The Study Of The Integration Of CRM System Based On ERP In The Construction Enterprises

With the development of informationization in the construction enterprises and intensifies competition in the construction market, the competition between enterprises is not only the competition of a variety of techniques and tools, but also the competition of the most valuable limited customer resources, also with the reduce of the profit of the enterprises, the profit is more and more put on the development of the client resource and the integration of the client relationship, so customer relationship management is more and more favored by construction enterprises.With the emergence of the case of the successful implement of ERP such as China Construction Eighth Engineering Division, ERP is not a stranger for the construction enterprises, and with the development of the traditional ERP, the extension and integrated of the function of ERP are urgently required. Based on this, the application of CRM system based on ERP in the construction enterprises is studied, the necessity of implementing the CRM is demonstrated, the function of CRM is analyzed, the customer relationship management model is built based on the customer relationship life cycle, the necessity, rationality and the relationship of the integration of ERP and CRM in the construction enterprise are analyzed, the integrated model is built, the implement strategy is analyzed from the integrated approach,the steps and so on.This paper, based on a lot of literature reading and theoretical studying, is to help the construction enterprises in an invincible position in the competition according to the integrated of customer resources, and also help the construction enterprises improve the function of ERP system.The following main contents are included:(1) The related concept is defined such as the client, the client relationship and the customer relationship management from the view of the construction enterprises, the solid theoretical basis is lay for the implement of CRM in the construction enterprises, the necessity of implementing the CRM is analyzed from the view of transaction cost theory, the differentiation strategy, and the interface theory.(2)The customer relationship of the construction enterprises is analyzed in detail from the four stages of customer relationship, the function of sector-level CRM, collaborative class CRM and enterprise-class CRM is analyzed, the process model of CRM based on the customer relationship life cycle is built on analyzing the structure of CRM.(3)The necessity of the integration of ERP and CRM in the construction enterprise is analyzed for the four view of the development of industry, the traditional ERP, the limitation of ERP and CRM, the rationality and the relationship of integration are analyzed, the business process of the integration of ERP and CRM is analyzed, the integrated model is built according to the framework of the enterprise-class CRM.Finally, the strategy of integration implement is explained from three aspects like integrated techniques, the step of implement, and the establishment of the "customer centered" enterprise culture, and also the shortcomings of the paper is summarized.