrate the CRM, SCM and ERP into a comprehensive management system solution, and re-engineering company be service-orented by the transformation of operation philosophy, organization structure and business procedure in order to fulfill the integration of company inner and outer resource, improve the informatization reconstructure then finally create the new competition advantage and core competitiveness.
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