毕业设计（论文）-基于供应链视角下客户关系管理分析.doc

基于供应链视角下客户关系管理分析
摘要
当前的市场竞争已不是企业同企业的竞争,而是一组企业的供应链同其它几组企业供应链之间的竞争,是一种新的“合作竞争”观念。传统的客户关系管理由于对“客户”的狭隘认识,其作用只局限于与客户进行沟通及客户反馈,从而改善产品,来更好的满足客户需要,以实现竞争优势。然而随着市场竞争的日益剧烈企业之间的竞争已不再是产品质量为了使企业在竞争中处于有利位置,客户关系管理必须把企业业务过程看作一个将供应商、物料的采购供应、产品的制造、销售等和客户紧密连接的供应链。建立一种以市场为导向、客户需求为中心、将仅仅面对单一企业的客户关系管理延伸和发展为面向整个供应链的客户关系管理。
新的基于供应链视角下的客户关系管理是一个各节点企业能够实时灵活适应市场变化的客户———制造商———供应商网络和集成的利益共同体。基于供应链视角下的客户关系管理,能够克服企业外部信息孤岛,成员之间得以积极配合,使成本最小化,顾客关系得以维系,获得集成化的竞争优势。
关键词:供应链,供应链管理,客户关系管理
FROM THE PERSPECTIVE OF SUPPLY CHAIN BASED ON CUSTOMER RELATIONSHIP MANAGEMENT
ABSTRACT
The current petition is not the enterprise and enterprise'petition, but a group of enterprises of the supply chain with several other groups of enterprises to petition between supply chain, is a new concept of" cooperation petition". The traditional customer relationship management due to a" customer" in the narrow understanding, its role is limited only municate with customers and customer feedback, so as to improve the product, to better meet customer needs, in order to petitive advantage. However, with increasingly petition in the market and petition between enterprises is no longer the product quality in order to make the enterprise in petition in an advantageous position, customer relationship management must take the business process as a supplier, material supply, product manufacturing, sales and customer close connection of supply chain. To establish a market-oriented, customer demand as the center, will face only a single enterprise customer relationship management extension and development for the entire supply chain customer relationship management.
New supply chain based on the perspective of customer relationship management is an each node enterprise can real-time and flexible to adapt to market changes, customer -- manufacturer -- work and integration of the interests of munity. Based on the supply chain from the perspective of customer relationship management, can e the enterprise external information isolated i