【作者】 李建华；

【导师】 高英； 徐国明；

【作者基本信息】 华南理工大学 ， 软件工程， 2013， 硕士

【摘要】 在中国经济以及信息化快速发展的的背景下，制造企业开始使用CRM客户关系管理系统对企业销售进行管理，系统使企业销售得到了很大的提升，但在很多企业重组的情况信息系统不能很好的支持这些企业变化，本文首先阐述CRM客户关系管理系统的概念，完善确定系统的整体功能，研究如何从这些信息中提取各企业共用的数据，达到系统的通用性以及灵活性.只有达到了系统的通用性以及灵活性的兼容才可使系统更大范围的应用,比如制造企业的ORACLE ERP和SAP等系统，都是在经历工业革命变革并日益完善后才更加成熟。本文以国内集团总公司并有各小经营企业单位为例，按照CRM理念来实施商业策略，管理集团下各小经营企业单位，根据实际情况灵活制定自己的发展策略，客观上快速促进了各企业单位的成长。但随着生产规模的扩大、销售金额和数量的上升，这种模式暴露出一些弊端，即不能向客户展示统一的品牌形象，不能复用客户和终端资源，不能对市场、分销、渠道和终端建立统一的标准，不能为总集团管理层提供统一的资源规划和实时的决策支持。有鉴于此，本文提出集团建立制造企业多组织的CRM管理系统的研究。CRM系统框架首先研究提取公共数据部分，比如流程、帐号、客户等功用信息,再具体到业务功能层面，以达到多企业使用公共数据，但业务又特殊化的多组织框架。了解需求制定功能模块后，再研究目前企业应用集层的方式，如中间件技术，三层架构技术等，并介绍近年来IT业推崇的WebService技术，这种技术主要是为解决与其它系统集成接口，并扩展到整个广域网上,实现各系统信息共享，数据交换。在信息化建设中，不能只注意系统内部信息建设，所以CRM销售系统始终无法脱离与ERP系统的对接，了解ERP接口的实现的方式，ERP也是多组织架构，研究如何将CRM与ERP集成一体化，本文以ORACLE ERP为研究对象，探讨集成的实现。最后本文以某流程制造企业为研究案例，剖析多组织框架使用给企业带来的好处，以及以后的发展方向，对制造企业的营销策略、销售模式及方针都具有一定的指导作用，给企业产生一定的经济价值,对企业的发展具有一定的借鉴意义。更多还原

【Abstract】 The rapid development of the background in the Chinese economy andinformationization, manufacturing enterprises began to e nterprise sales management usingCRM customer relationship management system, system makes the enterprise sales has beengreatly improved, but not the situation information system in many enterprises restructuringgood support these businesses change, this paper first described the concept of CRM customerrelationship management system the improvement of determination, the whole function of thesystem, on how to extract data from these enterprises share information, achieve the systemversatility and flexibility. Only reached the generality and flexibility of the system can beused to make the system more compatible with a wide range of manufacturing enterprises,such as ORACLE ERP and SAP system, all in the experience of industrial revolution andincreasingly perfect after more mature.Based on the group company and the small business as an example, to implement thebusiness strategy according to the concept of CRM, the small business enterprise managementgroup, develop their development strategies in light of their actual situation, the objective topromote the enterprises rapid growth. But with the expansion of the scale of production, thesales amount and quantity increase, this model revealed some shortcomings, namely cannotdisplay a unified brand image to customers, customers can not reuse and terminal resources,to establish a unified standard, not on the market, distribution channel and terminal, can notprovide a unified resource planning and real-time decision support for the generalmanagement of the group. In view of this, this paper studies the management system of CRMgroup to set up manufacturing enterprises of the organization.CRM system framework first extraction of public data, such as flow, account, customerfunction information, specific to the business level, to achieve the enterprise to use public data,but the business and specialized organization framework.To understand the demand for the development of functional modules, and then study theway of enterprise application integration layer, such as middleware technology, three layerarchitecture technology, and introduced the IT industry respected WebService technology,this technology is mainly to solve the integration with other system interface, and extended tothe whole Internet, to realize the information sharing, data exchange.In the informatization construction, not only pay attention to the internal construction ofinformation system, so the CRM sales system can not always from the ERP system anddocking, to understand the implementation of the ERP interface method, ERP is also more organizational structure, research on how to apply CRM and ERP integration, this paper takesORACLE ERP as the research object.Finally, this text study a process of manufacturing enterprises, analysis of variousorganizational framework benefits to the enterprise, the direction of development and later,sales mode and principle of the manufacturing enterprise marketing strategy, has certainguiding function, have a certain economic value for the enterp rise, has the certain modelsignificance to the development of enterprises.更多还原