本文介绍了客户关系管理理论（CRM）及相关知识，指出客户关系管理理念
对于企业增强核心竞争力以及对企业业务流程再造的影响。现阶段，大型电梯制
造企业均已实行了 ERP 系统， ERP 关注的重点在于理顺企业内部的流程，改善
并提高生产方面的精准度。而 CRM 系统则用来更好的帮助企业寻找到所面对的
真正客户，使得企业能够对客户的各种需求进行有效的整合与分类，提供适合于
客户需求的有竞争力的产品。同时将项目信息实现从前端销售、销售支持、绘制
图纸、到最终生产系统的全部信息的自动化传递，最大限度的降低人为因素干扰。
帮助企业在完成内部客户满意度的前提下实现外部客户满意度。
本文以奥的斯电梯（中国）有限公司为例，从电梯这种特种机电设备产品的
特殊需求角度出发，通过对公司旧有销售支持模式的分析，指出其已经无法满足
日益增长的订单及多样化的客户需求，也无法满足产品研发部门对于实时变化的
客户需求的真正掌握，影响了产品在市场上的竞争力。本文从 CRM 融合各种销
售支持工具的角度出发，通过与旧有流程的对比，对 CRM 系统上线过程中与各
种销售支持模型的整合进行了研究，最终实现了从传统手工处理方式向系统化、
自动化处理方式的转变。
最后，随着 CRM 系统在奥的斯电梯（中国）有限公司的不断完善，总结了
系统构建过程中碰到的经验和教训，并对今后新上线的功能进行了展望。
关键词： CRM 流程变革 客户满意度
ABSTRACT
With economic development and fierce competition among different corporations,
business strategies of the enterprises have been changed accordingly. The traditional
production modes such as manufacturing oriented and push system, increase
inventories and funds consumption and waste. Compared with push system, the pull
system can exactly solve these problems. So the key point of enterprises’
development is to understand the real requirement of their customers. The concept of
“Customer Oriented” has become increasingly important in the elevator manufactory.
This article introduced the Customer Relationship Management (CRM) and other
relative knowledge, pointing out the influence of CRM concept to strengthening core
competition and business process reengineering. For now, many big elevator
corporations have already adopted ERP system, and ERP system played an important
role in improving the efficiency of production, purchase and finance. ERP can help
straighten organization inside enterprises and improve the accuracy manufacturing;
however, CRM can be used to help the company find the real customers, integrate and
classify all kinds of customers’ requirements, and provide the most suitable and
competitive productions. CRM can integrate all the sales tools, achieve the transfer
from manual work to automatic work by system, and reduce the human errors. At last
achieve the outside customer satisfaction on the basis of inside customer satisfaction.
Taking OTIS Elevator Co Ltd, as an example, looking at the special requirements
of elevator products, the special mechanical and electronic devices, this article pointed
out that using the old sales supporting mode, customers’ requirements cannot be met
by the increasing amount of orders and the variety of the requests, and R&D
department cannot grasp the customers’ needs in real time. Hence, market
competitiveness of the products would be affected. From the view of CRM merging
sales support tools, this thesis mainly focuses on the integration of CRM and other
sales support models in comparison with existing business processes and how a
traditional offline workflow gets transmitted into online automatic system process.Finally，with the continuous improvement of CRM in OTIS, this article
concluded the problems and experience during the implementation and made
p r o s p e c t s f o r t h e n e w f u n c t i o n s t h a t w o u l d b e u s e d i n C R M .
KEY WORDS：CRM, Process Revolution, Customer Satisfaction
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