CRM ERP integration is the trend Author: Hou Xiaoxuan / Sm @ rtPartnerTuesday, June 24 2003 3:06 PM
In the software domain, server platform, database software, middleware, all levels of application software, the top three technologies mature, the market is stable, and the world has become a foreign enterprise, and the common views of the work is to believe that domestic software companies are the application. Software, therefore above the database platform, bypassing the level of the middleware (one for a while, the technical maturity of the middleware is used to use the middleware will result in a significant increase in cost), combined with application requirements, and develop application software. It became the guiding ideology of most of the software enterprises in China. Under this circumstance, the CRM and ERP market with great potential have become the focus of all people. However, in China's market, both have been given new definitions with Chinese characteristics, and even the boundaries between the two also have a fuzzy trend. On the one hand, almost all ERP vendors have introduced CRM software integrated with their own ERP products; on the other hand, many CRM vendors provide tools and methods for integrating with ERP. Director, Director, Director, believes that domestic CRM and ERP will be a trend of integration, and even develop, one day, perp will acquire CRM, and then the market will continue to develop, when enterprise information is carried out to a certain stage, management concept After a certain level, ERP and CRM will separate.
Functional, CRM is a combination of IT technology and management business philosophy, which is both supplementary and enhanced to enterprise original management software systems (eg, ERP), and is also the new profit point that does not implement management system companies. CRM and ERP are not contradictory. These two systems are different means of enterprises in different development phases to improve competitiveness. There are many factors that have such boundary blurring: the impact of market environment, competitive pattern The consistency of the consensus and promotion mode. Ding Liang, the president of the market environment and wisdom group, believes that the CRM understands that the CRM understands that the user understands the CRM, and many users are currently presenting to the CRM manufacturer, often proposing a lot of CRM categories, but belongs to ERP Functional Requirements. This is not difficult to understand. For a business development, the early market is production and manufacturing, the medium-term comparative is sales and logistics, and finally, the customer service is complete, this is the reason for CRM. Today, the market is more fierce, the pursuit of enterprises is to improve the quality and effect of market activities, clearly see the improvement of sales efficiency, and the reinforcement of customer satisfaction, which belongs to CRM. However, the situation of domestic enterprises has been automatically automated by most of the IT system construction in production equipment, and there is very little in management (this is also one of the facts of ERP in China), many The company did not go to ERP, which naturally brought difficulties to the implementation of CRM. Some highly marketized industries such as consumer electronics, production has been sympathetic, are introduced foreign production lines, and product production costs are less than a piece of money, so for these companies, the meaning of ERP is not very large. In addition, most domestic companies are often in such a place where the budget is limited: limited funds are either cast on the CRM, or in the ERP, then CRM and ERP originally not in the same kind of products are placed in an embarrassment. Below: competition or cooperation? This also gave some corporate inspiration, Guolong Corino Zhenlin introduced that Guo Geoo's CRM would absorb some ERP's functions. Guo Canno is a professional CRM company. According to reports, Guo Canno launched customer relationship management application system "Century Enterprise" involves market, sales and service, including networked sales management systems, customer service management systems, Data Mining and Decision Analysis System. In the network sales management system, the sales branches provide sales management business operations, operation management, and decision-making support for business operations, operation management, and decision support full functional modules through the Internet and headquarters. It mainly includes automation, dynamic inventory management, distributor information management, sales risk control, and early warning management system. In fact, from the above module function, we can see a lot of ERP shadows. Lei Zhenlin homprpedly, in the CRM product of Guo Geoke, the bottom is distributed management, which is managed by the customer relationship, then creates a module. In distribution management, it integrates many ERP functions, such as logistics, transfer, etc. Including the financial management and inventory part of the branch, these features will be developed according to customer needs, sometimes some modules of SAP.
