CRM-based Optimization And Management Of Enterprise Distribution System

Distribution system is an important part of supply chain. It has significant effect on that whether or not the whole supply chain can run effectively. At present, how to set up an enterprise distribution system and manage it effectively are the frontiers of the research. Based on customer relation management, this paper explores the ways of building network of distribution system and means of improving distribution system management so as to enhance the core competitiveness of enterprises. The paper is focused on the following aspects.Firstly, the paper summarizes the research work on distribution system of both domestic and foreign scholars, points out the existing defects and suggests new directions for the research. Through the analysis of the position of distribution system in the whole supply chain and its importance, the paper clearly defines functions of the system and classifies the system. It further analyses the essence of the CRM theory and proposes CRM-based optimization and management of distribution system.Secondly, based on customer relationship, this paper builds a multi-objective planning model for the network of distribution system, taking typical types of distribution network as examples that are widely used by enterprises in the country. The model takes into account both the role that customer satisfaction plays in building the distribution network and cost control requirements. Through the review of the product distribution process, the paper puts forward the optimized model of distribution network in uncertainty andillustrates with real cases.Thirdly, the paper studies management issues of distribution system from three respects of stock control, management mechanism and management information system. It introduces a stock control model for multi-products, which not only enable customer demands to be satisfied, but also lower the cost of the system. Through the analysis of key workflows of distribution system and supply chain management, the paper explores the operating mechanism, interest distribution mechanism and trust mechanism that ensure the distribution system runs smoothly, and suggests how to establish and improve these mechanisms. It describes thoughts and objectives of the CRM-based distribution management information system, explains functions of each part of the system and builds the technical framework of the system.Finally, on the basis of BSC, measures are selected to form a comprehensive performance measurement system. Thus performance of the distribution system can be evaluated and the management can have timely operation information and adjust and improve the system periodically.