Create perfect enterprise Network Marketing platform--CRM and electronic Business integration

Since the reform and opening-up in the early 80, China has undergone more than 20 years of market-oriented operation. China's accession to the WTO has been over the past several years, and Chinese companies have clearly felt that they face global competition as well as facing vast markets.　 The globalization of the economy requires Chinese enterprises to be able to participate in global competition rapidly, and can use the network efficiently to conduct business with customers and business partners, while network technology and communication technology make it possible to carry out business activities by electronic means. At present, more and more enterprises have started to implement ERP (Enterprise resource Plan), DRP (distribution resource planning), SCM (supply chain), BPR (Business process reengineering), EC (e-commerce), CRM (Customer relationship Management), etc., in a sense, the above systems have become the magic weapon to enhance the core competitiveness of enterprises , but in different industries, different management concepts, different stages of development of enterprises, the implementation of the focus will be very different. In general, the enterprise's current stage goal is to reduce the rigid cost of products, more use of ERP, to solve the delivery efficiency of goods, using SCM, DRP, to maintain customer loyalty, retention rate, improve customer profitability, to achieve one-to-one marketing services, CRM becomes the best choice for enterprises EC as a new model of network marketing service is also favored by more merchants.

CRM and electronic Commerce

With the rapid development of CRM, many enterprises find that the traditional enterprise operation mode has been uncoordinated in many aspects when the user's demand becomes the market-leading. These uncoordinated impediments to an enterprise-level CRM system integration program to play a full force. Because CRM management content runs through the full customer lifecycle, customer-centric CRM system should first be managed from each point of contact of customers, such as: CTI (call center), visit, Mail, SMS, media, website, etc., this also for business management changed a way of thinking, in the network has become people's work, An integral part of life today, the new network model has often become the first attempt to enter the electronic commerce of traditional enterprises.

The essence of electronic commerce is to trade through the Enterprise website. Transactions are typically divided into three processes, with different it priorities in different processes:

Information release: For manufacturers, first of all to establish their own web pages, provide detailed professional information, and then join more powerful, click-through search engines, so that as many of the target customers understand you, know you, in the process of it focus on the promotion of the website;

Contract Submission and confirmation: whether business-to-business or Business-to-consumer, this process is to complete the order and business confirmation process, the customer will be selected goods, contact information, delivery methods, payment methods and so on the online signed to the merchant, the merchant after receiving the order to verify the above content. This process IT management focuses on online order management, electronic contracts, electronic certificates and signatures;

Contract Fulfillment: This process is the most crucial aspect of the entire transaction. This process to the payment and product delivery process control, which requires the enterprise to order the implementation of the process of overall management, and some enterprises will involve logistics and electronic payment.

Since the end of the 90 's, with the rapid development of IT technology, CRM and E-commerce in the "concept" on the education market, have turned to the "pragmatic" to open up the market.

CRM supports the development of e-commerce

On the relationship between CRM and E-commerce, many people think that CRM is a subset of E-commerce, because the industry generally believe that: enterprise-wide E-commerce platform, should be across the enterprise product line, line of business (production, sales, service), management level (Headquarters, regional institutions), All kinds of media (such as Internet, telephone, fax, e-mail, direct contact) of the three-dimensional management system, and CRM is only the subsystem of customer management. And we look from another perspective, the enterprise information construction is multifaceted, production, distribution, finance, logistics, E-commerce is a part of the enterprise Informatization, from the macroscopic perspective, all the transactions related to customers belong to the management category of CRM. ERP, DRP, SCM, Finance, logistics, OA and other systems in the customer, products, orders and other links and CRM has a close relationship. E-commerce has made full use of the Internet this tool to provide customers with online marketing, online services, online payments and other functions, if not fully integrated with the background of CRM, not fully utilize the strict background of CRM business Process Control and the massive data of customer analysis, prediction, mining tools, Its application effect will be greatly reduced. Therefore, rather than CRM is a subset of E-commerce, CRM and E-commerce is complementary relationship, only real effective integration to maximize their advantages, and usually, we think that CRM really realized the background of E-commerce platform support.

CRM and Channel Business

Compared with traditional channels, network channels have great advantages, but without traditional channels, network channels can not exist alone. channels, terminals, end consumers will have different needs, such as the rate of response to orders, special goods specific procedures, product delivery convenience, the service of the security capabilities. At the same time, the costs incurred by different channels in meeting these needs are different. In order to reduce the cost of the channel while maintaining the best market results, we need to combine traditional channels and modern network channels, CRM system will provide the perfect support for such a combination.