电子商务环境中CRM和ERP的整合外文翻译

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1、中文 3550 字 外文翻译 原文 Integration of CRM and ERP in E-commerce Environment Jiang Yanjing College of Economic and Management China Three Go rges University Yichang, China rycf Abstract This paper studied the Integration of Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP) und

2、er electronic-Commerce (EC) environment by analyzing the relationship between CRM and ERP and their different contributions for enterprises. It is pointed that their integration will be a trend for enterprises in future EC competitive environment .Finally it was discussed on the manners of their int

3、egration and supporting technical means. Keyword: Customer Relationship Management； Enterprise Resource Pplanning； electronic-Commerce； integration I. INTRODUCTION Customer Relationship Management (CRM) is a new type of management system aimed at improving the relationship between enterprises and cu

4、stomers. Enterprise Resource Planning (ERP) is a kind of Business management practices and systems. They are all emerging in recent years. Through the implementation of ERP, the internal and external resources of enterprises will be digging deeply for use in the basis of reform, and their every mana

5、gement aspect for production, supply, marketing, man, financial, and material will be computerized, integrated and automated completely, so ERP system has increasingly become a powerful management tool. With the development of information technology and management idea, it must combine ERP and CRM t

6、o form an integrated enterprise information system, in order to make business flow more coherent and enhance enterprises business-to-market responsiveness and competitiveness. So it is outstanding question in need of being resolved urgently that How to successfully integrate these two systems and le

7、t them run effectively. II. TROUBLES BEFORE INTEGRATION A. What Is CRM and ERP System The earliest CRM was developed from the software used by the Front Desk sale staff, and therefore it was known as the Front Desk office software (Front Office). Now, CRM has been extended to a management software p

8、latform used in every department which had contact with customers, and its content relate to marketing , sales, service, products adjust, etc. . ERP originated in Material Requirements Planning (MRP) and Manufacturing Resource Planning (MRPII) system, its core ideas insisted that enterprises operati

9、onal activities should be based on enterprise resource and cost-optimized configuration, so as to achieve the best condition of internal production. It was also known as back-office software (Back Office) because of its main contents included finance, management, human and logistics and other busine

10、ss operations background. B. Main Troubles about Them At present, there are still many troubles mainly because that the information available can not be used and not respond to customers needs and requirements real-timely. If only ERP was used, it would be difficult to provide the real world with su

11、pports. Although theres some information on customers in some department-class systems of ERP, it is still hard to have a comprehensive and real-time responds for customers needs, and it is also hard to predict the changes of business partners and customers because of no unified information on custo

12、mers. On the other way, the problem of information uncertainty was resolved in CRM. First of all, all customer-related data from inner Enterprises or outside are integrated at a same system, which can be operated and used by staff contacting with customers. At the same time, the thought of process m

13、anagement was introduced in the foreground task, which was very arbitrary before. Then the demand for each type of customers would raise a bunch of standardized inner processes. However, corporate affairs must be involved to the management of man, money, and material, those jobs are beyond CRM. All

14、above showed that the separate use of CRM will lead to a lack of dynamic information from business background and a disruption in business layer and data flow, people can not process data real-timely and response to the information about dealings； Similarly, there are no smooth sales and no powerful

15、 service network if only ERP was used. Therefore the tow systems must be integrated to one closed system. 978-1-4244-4639-1/09/$25.00 2009 IEEE Whether it is ERP or CRM, its fundamental purpose is to reduce inventory, speed up cash flow to provide the management level of enterprises and improve busi

16、nessto- market response speed, and they both should be consistent with the overall development strategy, it is the strategy that need their integration. In addition, the development of technology has made the integration possible. III. REALATIONSHIP BETWEEN ERP AND CRM In my opinion, it is the prere

17、quisite and basis for implementing integration successfully to clarify the relationship between the two. Following I will make analysis of the relationship between the two from three aspects, the management concepts, application system designs and Value Chain to find out their contact and distinctio

18、n. A. Diffrence in Management Concept ERP management concepts focus on improving planning and control for internal resources of corporate, pay attention to satisfying customer, timely delivery, while minimizing cost, enhancing internal operational efficiency by improving the quality of service to customers. In other words,