摘要
随着计算机技术和网络技术的飞速发展,信息技术已经渗入到电力行业的企
业管理中,电子商务已成为企业管理的可行手段,但如何切实利用电子商务,怎
样将其融入企业管理变革,电力企业亟待通过大胆的实践来探索并不断完善。

B集团是我国中部某省电力建设的龙头企业,在该省电网建设和改造的市场
中占主导地位。由于该集团复杂的股份结构,集团总部对于下属各子公司管理粗
放,旧有的行政任命造成集团各企业在业务流程管理、项目管理、资金管理、和
物流管理都存在各自为政的问题,并由此难以实现集团总部的战略发展规划。该
电力建设集团认识到,不实现有效的管理变革,难以使集团在竞争日益加剧的市
场环境中长久保持优势地位。该电力建设集团正在研究并实施全方位的改革方案,
其中,信息化建设引起集团总部的高度重视,认为信息流的髙效运作是集团改革
的基本保障,是集团管理现代化的必然途径。但是,集团内部对信息化管理的理
论指导、方法实施、具体手段存在一定的争论;利用电子商务的理论和手段,并
与客户关系管理伦相结合,从而进行有效的信息化实践,已经成为集团信息化建
设的选择方案之一。
本文主要研究B集团实现信息化的理论依据和实践方法。首先,本文明确了
研究的背景和意义、研究的重点;通过介绍电子商务和客户关系管理的相关理论
和知识,针对该企业集团的信息化现状提出了快速响应的电子商务管理方法;然
后对B企业在信息化过程中存在的问题进行了分析,找出症结所在;通过电子商
务应用在该集团中的发展阶段与公司组织结构的相互关系,结合客户关系管理的
相关理论选取实现集团信息化的途径,提出符合该集团需要的B2M (Business to

Marketing)电子商务模式;最后,运用质量管理的相关理论和技术,给出该方法
在信息化建设实施过程中的重点和难点、风险与防范,以及实施方法的持续改进。
该方法从营销管理和电子商务实现的角度,结合客户关系管理理论,为该企
业集团总部的信息化管理建设和改革提供了全新的思路和实施手段。利用这套管
理方法,集团能更好地处理复杂的改革难题,有效提高集团各企业的凝聚力,提
高集团在市场的竞争力,进而更加便捷地实现企业的发展战略。
关键词:快速响应,电子商务,客户关系管理,B2M (Business to Marketing)

ABSTRACT

With the rapid development of computer and network technology, the information

technology has infiltrated into the enterprise management of power industry. The

E-commerce has become a viable way of enterprise management. But how to use E-

commerce and incorporated it into the changing of enterprise management, the power

enterprise need explorate through bold practice and constant improvement.

Group B is a leading enterprise of power construction in one of province in

China's central, and it is dominant in the market of power grids construction and

transformation in this province. Because of the group's complicated stock structure, the

headquarter takes extensive management for the subsidiaries. The old administrative

appointment resulted in each one goes his own way in business process management,

project management, fund management, and logistics management, and so, difficult to

achieve the group's strategic development planning. This group recognizes that if can't

achieve effective management of change, then difficult to keep long-term advantage in

the increasingly competitive market environment. This power construction group is

researching and to implement the comprehensive reform program. In the program, the

construction of information arising from the group attached great importance to the

headquarter. The headquarter considers that efficient operation of the information flow

is the basic guarantee of the reform group and a natural way to group management

modernization. But now, there are some arguments to the theoretical guidance, methods

implemented, idiographic means in the group. Using of E-commerce theory and means,

with a combination of customer relationship management,carrying out the practice of

effective information, this has become one of the choice options to build group

informationization.

This paper mostly studies theoretical basis and practical methods of group B how

to achieve informationization. Firstly this paper clarified the background and

significance of the study and the focus of the study. By introducing the relevant

knowledge and theory of E-commerce and customer relationship management,the

author aims at the group's informationization actuality to bring forward an E-commerce

management means of quick response. Secondly, analyse the existent problems in the

process of group's informationization, and foud out the crux of the problems. Through

the correlation between the E-commerce application's development stage in the group

and the corporate organizational structure, combining of customer relationship

management relevant theory to select information to achieve the channels of group

informationization, then bring forward the B2M(Business to Marketing) E-commerce

model that group needs. At last,use quality management's theory and technology, this

paper gives the method's emphases and difficulty, the risks and precautions, and

implementation of continuous improvement in the process of informationization

building.

This method supplies a new idea and implementation means for the headquarter,s

implementation management building and innovating from the point of realization of

marketing management and E-commerce and with customer relationship management

theory. Using this management approach,the group can better deal with complex reform

problem, effectively improve the cohesion of the group's enterprises,improve the

group's competitiveness in the market, then,more convenient to achieve the

development strategy of the enterprises.

Keyword: Quick Response (QR), E-commerce, CRM,B2M