Study On Integration Of Scm And Crm

Facing increasing trade stress and diversified client requirements, the emphasis of SCM leans to demand gradually, the supply chain becomes "requirement chain" propelled by clients. In SCM system, client relation is of great significance and higher satisfaction degree from clients becomes an impactful hallmark of successful management. Therefore, in the competitive environment propelled by clients, the study of integration of SCM and CRM is an important approach to improve satisfaction degree from clients, to reduce the operation cost and to enhance the competence of enterprises.Based on the analysis of bibliography related to the integration of SCM and CRM, by means of consulting the achievements and dissecting the shortages in existing research, the respective limitations of existing SCM and CRM is revealed. Then, the necessity and method to integrating the above two systems are concluded.The integration in conception level is described by means of business process reengineering oriented by clients in this scientific dissertation. Overcoming the conventional disadvantages, it is produced that the conception of focusing on clients is instilled in every aspect. The procedures focusing on clients in business process reengineering is designed and so are the objectives by combining qualitative analysis and quantitative calculation. Moreover, the Petri net improved is utilized to model the process and to make simulations. Finally, examples are given to testify the feasibility and efficiency.The integration in technique level is described by means of information sharing based on database in supply chain. Constructing information database in supply chain remedies partial weaknesses of enterprise databases, and expands it to the whole supply chain. The information sharing pattern based on database in supply chain is analyzed. Afterward, the quantitative analysis on the value of the information sharing pattern is made and qualitative analysis on the incentive mechanism is done. Finally, the realization of this information sharing model is probed.In the performance management of SCM and CRM integration, the charactersand the system structure under this circumstance are analyzed and the method to determine its objectives is discussed. The performance assessment index system is established on the basis of the balanced scorecard. And then, the Dynamic Gray Relationship Degree/AHP performance assessment model is constructed. Finally, the performance diagnosis black box is used to make research on performance feedbacks.