科斯公司ERP和CRM整合分析
摘要
随着中国的改革开放和国际化，我们对市场、营销、服务等都不再陌生。对商业、资本、管理从无知到有知，从漠视到重视，是我们近二十多年所取得的最重要的进步之一。时至今日，我们从来没有与世界脉搏的跳动如此地接近，从来没有如此深切地感受到全球化的竞争和各种各样的文化。2001年12月11日，中国加入世贸组织议定书生效，中国正式加入世界贸易组织（WTO），成为第143个成员。这一刻，我们感受到了世界对我们的承认，也感受到了生存的压力。信息技术，特别是Internet，使得我们与全球各个国家、各个民族、每个人之间的距离大大缩短了，也促使我们更加开放。在这样的时代，企业如何生存和发展？对于永恒的问题，不会有一站式的解决方案。在这里，我们所研究的是，在当今的时代，如何利用信息管理手段通过营销管理和客户管理提升企业的生存能力？本人从事的是客户服务管理的工作，最近正着手准备实施企业的CRM项目，该项目将在半年后实施，目前公司已经使用了企业资源管理ERP系统，但ERP作为后台系统，主要实现采购、生产、库存、质量、分销、财务的信息化，而CRM则包含市场、销售和服务这三大领域。企业当前的ERP系统越来越不能满足客户对企业的要求，如何有效实施客户关系管理系统(CRM)？并且如何将两个系统整合在一起、互相补充成为摆在科斯公司面前的问题。
本文以科斯公司为研究背景，剖析了公司当前ERP系统的使用情况和ERP为企业带来的优势和存在的不足。80年代到90年代中期，企业利用各种技术优化内部各种流程，ERP即企业资源计划系统以及供应链系统都是为了实现在产、供、销环节的自动化，从而提高内部运转效率，减少了人为的错误，尤其是对库存管理，使库存的周转期得以大大的缩短，离及时库存（JIT－Just In Time）的库存理想又进了很大的一步。科斯公司于2000年开始使用Scala公司的ERP系统，ERP的实施帮助科斯可以实现订货，库存管理，采购，生产计划以及财务部门的流程整合，从而提高了公司内部的整体运转效率。ERP的实施应用使科斯得到很大的实惠，但是，ERP的设计主要针对生产、流通、财务领域，而对与客户有关的企业经营活动，比如，在销售、服务和营销活动方面，传统的ERP系统还无法提供一个有效的手段。目前，公司内部的众多低效率、内耗式的业务活动，如：客户信息零散分割导致客户服务效率低下；信息不准确导致营销预算浪费严重；销售人员花在一般性事务管理的时间太多；销售人员占有关键客户资料。从公司内部的实际需求来看，为了解决这些客户信息分散，客户信息不一致等问题，迫切需要有一个类似于后台ERP系统功能那样的能够整合多个客户服务部门的前台系统－CRM，以减少内部资源的浪费，提高企业前台的工作效率。
CRM是一个复杂的系统集成工程，需要进行复杂的集成。作为客户前台的CRM系统，又必须同“老”的ERP系统进行信息交流，两套软件的设计仍然针对于企业的部分业务功能，虽然有不断扩大之势，但远没有发展到可以覆盖整条业务流程的范围。CRM是负责同客户直接打交道的所谓前台功能，而ERP则负责诸如库存、财务等后台功能，所以公司实施CRM必须跨越两套装软件的界限。由于不同的软件提供商的设计思路及所用技术大相径庭，于是进一步整合就成为必然。如何实现这两个系统之间在各个方面的整合成了科斯公司在实施CRM时的一个大问题，这也是科斯公司CRM系统实施成功与否的关键因素之一，目前中国大量的中小企业也需要集ERP和CRM功能于一体的电子商务解决方案。这也是当前许多已经使用或将要使用ERP和CRM的企业共同所面临的问题。
本文利用市场营销理论和管理理论剖析了公司进行ERP和CRM整合的重要性。提出了解决问题的对策及未来的发展战略，并将构建完善的企业信息系统。
由于本文涉及的ERP和CRM的系统整合问题尚属发展和探索阶段，笔者力求将理论和实践结合，分析和总结得更全面、更科学，但因水平有限及时间仓促，对一些概念或内容的分析组织难免有不当和偏颇之处，在此恳请各位专家给予批评指正。希望能与业界同仁在理论及工作实践中共同探讨系统整合方案，使ERP、CRM系统更好地为企业服务。
Along with the innovation, open and internationalization of China, we are not unknown of market, distribution, service and so on. Toward business principal and management from ignorance to well known, from disregard to regard, that is we have make the most important progress recent twenty years. Up to the present, we have not be so close to world pulse's jumpiness and such deep feel the global competition and various culture. The Dec 11th 2001, the protocol of China be a member of WTO took in effect, China became to be the one hundred and fourty third member of WTO in due form. This moment, we feel the accept and the existent stress to us of the world. Information technology, especially Internet greatly shorten the distance between us and the global each country, each nation and everybody. At the same time, urge us much more open. At this age, how do the enterprise survive and develop? For eternal question, there is not one stand resolve project. Here, we are studying on how to use information management artifice advance the survival ability of the enterprise by distribution and client management. I deal with the work of customer service management .Recently， my corporation is preparing to implement CRM project. It will be bring into effect half year later. Now, my corporation have put into practice ERP system, but ERP is back flat system to realize the information of the stock, prodution, storage, quality, distribution, financial. Moreover, CRM include three great field of market, distribution and service. So the ERP system can not fulfil the client's request to corporation more and more. How to carry Customer Relationship Management system(CRM) into execution. And how to make the two system integration, complementarity to each other is the main question for Curtis
This article make Curtis as research background. It took apart ERP system about using and the superiority and shortage of it. At end of 80 age and beginning of 90 age, Enterprise utilize many technology optimize interior process, ERP(Enterprise Resource Plan) system and supply chain system are all for the sake of automation of produce supply and distribution, consequently improve enterprise interior operation efficiency, reduce man-made mistake, especially to stock management, and make stock turnover greatly shorten, be more near to just in time stock ideality. Curtis made use of ERP
developed by Scala company from 2000, Implement of ERP help Curtis realize indent, stock management, purchase, produce plan and financial process integration, accordingly improve corporation interior operation efficiency. Implement and use of ERP make Curtis obtain great boon. But design of ERP mostly aim at produce, circulation, financial field; toward enterprise management activity, traditional ERP have not provide a valid method on sale service and market. At present, corporation interior most low efficiency and inner waste time activity, such as customer information scattered result in customer service efficiency lowlihead; inaccurate information induce sale budget waste graveness; salesman spend more time on daily affair management; salesman hand key customer files. Perspective from corporation interior fact need , in order to resolve these customer information scattered and inaccurate message , Curtis need pro-flat CRM which can integrate several customer service department similar to back flat ERP system, which can reduce interior resource waste, improve enterprise pro-flat operation efficiency.
The CRM is a complicated system integration project, it need to integrate complex. As client downstage CRM system, it must communicate information with the old ERP system. the design of two software is still aim at part operation function of the corporation. Though it grow enlarge continuously, its development is far of cover whole business process range. CRM is downstage function which responsible to associate with customer directly, and ERP is back stage function which responsible for stock financial etc. so CRM implement must get over two software bounds. Be
本文以科斯公司为研究背景，剖析了公司当前ERP系统的使用情况和ERP为企业带来的优势和存在的不足。80年代到90年代中期，企业利用各种技术优化内部各种流程，ERP即企业资源计划系统以及供应链系统都是为了实现在产、供、销环节的自动化，从而提高内部运转效率，减少了人为的错误，尤其是对库存管理，使库存的周转期得以大大的缩短，离及时库存（JIT－Just In Time）的库存理想又进了很大的一步。科斯公司于2000年开始使用Scala公司的ERP系统，ERP的实施帮助科斯可以实现订货，库存管理，采购，生产计划以及财务部门的流程整合，从而提高了公司内部的整体运转效率。ERP的实施应用使科斯得到很大的实惠，但是，ERP的设计主要针对生产、流通、财务领域，而对与客户有关的企业经营活动，比如，在销售、服务和营销活动方面，传统的ERP系统还无法提供一个有效的手段。目前，公司内部的众多低效率、内耗式的业务活动，如：客户信息零散分割导致客户服务效率低下；信息不准确导致营销预算浪费严重；销售人员花在一般性事务管理的时间太多；销售人员占有关键客户资料。从公司内部的实际需求来看，为了解决这些客户信息分散，客户信息不一致等问题，迫切需要有一个类似于后台ERP系统功能那样的能够整合多个客户服务部门的前台系统－CRM，以减少内部资源的浪费，提高企业前台的工作效率。
CRM是一个复杂的系统集成工程，需要进行复杂的集成。作为客户前台的CRM系统，又必须同“老”的ERP系统进行信息交流，两套软件的设计仍然针对于企业的部分业务功能，虽然有不断扩大之势，但远没有发展到可以覆盖整条业务流程的范围。CRM是负责同客户直接打交道的所谓前台功能，而ERP则负责诸如库存、财务等后台功能，所以公司实施CRM必须跨越两套装软件的界限。由于不同的软件提供商的设计思路及所用技术大相径庭，于是进一步整合就成为必然。如何实现这两个系统之间在各个方面的整合成了科斯公司在实施CRM时的一个大问题，这也是科斯公司CRM系统实施成功与否的关键因素之一，目前中国大量的中小企业也需要集ERP和CRM功能于一体的电子商务解决方案。这也是当前许多已经使用或将要使用ERP和CRM的企业共同所面临的问题。
本文利用市场营销理论和管理理论剖析了公司进行ERP和CRM整合的重要性。提出了解决问题的对策及未来的发展战略，并将构建完善的企业信息系统。
由于本文涉及的ERP和CRM的系统整合问题尚属发展和探索阶段，笔者力求将理论和实践结合，分析和总结得更全面、更科学，但因水平有限及时间仓促，对一些概念或内容的分析组织难免有不当和偏颇之处，在此恳请各位专家给予批评指正。希望能与业界同仁在理论及工作实践中共同探讨系统整合方案，使ERP、CRM系统更好地为企业服务。
Along with the innovation, open and internationalization of China, we are not unknown of market, distribution, service and so on. Toward business principal and management from ignorance to well known, from disregard to regard, that is we have make the most important progress recent twenty years. Up to the present, we have not be so close to world pulse's jumpiness and such deep feel the global competition and various culture. The Dec 11th 2001, the protocol of China be a member of WTO took in effect, China became to be the one hundred and fourty third member of WTO in due form. This moment, we feel the accept and the existent stress to us of the world. Information technology, especially Internet greatly shorten the distance between us and the global each country, each nation and everybody. At the same time, urge us much more open. At this age, how do the enterprise survive and develop? For eternal question, there is not one stand resolve project. Here, we are studying on how to use information management artifice advance the survival ability of the enterprise by distribution and client management. I deal with the work of customer service management .Recently， my corporation is preparing to implement CRM project. It will be bring into effect half year later. Now, my corporation have put into practice ERP system, but ERP is back flat system to realize the information of the stock, prodution, storage, quality, distribution, financial. Moreover, CRM include three great field of market, distribution and service. So the ERP system can not fulfil the client's request to corporation more and more. How to carry Customer Relationship Management system(CRM) into execution. And how to make the two system integration, complementarity to each other is the main question for Curtis
This article make Curtis as research background. It took apart ERP system about using and the superiority and shortage of it. At end of 80 age and beginning of 90 age, Enterprise utilize many technology optimize interior process, ERP(Enterprise Resource Plan) system and supply chain system are all for the sake of automation of produce supply and distribution, consequently improve enterprise interior operation efficiency, reduce man-made mistake, especially to stock management, and make stock turnover greatly shorten, be more near to just in time stock ideality. Curtis made use of ERP
developed by Scala company from 2000, Implement of ERP help Curtis realize indent, stock management, purchase, produce plan and financial process integration, accordingly improve corporation interior operation efficiency. Implement and use of ERP make Curtis obtain great boon. But design of ERP mostly aim at produce, circulation, financial field; toward enterprise management activity, traditional ERP have not provide a valid method on sale service and market. At present, corporation interior most low efficiency and inner waste time activity, such as customer information scattered result in customer service efficiency lowlihead; inaccurate information induce sale budget waste graveness; salesman spend more time on daily affair management; salesman hand key customer files. Perspective from corporation interior fact need , in order to resolve these customer information scattered and inaccurate message , Curtis need pro-flat CRM which can integrate several customer service department similar to back flat ERP system, which can reduce interior resource waste, improve enterprise pro-flat operation efficiency.
The CRM is a complicated system integration project, it need to integrate complex. As client downstage CRM system, it must communicate information with the old ERP system. the design of two software is still aim at part operation function of the corporation. Though it grow enlarge continuously, its development is far of cover whole business process range. CRM is downstage function which responsible to associate with customer directly, and ERP is back stage function which responsible for stock financial etc. so CRM implement must get over two software bounds. Be
引文
1 何荣勤著 CRM原理 设计 实践 电子工业出版社 2003. 1
2 朱春燕 马光华策划 客户关系管理（CRM）－提高企业竞争力的利器 计算机世界信息服务中心 2001. 3
3 孟凡强 王玉荣著 CRM行动手册 策略、技术和实现 机械工业出版社 2002. 9
4 (日)野口吉昭著 杨鸿儒译 客户关系管理实施流程 机械工业出版社 2003. 5
5 (美)科特勒 阿姆斯特朗著 市场营销导论 华夏出版社 2001.1
6 田同生著 中国CRM实战 机械工业出版社 2002.8
7 朱春燕 马光华策划 客户关系管理（CRM）－理论与应用进阶指南 计算机世界信息服务中心 2001. 3
8 Marianne Bradford, Tony Mayfield & Chad Toney 让ERP适用精益工厂 "世界经理人文摘" 2003.2
9 Susan Hu 用管理串连起供应链 "世界经理人文摘" 2002.7
10 (美)科特著 营销管理分析、计划、执行和控制 梅汝和等译 第九版 上海：上海人民出版社，1999
11 (美)柯林斯等著 最大化营销 邓盛华译 北京：中国标准出版社 2000
12 罗鸿 ERP原理.设计.实施(第2版) 北京：电子工业出版社 2002
13 (美)菲力普.艾力斯.裂变：新浪潮冲击下的企业战略.刘宝旭等译.上海：上海远东出版社，2000
14 (美)艾米顿(Amidon, D.M.)著 知识经济的创新战略：智慧的觉醒 金周英等译 北京：新华出版社，1998
15 Leslie Willcocks.Moving to eBusiness:The Ultimate Practical Guide to Effective E- business.Random House,2000
16 Patricia B.Seybold.Customers.com:How to Create a Profitable Business Strategy for the Internet and Beyond.Cown Business,1998
17 Martin V.Deise.Executive Guide to E-Business:From Tactics to Strategy.John Willey &Sons, Inc,2000
18 Ronald S.Swift.Accelerating Customer Relationships:Using CRM and Relationship Technologies.Prentice Hall PTR,2001
19 Don Peppers and Martha Rogers.Enterprise One To One:Tools for Competing in Interactive Age. Doubleday,1999
20 Steve Morrell&Laurent Philonenko.20:20 CRM:A visionary insight into unique customer contact.Genesys Telecommunications Laborations Inc.
21 Jay Curry.The Customer Martketing Method: How to Implement and Profit from Customer Relationship Mangement.The Free Press,2000
22 Ken Burnett.The Handbook of Key Customer Relationship Management. Prentice Hall,2001
2 朱春燕 马光华策划 客户关系管理（CRM）－提高企业竞争力的利器 计算机世界信息服务中心 2001. 3
3 孟凡强 王玉荣著 CRM行动手册 策略、技术和实现 机械工业出版社 2002. 9
4 (日)野口吉昭著 杨鸿儒译 客户关系管理实施流程 机械工业出版社 2003. 5
5 (美)科特勒 阿姆斯特朗著 市场营销导论 华夏出版社 2001.1
6 田同生著 中国CRM实战 机械工业出版社 2002.8
7 朱春燕 马光华策划 客户关系管理（CRM）－理论与应用进阶指南 计算机世界信息服务中心 2001. 3
8 Marianne Bradford, Tony Mayfield & Chad Toney 让ERP适用精益工厂 "世界经理人文摘" 2003.2
9 Susan Hu 用管理串连起供应链 "世界经理人文摘" 2002.7
10 (美)科特著 营销管理分析、计划、执行和控制 梅汝和等译 第九版 上海：上海人民出版社，1999
11 (美)柯林斯等著 最大化营销 邓盛华译 北京：中国标准出版社 2000
12 罗鸿 ERP原理.设计.实施(第2版) 北京：电子工业出版社 2002
13 (美)菲力普.艾力斯.裂变：新浪潮冲击下的企业战略.刘宝旭等译.上海：上海远东出版社，2000
14 (美)艾米顿(Amidon, D.M.)著 知识经济的创新战略：智慧的觉醒 金周英等译 北京：新华出版社，1998
15 Leslie Willcocks.Moving to eBusiness:The Ultimate Practical Guide to Effective E- business.Random House,2000
16 Patricia B.Seybold.Customers.com:How to Create a Profitable Business Strategy for the Internet and Beyond.Cown Business,1998
17 Martin V.Deise.Executive Guide to E-Business:From Tactics to Strategy.John Willey &Sons, Inc,2000
18 Ronald S.Swift.Accelerating Customer Relationships:Using CRM and Relationship Technologies.Prentice Hall PTR,2001
19 Don Peppers and Martha Rogers.Enterprise One To One:Tools for Competing in Interactive Age. Doubleday,1999
20 Steve Morrell&Laurent Philonenko.20:20 CRM:A visionary insight into unique customer contact.Genesys Telecommunications Laborations Inc.
21 Jay Curry.The Customer Martketing Method: How to Implement and Profit from Customer Relationship Mangement.The Free Press,2000
22 Ken Burnett.The Handbook of Key Customer Relationship Management. Prentice Hall,2001
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