Study On Integration Of Supply Chain Management And Customer Relationship Management

With the rapid development of the mobile Internet and the shortening of the product life cycle,the focus of supply chain management has gradually shifted to the demand side,and the supply chain has shown a customer-driven “demand chain”.Customer relationship plays an important role in supply chain management.An important indicator of the success of supply chain management is customer satisfaction.Therefore,the study of the integration of supply chain management and customer relationship management is an effective way to improve customer satisfaction,reduce operating costs,and enhance enterprise competitiveness in the current customer-driven competitive environment.Firstly,the thesis analyzes the related literatures of supply chain management and customer relationship management integration,draws on the achievements of existing research work,analyzes the existing deficiencies,and reveals the current supply chain management system and customer relationship management.The limitations of the system,the need for integration of the two and the integration of the way.Secondly,for the integration of supply chain management and customer relationship management,the paper adopts business process reengineering under the integration of supply chain management and customer relationship management and customer information sharing based on supply chain as a means.In the former,the dissertation overcomes some drawbacks in the reengineering of traditional business processes,and integrates the idea of cost reduction and customer-centric integration into every aspect of reengineering.The steps of business process reengineering were designed.The goal of business process reengineering was set up by a combination of qualitative analysis and quantitative calculation.A process modeling optimization method based on Petri net and ESIA was proposed,and flow design was given.The verification method of correctness finally explains the entry point of enterprise business process diagnosis and analysis under the integration of supply chain management and customer relationship management.The latter proposed the construction of a customer information sharing platform based on the supply chain,which made up for the lack of customer-level information delivery at the enterprise level and extended customer information to the entire supply chain.The information sharing model of the platform was analyzed,and the value of the model was quantitatively studied.Finally,we explored the realization of the information sharing.Finally,in the study of the performance evaluation based on the integration of supply chain management and customer relationship management,the characteristics and system architecture of performance evaluation under the condition of integration are analyzed,the method of performance evaluation target setting is discussed,and the index system of performance evaluation is established,and then constructed.The dynamic grey relational degree/AHP performance evaluation model was finally used to perform performance feedback using the performance diagnosis black box tool.