The integration of CRM with SCM : a study of customer value oriented supply chain strategies in China manufacturing industry

Pao Yue-kong Library Electronic Theses Database

The integration of CRM with SCM : a study of customer value oriented supply chain strategies in China manufacturing industry


Author: Ding, Yuqing
Title: The integration of CRM with SCM : a study of customer value oriented supply chain strategies in China manufacturing industry
Degree: M.Sc.
Year: 2008
Subject: Hong Kong Polytechnic University -- Dissertations.
Manufacturing industries -- China.
Customer relations -- Management.
Business logistics.
Department: Dept. of Computing
Pages: viii, 112 leaves : ill. ; 30 cm.
Language: English
Abstract: In recent years, the China manufacturing industry is developing quickly, China is a popular place that attracts big amount of foreign investments and becoming worldwide manufacture center, China manufacturing enterprises carry on the new turn shifts in the international manufacturing industry. The supply chain management has been accepted as an alternative to improve the competitive power of China manufacturing industry, and dealing with efficient collaboration with high attachment value within a supply chain is becoming a general strategy to promote the manufacturing industry level. It is understood that the satisfaction of the customer's requirements, as well as the continuous process improvement has become one of the most important goals for those involved in manufacturing industry. Facing these challenges, supply chain management must be organized with the focus on customer's demand. It should solve the problem of information distortion and increase the visibility of the whole supply chain. This thesis is focusing on the key factors to a successful supply chain such as information sharing, and operational planning and manufacturing modes, rethinking supply chain strategies of manufacturing industry not only involves coordinating the different activities in supply chain, but also collaboration relationship and system integration between the enterprises partners. Meanwhile after doing some careful thinking, get to know these strategies can provide better opportunities for the development of Chinese manufacturing enterprises and help them make better use of them to initiative innovation. It is clear to see that facing the high pressure from the increasing competition and the more severe business environment, manufacturing industry must find a way to both improve their service quality and cut the cost in order to gain competitive advantages. However, because some companies can not truly recognized the importance of customer value oriented and integrated supply chain management, they simply concentrating on their short-term benefits during the operation process, relatively high operating costs and low efficiency, lack of information sharing and careful strategic considerations for their long-term business lead to the increase of uncertainty and complexity. It becomes crucial for those companies to improve the communication of the information and the efficiency of dealing with customers' satisfaction, supervising the operation process and closed cooperating network, develop their information platform in order to make sure their long term existence and sustainable development. By case study of Haier Group and Suzhou Solectron, this thesis proved that the purpose of most manufacturing firms is to reduce costs, increase efficiency and create more value-added service, and suggest some feasible solutions such as integrated business processes and continuous workflow, production driven by customer demand or pull strategy, newly organizational structure pattern and close integration of the whole value chain from raw material by products development to finished products which matches with the supply chain management strategy can adapt the complex changeable environment well and meets the individual need of customers.

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