TRNG I HC HOA SEN KHOA KHOA HC V CNG NGH

BO CO MN HC H thng thng tin doanh nghip v Thng mi in t

ti: CRM trong OpenERP
Nhm 1: Nguyn Thy Kim Dung L Phm Thanh Duy L Thanh Hi V Thanh Bnh ng Vinh Duyn Nguyn Hu Tr Ch Thanh i Thanh Tun Anh Mai Hng Linh 061014 060004 060170 060386 060620 061389 060237 060616 061373

05/2010

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

MC LC
MC LC .......................................................................................................................................1

1. Customer Relationship Management

1.1 Khi nim CRM ................................................................................................................3 1.2. Ti sao l CRM? ...............................................................................................................4 1.3. Mt s phng php, k thut ca CRM ..........................................................................7 1.4 Cc d liu CRM thu thp ................................................................................................9

2. Mt s ng dng CRM em n thnh cng

10

2.1. Oracle Marketing ............................................................................................................10 2.2. LINFO (Lean Information System) ................................................................................11

3. iu kin CRM thnh cng

12

4. Nguyn nhn tht bi trong qu trnh trin khai CRM

14

5. OpenERP-CRM

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5.1. Khi nim OpenERP-CRM.............................................................................................15 5.2. c im ni bt .............................................................................................................15 5.3. Li ch .............................................................................................................................15 5.4. i tng s dng ..........................................................................................................17

6. Cc chc nng chnh ca OpenERP-CRM

18

NG DNG CRM: TH K KHOA QUN L SINH VIN, CU SINH VIN V PH HUYNH Nhm 1 L2 1

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t HNG DN CI T CRM ............................................................................................. 20 BI TON NGHIP V ....................................................................................................... 27 HNG DN THM MI SINH VIN, CU SINH VIN V PH HUYNH ............... 28 HNG DN TCH HP MODULE MI .......................................................................... 37 HNG DN TO LCH HN VI SINH VIN .............................................................. 41

PH LC...................................................................................................................................... 47

Nhm 1 L2

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

1. Customer Relationship Management

1.1 Khi nim CRM
CRM (Customer Relationship Management: Qun l quan h khch hng) l mt phng php gip cc doanh nghip tip cn v giao tip vi khch hng mt cch c h thng v hiu qu, qun l cc thng tin ca khch hng nh thng tin v ti khon, nhu cu, lin lc nhm phc v khch hng tt hn. Qun l quan h khch hng khng n thun l mt phn mm hay mt cng ngh m cn l mt chin lc kinh doanh bao gm c chin lc tip th, o to v cc dch v m doanh nghip cung ng ti khch hng. Thng qua h thng qun l khch hng, cc thng tin ca khch hng s c lu tr vo trong c s d liu. Nh mt cng c d tm c bit doanh nghip c th phn tch, hnh thnh danh sch khch hng tim nng v lu nm a ra chin lc chm sc khch hng cho hp l. Ngoi ra, doanh nghip cn c th x l cc vn vng mc ca khch hng mt cch nhanh chng.

Hnh 1.1 M hnh CRM

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

1.2 Ti sao l CRM?

1.2.1 Hnh nh Chic xe p

Hnh 1.2 Hnh nh chic xe p Mt chuyn gia t vn qun tr doanh nghip v von rng: Nu coi h thng qun l kinh doanh l mt chic xe p th khung xe (mang tnh nn tng) l h thng qun l cht lng ISO 9000, bnh trc (mang tnh nh hng) l h thng CRM v bnh sau (mang tnh ng lc) l h thng ERP. H thng qun l theo ISO 9000 a ra nhng quy nh, th tc nhm m bo quy trnh u ra cho mt sn phm cht lng v bt buc t chc/doanh nghip phi tun theo. V vy, h thng qun l theo ISO 9000 mang tnh nn tng, l mt khung xe p. H thng ERP hoch nh cc ngun lc ang c, lm tng hiu qu kinh doanh. V vy, h thng ERP mang tnh ng lc thc y c gung my doanh nghip hot ng. H thng CRM hng ti cc mi quan h gia cc ngun lc v cc mi quan h vi khch hng. CRM gip nh hng cho s pht trin ca doanh nghip ly khch hng lm trng tm, lo li con thuyn doanh nghip i n thnh cng. iu ny ni ln s quan trng ca CRM trong h thng qun l kinh doanh.

Nhm 1 L2

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t 1.2.2 Nguyn l 80-20 - Nguyn l 80/20 cho chng ta bit rng trong bt c mt nhm no cng u c mt s i tng c mt vai tr quan trng hn nhng i tng khc rt nhiu. Mt mc chun hoc gi thuyt ph hp l 80% nhng kt qu hoc sn phm c sn sinh ra t 20% nhng nguyn nhn, v nhiu khi t mt t l nh hn nhiu nhng ng lc c sc tc ng ln. - Trong kinh doanh, nhiu v d minh ha cho Nguyn l 80/20 c kim chng. 20% cc sn phm thng chim 80% doanh s tnh theo -la M; v 20% cc khch hng cng c mt tm quan trng tng t. 20% cc sn phm hoc khch hng thng chim khong 80% li nhun ca n v. - Nguyn l 80/20 khng nh rng 20% sn phm, hoc khch hng, hoc nhn vin, mi tht s to ra 80% li nhun. iu c ngha y l 80% cc sn phm, hoc khch hng, hoc nhn vin, ch ng gp 20% li nhun. L ang c mt s lng ph ln. L nhng ngun lc mnh m nht ca cng ty ang b nu li bi mt a s nhng ngun lc km hiu qu hn rt nhiu. L li nhun c th c nhn ln nu nhiu hn nhng sn phm tt nht c th c em bn ra, nhng nhn vin xn nht c tuyn dng, hoc nhng khch hng ngon c thu ht (hoc c thuyt phc hy mua thm nhiu hng na ca cng ty). - Nm 1963, IBM pht hin ra rng chng 80% thi gian ca mt my tnh c dnh thc hin chng 20% m iu hnh. Cng ty ngay lp tc vit li phn mm iu hnh 20% m iu hnh s dng thng xuyn nht y d tip cn v thn thin vi ngi s dng nht, qua lm cho nhng chic my tnh IBM tr nn hiu qu hn v nhanh hn nhng chic my tnh ca cc cng ty i th cnh tranh trong a s nhng chng trnh ng dng. - ng dng CRM c th gip cho doanh nghip thu c 80% li nhun t 20% khch hng v c th cn hn th na.

Hnh 1.3 Ba sch Nguyn l 80-20, tc gi Richard Koch Nhm 1 L2 5

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

1.2.3

Trit l v s trung thnh - Ly mt v d c th nh sau. Khi bn n mua mt chic USB ti ca hng Hp Nht ICT, bn c nhn vin hng dn tn tnh t mc ch s dng USB cho n nhng tnh nng khc nh bo mt USB vi mt n ci lun trn gng mt. Sau khi mua c sn phm, bn s rt hi lng. Nh vy, Hp Nht ICT s nm trong danh sch u tin la chn u tin ca bn khi c nhu cu mua mt thit b in t khc. - Mt v d khc: Gi mt thng my cng mu m, Thnh Nhn bn vi gi mc hn so vi Hon Long. Tuy nhin, do nhn vin Thnh Nhn phc v nhit tnh v nim n, to cho ngi mua cm gic an tm hn khi mua sn phm, khch hng s quay li Thnh Nhn mua mt thng my cng mu cho d gi c c mc hn. - CRM cng c th lm c iu tng t. CRM gip doanh nghip qun l tt hn v ngun hng, ng thi qun l cc nhn vin t c mc tiu phc v khch hng tt nht.

Nhm 1 L2

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

1.3 Mt s phng php, k thut ca CRM

1.3.1 Phng php tip cn vi khch hng - CRM a ra cc phng php tip cn khch hng nh feedback, hp th gp hoc nghin cu th trng. - CRM gip doanh nghip tip nhn feedback ca khch hng mt cch nhanh chng, tin li, mi lc mi ni thng qua Internet. Thng qua , doanh nghip s c cc nh hng thay i cung cch phc v lm hi lng nhng thng ca mnh. - V d: Khi bn i mua hoa mt ca hiu bn hoa, ngi bn hoa s hng dn nhit tnh cho bn cch chn hoa ty vi i tng c tng v dp tng Sau khi gi gm mn hng cho bn cn thn, nhn vin s nh km m s nhn vin ca h v khng qun nhc bn hy cng im cho h trn trang web ca ca hng. iu lm khch hng cm thy hi lng hn v mnh c phc v tt hn v nhiu hn. a ra chin lc (tip th, bn hng) - CRM s da trn nhng thng tin u vo tng hp thng tin. Da trn 4Ps a ra chin lc bn hng hoc tip th tt nht, n c nhiu ngi nht v tit kim chi ph nht, gip doanh nghip t n thnh cng trong tip th sn phm. - Trn th gii xy ra rt nhiu tnh hung tht bi trong tip th sn phm do h cha a ra c mt chin lc bn hng (hoc tip th) tt n khch hng. - V d: nm 1985, Coca-Cola thay th loi Coke truyn thng ca h bng mt loi Coke mi c cng thc ngt hn. y, Coca-Cola khng nh gi ng nhng gi tr m ngi tiu dng tn trng, t a ra mt chin lc sai lm. V New Coke l mt tht bi ln ca Coca-Cola. Coca-Cola buc phi quay li sn xut loi Coke truyn thng ca h - Coca-Cola c in (CocaCola Classic).

1.3.2

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Hnh 1.5 Lon CocaCola Classic 1.3.3 Phn tch, thng k thng tin - CRM s nhn cc thng tin t khch hng, t tng hp thng tin phn tch, thng k. - V d: sn phm no s c la tui no a chung nht. Hoc nhm gii tnh no s la chn nhng sn phm no.

Hnh 1.6 Thng k thng tin

Nhm 1 L2

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t 1.3.4 Gip doanh nghip x l yu cu ca khch hng - y l mt li th hu ch ca CRM. CRM hiu c khch hng v x l yu cu gip khch hng nhanh nht. - V d: Ln u tin bn gi n dch v Taxi Mai Linh, s in thoi ca bn s c lu li trong h thng ca Taxi Mai Linh. Ln sau bn gi n bng s my , CRM s gip hin s in thoi v thng tin ln u bn gi n cung cp cho h. Bn s ng ngng khi bn cha c a ch ca mnh, nhn vin trc in thoi mm ci ni bn ch trong giy lt. Taxi s c a n theo a ch c. iu ny gip h phc v bn nhanh hn v tt hn.

Hnh 1.4 Logo taxi Mai Linh

1.4 Cc d liu CRM thu thp

Phn ng ca khch hng i vi cc chin dch khuych trng v khuyn mi Ngy thc hin n hng v vn chuyn S liu v mua hng v bn hng Thng tin v ti khon khch hng Cc d liu ng k qua Web Cc h s h tr v dch v Cc d liu nhn khu hc. VD: a ch, in thoi, email D liu v bn hng qua mng

Nhm 1 L2

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

2. Mt s ng dng CRM em n thnh cng

2.1. Oracle Marketing
Gm: o Marketing (Tip th sn phm) o Trade Management (Qun tr kinh doanh) Dng sn phm ca Oracle Marketing vi tnh nng cung cp thng tin y , a dng v chnh xc cho hot ng tip th sn phm, gip bn hoch nh k hoch, ln chng trnh thc hin v phn tch cc chin dch tip th cng vi xc tin thng mi. H thng ny cn mang li thnh cng cho cc hot ng kinh doanh, ch r ng li chin dch bn hng, tng ti a ha s dng ngun vn u t vo tip th v nng cao ton b hot ng hiu qu hn. Trong cc ngun tin chnh xc c khai thc t nhiu knh tip th khc nhau, t khch hng hin ti v trong tng lai ca doanh nghip, t cc i tc, trang tin in t hay cc t chc bn hng. Oracle Trade Management (OTM) gip doanh nghip vi cc gii php trong mi quan h phc tp ca vic u t bn hng v tip th vi cc mt xch : t nh sn xut, i l bn bun, bn l n ngi tiu dng. OTM cn gip doanh nghip tng trng thng mi, gim thiu chi ph ngoi v qun l khon n c th pht sinh. Ngoi ra, OTM gip bn: Ln k hoch t ti a ha li nhun. Thc hin k hoch hiu qu hn. Kim sot ti chnh. Qun l cc yu cu.

Hnh 2.1 Tr s Oracle

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

2.2. LINFO (Lean Information System)

LINFO (Lean Information System) l d n phn mm ca Cng ty Xi mng Holcim Vit Nam, do Cng ty Votiva trin khai trn nn Microsoft Dynamics CRM 4.0 (MS CRM). LINFO tn dng nhng th mnh linh hot v ty bin ca MS CRM qun l nhng i tng khch hng c th trong ngnh sn xut v kinh doanh xi mng. Ngoi mc ch chm sc khch hng, a ra cc chnh sch h tr kp thi cho cc nh phn phi, cc ca hng, LINFO cn ghi nhn nhng thng tin v doanh s, sn lng, gi c ca tng khu vc (a l) kinh doanh c th. Thng qua cc cng c bo co trc quan c tch hp sn trong MS CRM, ban lnh o Holcim c th nm bt nhanh chng tnh hnh v din bin ca th trng a ra nhng quyt nh kp thi. V mt s dng, ngi dng d bt c ni no c Internet u c th kt ni vi LINFO qua giao din web. y l c s nh gi nng lc lm vic ca tng nhn vin kinh doanh ca cng ty khp cc tnh, thnh. Hin c 3 b phn ang s dng LINFO Holcim Vit Nam l cc b phn: Bn hng xi mng bao, Tip th , Thng tin th trng (Market Intelligence). Theo Microsoft Vit Nam, Holcim l cng ty u tin trong ngnh cng nghip xi mng Vit Nam ng dng thnh cng gii php MS CRM, bao gm chi ph u t, phm vi d n v li ch mang li. Hin Holcim Vit Nam ang s dng n 80% chc nng ca MS CRM vo cc vic nh: Dch v khch hng; Tip th t xa; Trung tm cuc gi khch hng. Ring Trung tm cuc gi khch hng s c trin khai trong thi gian ti theo m hnh cc cng ty khc thuc Tp on Holcim trn ton cu (Holcim Vit Nam v ang s dng ng dy nng) Nhn vin bn hng lun c th thay i v tr, cng vic dn ti c th tht thot, mt mt d liu khch hng. Nh LINFO, d liu khch hng c th d dng ng b v c qun l tt hn

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

3. iu kin CRM thnh cng

Xy dng c tm nhn CRM: o C ngha l xc nh c v tr ca doanh nghip trn th trng, nh hng phn on khch hng, thit lp cc mc tiu v khch hng, nh ra thc o gim st hot ng ca chin lc. S thng nht trong ni b: o Khng ch ring CRM m tt c cc chin lc mt khi trin khai cn phi c s thng nht t cp lnh o cao nht n cc nhn vin bnh thng. Phi nhn nhn CRM nh mt chin lc chung, mt cng vic chung lin quan n mi c nhn trong doanh nghip. Nu doanh nghip mi ch chp chng nhng bc u tin p dng m hnh CRM, iu cn thit phi t chc mt cuc hp gia cc phng, ban, b phn trong doanh nghip, h ni ln nhu cu ca mnh v CRM. o T , qun tr vin c th bit c cc b phn cn nhng g t CRM, cn nhng g trin khai thng sut CRM trong tng b phn . C th c nhiu kh nng, s thy nhng nhu cu, iu kin ca cc phng, ban, b phn ra l rt khc nhau. Vai tr ca qun tr vin l phi dung ho c nhng mu thun , p ng c nhng iu kin c bn, c th khc nhau, ca cc phng, ban, nhng vn m bo h thng CRM thng nht trong ton doanh nghip. Khng nn chy theo tro lu hi-tech khi low-tech vn hot ng tt: o Cc t chc p dng thnh cng CRM lun tm kim phng n n gin nht, tit kim chi ph nht khi trin khai k hoch CRM. Mt gii php low-tech n gin v thn thin vi tt c mi ngi, t nhn vin n khch hng ca doanh nghip, vn s hiu qu hn mt gii php hi-tech cng knh, tn km v km thn thin. Vn ha doanh nghip v CRM: o Mt h thng CRM khng ch l mt gi phn mm mi. l c mt thay i v t duy chin lc, v cch thc kinh doanh, v cch qun l nhn s. Thnh cng vi m hnh CRM phn ln nh vo nhng cng nhn vin sn sng chia s thng tin v khch hng v i tc. Tinh thn cng tc ny cn phi c hun luyn bi bn v thng nht. Cc nhn vin c th ngh rng khi chia s thng tin, h ng thi nh mt c hi cho ngi khc. Tuy nhin, nu cng nhn vin hiu rng CRM to nn c hi cho tt c mi ngi, t l thnh cng s tng ln r rt. o Do , iu cn thit l cho mi ngi thy mt v d thc t, khi chia s thng tin lm li cho ton b cng ty. Vic qun l phi hng ti mc ch xy dng 12

Nhm 1 L2

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t vn ho doanh nghip da trn nn tng li ch ca doanh nghip t bn trn li ch c nhn. t c mc tiu ny, cng nhn vin - nhng ngi s dng CRM, phi thy bng chng thc s rng thng tin m h chia s c s dng thc y cc hot ng kinh doanh, v c thm mt i tc mi s em li li ch cho tt c mi ngi trong cng ty.

Nhm 1 L2

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

4. Nguyn nhn tht bi trong qu trnh trin khai CRM

Cha tht s t khch hng v tr trung tm: o C th v qu ch trng vo cng ngh v chin lc, doanh nghip qun i v tr trung tm ca khch hng. c c nhng thnh cng nht nh khi trin khai CRM, doanh nghip lun cn ch trng n vic xy dng mi quan h di lu, bn vng vi khch hng bi CRM chnh l cu ni gia doanh nghip vi khch hng, gip doanh nghip hiu c nhu cu v nm bt thng tin ca khch hng nhanh hn, chnh xc hn, v quan trng l mi s thay i, ci tin cn bt ngun t nhu cu ca khch hng. Qu vi vng trong qu trnh trin khai CRM: o V pha doanh nghip, nu trong qu trnh p dng CRM, doanh nghip khng ch trng vo vic o to nhn vin, trong khi nhn vin c c hiu bit tt nht v khi nim, cng dng cng nh cch thc trin khai CRM th mi c th phc v khch hng d dng, th khng th em li thnh cng cho doanh nghip. i vi khch hng, d doanh nghip c p dng m hnh no, nhng quan trng nht l h khng phi gp nhiu tr ngi trong vic tip cn nhng thng tin t pha doanh nghip v c cung cp nhng dch v tt nht.

C th ni CRM l mt chin lc di hn gip doanh nghip t c nhng mc tiu di hn. Do , khi p dng n cng i hi s kin nhn. Nu c trin khai mt cch hp l, hiu qu, hn ch ti a sai st, CRM s em li li nhun cho cng ty, khng ch di hnh thc vt cht m quan trng hn l s trung thnh ca khch hng. y mi chnh l ti sn v gi ca doanh nghip. (Wiki)

Hnh 5.1 Cc mc tiu doanh nghip hng n khch hng Nhm 1 L2 14

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

5. OpenERP-CRM
5.1. Khi nim OpenERP-CRM L mt module ca h thng OpenERP,n gip doanh nghip qun l c cc thng tin sau: o Qun l quan h khch hng o Qun l email o Cng thng tin khch hng o Qun l marketing o Qun l cuc gi Module CRM&SRM cung cp cc chc nng qun l xuyn sut chu trnh quan h khch hng t t chc lc lng bn hng (qun l lch hn, thng tin giao dch...) n chm sc khch hng sau bn hng (qun l cc yu cu, cc phn nn t khch hng, qun l trung tm h tr khch hng...) gip dch v khch hng tt hn v tng doanh thu t cc knh bn hng. Phn h qun l quan h khch hng ca Open ERP c th gip mt nhm/nhn vin bn hng qun l hiu qu v thng minh cc c hi, nhim v, cc vn pht sinh, cc yu cu, cc sai st trong cc chin dch 5.2. c im ni bt Gi nhn th t ng Mt h thng ton din v ty bin hon ton Wizard gip thit lp v cu hnh theo yu cu 5.3. Li ch i vi doanh nghip: CRM gip doanh nghip qun l khch hng, lng nghe kin ca khch hng, d dng qun l tnh hnh kinh doanh trong qu kh, hin ti v d on tng lai. Gip doanh nghip qung b sn phm, thng hiu nhanh chng, d dng v tit kim chi ph. CRM l cng c gip doanh nghip qun l nhn vin kinh doanh hiu qu v tp trung nht. VD: tch hp vi lch biu ca doanh nghip; a ra chin lc tip th, o to, cc dch v m doanh nghip cung ng ti khch hng. Doanh nghip c th chn mt gii php quan h khch hng hp l da trn tiu ch khch hng l trung tm, quan tm ti nhu cu khch hng nhm t mc ch duy tr mi quan h tt v t li nhun ti a trong kinh doanh. i vi nh qun l: CRM cung cp cho cc nh qun l cc cng c h tr c lc nh: gip thng k, phn tch v nh gi tnh hnh kinh doanh nhanh nht. Gip doanh nghip so snh tnh hnh kinh doanh t qu kh n hin ti v d on tng lai. Doanh nghip d dng pht hin nhng ri ro tim n Nhm 1 L2 15

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t a ra cc gii php thch hp. CRM cng gip nh gi tnh hnh kinh doanh v hiu qu cng vic ca tng nhn vin. VD: quy trnh x l ca doanh nghip s c qun l thng qua cc workflow. Nh cng c d tm d liu c bit, doanh nghip c th phn tch, hnh thnh danh sch khch hng tim nng v lu nm ra nhng chin lc chm sc khch hng hp l i vi nhn vin kinh doanh: CRM cho php nhn vin qun l thi gian v cng vic hiu qu, ng thi gip nhn vin qun l v nm r thng tin ca tng khch hng c th lin h v chm sc khch hng kp thi, to uy tn v gi chn khch hng lu di. VD: tch hp vi bn hng, mua hng v dch v sau bn hng. Gip x l cc vng mc ca khch hng nhanh chng v hiu qu -> ci thin mi quan h gia nhn vin vi khch hng. Tm li, CRM l tp hp cc cng tc qun l, chm sc v xy dng mi quan h gia cc khch hng v doanh nghip. i vi khch hng: CRM gp phn thc y mi quan h lu di gia khch hng vi doanh nghip, gip khch hng hiu r hn v doanh nghip, c phc v chu o hn, khch hng cm thy c quan tm hn t nhng iu rt nh nh: ngy sinh, s thch, nhu cu

Hnh 5.1 Customer Relationship Management

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t 5.4. i tng s dng Ngi qun tr h thng o To c s d liu, ci t CRM o Thit lp cu hnh h thng, ci t tham s h thng o Thit lp phn nhm ngi s dng Nh qun l o Thng k tnh hnh kinh doanh o Thit lp cc chin dch qung co o Xem bo co ca nhn vin v theo di qu trnh tc nghip Nhn vin o Nhp y thng tin khch hng tim nng, t chc, ngi lin h. o Lp k hoch cng vic hng ngy o To v theo di cc c hi bn hng o Qun l mail o To bo gi khch hng o n t hng o Hp ng

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

6. Cc chc nng chnh ca OpenERP-CRM

CRM & SRM/Configuration/Cases/Sections o Qun l tng trng hp theo tng hng gii quyt c th CRM & SRM/Configuration/Cases/Categories o Khi c Sections, Categories dng phn bit cc Cases trong cng 1 Section. CRM & SRM/Configuration/Cases/Rules o Rules c th t ng bt cc hnh ng da theo cc tiu chun nh ngha cho tng Case. CRM & SRM/Calendar/My Meetings o Ln lch v theo di cc bui hn ca c nhn. CRM & SRM/Calendar/All Meetings o Ln lch v theo di tt c cc bui hn. CRM & SRM/Reporting o T cc phn hi t khch hng n h thng OpenERP, bn c th phn tch c biu hin ca i ng nhn vin bng nhiu cch.

Trong OpenERP-CRM, module c th kt hp vi h thng email nh Microsoft Outlook v Outlook Express. T module kt hp vi h thng email, ngi s dng c th kim tra th ca mnh ging nh kim tra th nh s dng Microsoft Outlook. Tham kho thm phn 9.2.6 Using the email Gateway trong ebook OpenERP, A Modern Approach To Integrated Business Management, Release 1.0.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

NG DNG CRM TH K KHOA QUN L SINH VIN, CU SINH VIN V PH HUYNH

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

HNG DN CI T CRM
Vo trang ch ca OpenERP (http://openerp.com/) ti file ci t (openerp-allinonesetup) v. Nhp i vo file setup download. Chn ngn ng l English. Nhp OK Chn Next cho qua li gii thiu Welcome to OpenERP All in One Setup Wizard. Nhp Next cho qua GNU GENERAL PUBLIC LICENSE Chn ng dn OpenERP trong my bn (vd: D:\Program Files\OpenERP AllInOne). Sau nhp Install ci t. Ch khong 3 cho vic ci t Sau khi ci t xong, nhp Next tip tc. ci t thnh cng, check Start OpenERPClient now nu bn mun chy OpenERPClient, nu khng, bn b check. Nhp Finish hon tt. Nu bn nhp chn Start OpenERPClient now, chng trnh s c khi ng cho bn.Khi ng nhp, bn s thy giao din nh sau:

Hnh A.1 Giao din ng nhp chng trnh khi cha to database Chn li port cho localhost (nu cn) hoc mc nh (khuyn khch mc nh). Bn c th truy cp vo OpenERPClient trn web thng qua ng dn ny. Nhp Cancel b qua bc ng nhp, do bn cha to c s d liu nn khng th ng nhp vo c s d liu. Chn File Databases New Database

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Hnh A.2 Chn New Database Giao din to database nh hnh:

Hnh A.3 Giao din to database mi in thng tin vo. Password mc nh ca Super Admin l admin. t tn database mi. y ta t tn database mi l crmopenerp. Chn default language l English. t password cho Administrator khi ng nhp. y t password l admin. Nhp OK tip tc. 21

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Ch trong giy lt chng trnh tin hnh to database

Hnh A.4 Chng trnh ang thc hin to database

Sau khi to xong, mn hnh s hin ra thng bo to xong database vi nhng thng tin ta hiu chnh. Nhp Connect Now tip tc vic ci t.

Hnh A.5 Bng tm tt c s d liu mi to

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Chn Profile cho database ca mnh l CRM Profile

Hnh A.6 Giao din Select a Profile cho database Nhp Next tip tc chnh sa thng tin cho database. Sau khi chnh sa xong, bn nhp Next. Th General Information l th thng tin ca Cng ty s hu chng trnh c ci t. Th Report Information l thng tin ca ni s nhn phn hi khi c kin phn hi t khch hng.

Hnh A.7 Giao din chnh sa thng tin cho database

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Giao din hin ra bng tm tt thng tin database cho bn kim tra li. Nhp Install tin hnh ci t OpenERP-CRM.

Hnh A.8 Giao din tm tt database s ci t Ch trong vi pht tin hnh ci t.

Hnh A.9 Chng trnh ang thc hin to database Sau khi ci t xong, Chng trnh s hi bn s dng ngay hay (Use Directly) tip tc hiu chnh (Start Configuration). Bn c th nhp hiu chnh (Start Configuration) chnh sa thm mt s thng tin.

Hnh A.10 Giao din hon thnh ci t database Nhm 1 L2 24

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Bn c cc hng dn m chng trnh a ra cho bc k tip bn s lm sau khi nhp Continue. Nhp Continue hiu chnh hoc chn Skip Step b qua bc ny.

Hnh A.11 Giao din hiu chnh u tin sau khi ci t database Chn Extended Interface c giao din rng hn, d s dng hn. Nhp Set tip tc.

Hnh A.12 Giao din chn Kiu giao din Giao din hin ln hng dn cho bc hiu chnh k tip. Bn c hng dn trong bng thng bo. Nhp Continue tip tc hoc Skip Step b qua bc ny.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Hnh A.13 Giao din hiu chnh database tip theo in cc thng tin cn thit vo. o Th User l th v thng tin ca User c ghi thng tin. o Th Groups l th ghi nhn thng tin cc nhm m User tham gia. o Th Roles l th vai tr ca User c ghi nhn. Cc thng tin ny c hng dn trong bi hng dn OpenERP trc nn ta tm lt qua. Nhp Add User lu thng tin User vo database. Sau khi nhp Add User, chng trnh s tip tc hin giao din nhp User. Nu khng mun tip tc Add User, bn nhp Skip cho qua bc ny. Chng trnh s hin ln bc hiu chnh k tip cng nhng hng dn cho bc k tip. Nhp Continue tip tc hoc Skip Step b qua. Giao din ny gip bn chn nhng Feature no s c khi bn s dng chng trnh. Chn mt s Features bn cn v nhp Next. Lu : bn c th chut vo du ? trc mi Feature xem thng tin v Feature . Vy l bn hiu chnh xong cho database. Nhp Continue tip tc. Bn s thy hin ln giao din ngi dng vi cc chc nng nh: Dashboard, CRM & SRM, Administrator y l giao din Winform. Bn c th s dng OpenERP giao din Webform.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

BI TON NGHIP V
y l mt bi ton nghip v v qun l sinh vin, cu sinh vin v ph huynh.

Sinh Vin MSSV H tn Ngy sinh a ch in thoi Email Ph Huynh MSPH MSSV H tn a ch in thoi Email

Cu Sinh Vin MSSV H tn Ngy sinh a ch in thoi Email

Trn CRM ta lu cc i tng: Sinh vin, Cu Sinh vin, Ph huynh. Mt sinh vin c mt ph huynh, mt ph huynh c th c nhiu sinh vin. Mt cu sinh vin tng l mt sinh vin. Mt sv bao gm c cc thuc tnh: mssv (m s sinh vin), h tn sinh vin, ngy sinh, a ch, s in thoi, email.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

HNG DN THM MI SINH VIN, CU SINH VIN V PH HUYNH

Nhp vo a ch m bn thy lc bt u to Database. y, a ch ca database nhm to l: http://localhost:8080/ Chn database ca bn v Nhp tn, password ca admin nh lc ny to. Nhp Login ng nhp. Bn s thy giao din va ng nhp nh sau y. Do lc va to database, module Contacts cha c nn chng ta phi add module base_contact vo c th thm thng tin ca Sinh Vin, Cu Sinh Vin v Ph Huynh. Tch hp module c hng dn phn di (tham kho phn sau). Tuy nhin module ny c sn trong OpenERP, nhng trng thi ca module l Not Installed nn ta ch cn install vo. Tip tc thc hin theo cc bc nh hng dn bn di tch hp module.

Hnh A.14 Trng thi ca Base_Contact Vy l gi ta c Contact trong Menu Partner. nh du chn Contacts (Lu , khng nhp chn m ch chn bng cch nhp chut trn thanh Contacts). Sau nhn Switch.

Nhp ti y

Hnh A.15 Nhp nh du Contacts Nhm 1 L2 28

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Sau khi vo menu, bn nhp Cancel. Sau nhp Duplicate. L do ti sao ta khng chnh sa thng tin trc tip l v ta ang trang chnh sa i tng Contacts, ta phi to mt i tng mi tng t vi i tng Contact. Bn c th to mi, nhng khuyn khch Duplicate contact c nhng thng tin ta khng cn in li.

Hnh A.16 Nhp Cancel

Hnh A.17 Duplicate Object in thng tin nh hnh. Ta cha c Parent Menu nn ta xa Contacts trn Parent Menu v click Search

Hnh A.18 Ca s Search Chng trnh s hin ln ca s tm kim cc Parent Menu, nhp New to mt Parent Menu mi.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Hnh A.19 Nhp New in cc thng tin nh hnh. Lu : Parent Menu trng v ta ang to Parent Menu. Action ta trng. Phn Icon cc bn c th ty chn, hnh ca icon c pha bn phi minh ha cho ci mnh chn. Sau nhp Save.

Hnh A.20 Ca s New By gi Parent Menu c to. Cc thng tin nh hnh (ch c Parent Menu l thay i so vi bc trc). Action chng ta xa Contacts v nhp Search

Hnh A.21 Nhp Search Nhm 1 L2 30

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Sau khi m ra ca s mi, nhp New Ca s to mi s hin ra, in thng tin nh hnh. Domain Value: [{x_sinhvien, =, 1}] Sau nhp Save

Hnh A.22 Thng tin Action mi By gi ta c nh hnh. Nhp Save

Hnh A.23 Thng tin Object Nhm 1 L2 31

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Tip tc to i tng Cuu Sinh Vien v Phu Huynh tng t nh to sinh vin. Lc , Action ca Cuu Sinh Vien l Cuu Sinh Vien, Domain Value ca Cuu Sinh Vien l: [{x_cuusinhvien, =, 1}]; Action ca Phu Huynh l Phu Huynh, Domain Value ca Phu Huynh l: [{x_phuhuynh, =, 1}] Nu bn ang thc mc Domain Value th chng ta tip tc di y. Bn tr li Main menu. Chn Partner, Nhp Contacts. Bn s thy mt list cc d liu sn. Nhp New to mt d liu mi. Bn in cc thng tin trong cc (c th b trng nu khng c thng tin). Nhp Customise v chn Manage Views.

Hnh A.24 Chn Manage Views Ca s Manage Views hin ra. Chn Form, sau bm Edit.

Hnh A.25 Chn Form v nhp Edit Trong ca s l mt list cc th biu din cho cc thng tin. Nhp du cng (+) ca th <field name=first_name>. Nhp New Field trong sa s va hin to mt Field mi.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Hnh A.26 To Field mi in thng tin nh bn di, sau nhp nt Save.

Hnh A.27 Thng tin Field Tip tc nhp Update to Field mi. Nhp Update 1 ln na hon thnh vic to Field. Tip tc to thm Field x_cuusinhvien v Field x_phuhuynh tng t nh to Field x_sinhvien. To cc Field ny khi thm mi mt sinh vin/cu sinh vin/ph huynh, ta s nhp chn loi cho d liu ta thm vo. Thm xong 3 field mi, ta nhp Close tip tc in thng tin. Lc , ca s nhp thng tin ca ta s c thm 3 check box: Sinh Vin, Cu Sinh Vin, Ph Huynh. Ta chn 1 trong s 3 check box. Lu , mt ngi c th ng nhiu vai tr nn ta c th chn nhiu check box.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Hnh A.28 Ba Field mi c to thm V d, nhp mt contact mi l Taylor Swift l sinh vin vi cc thng tin nh sau:

Nhp Save lu li thng tin. V d, nhp mt contact mi l Brad Pitt l cu sinh vin vi cc thng tin nh sau:

Nhp Save lu li thng tin. 34

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t V d, nhp mt contact mi l Eddie Murphy l ph huynh vi cc thng tin nh sau:

Nhp Save lu li thng tin. Nu mun coi li danh sch Sinh vin, ta chn Menu qlsinhvien v chn Sinh Vien. Danh sch sinh vin s hin ra bn di.

Hnh 2.29 Nhp Sinh Vin

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Hnh 2.30 Danh sch sinh vin

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

HNG DN TCH HP MODULE MI

u tin cc bn ln trang ch ca OpenERP ti v cc module tch hp vo (http://doc.openerp.com/technical_guide/smtpclient.html). Nhp vo mt trong 2 link bn di ti. Lu : ti v khng gii nn.

Hnh A.31 Giao din trang download module Email Tr li trang Menu OpenERP, nhp chn Administrator bn Toolbars bn tri. Mn hnh bn phi s hin ra cc chc nng ca Administrator. Bn nhp cho s xung cc chc nng ca Modules Management. Nhp chn Import Module.

Hnh A.32 Nhp chn chc nng Import module

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Khi mn hnh hin giao din Import Module, nhp Change.

Hnh A.33 Chn Change hin giao din chn file Sau nhp chn Choose dn ng dn n file m lc ny bn ti xung. Khi chn xong, nhp Import module chng trnh tin hnh import module.

Hnh A.34 Chn ng dn v Import module Khi Import thnh cng, mn hnh s hin cu Module successfully imported !. Bn nhp Close tr li giao din danh sch cc module. Bn s thy module ta va add trn danh sch. Bn State ca module l NOT INSTALL. Nhp chn module . Giao din s hin ln nh hnh. Bn nhp Schedule for Installation.

Hnh A.35 Chi tit module Email Nhm 1 L2 38

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Nh vy, bn a module vo danh sch update vo chng trnh. Nhp Apply Scheduled Upgrades

Hnh A.36 Danh sch modules Ch t pht. Nhn Start Configuration tip tc. Sau nhn Next tip tc. Mn hnh s hin ln tm tt v module m chng ta mi va tch hp. Mun kim tra xem module tht s c tch hp vo hay cha. Ta nhp Modules trn thanh cng c chnh.

Hnh A.37 Giao din chnh Bn tm tn module lc ny ta tch hp l smtpclient. State ca module l Installed

Hnh A.38 Module c ci t Nhm 1 L2 39

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Bn vo Outlook hiu chnh s dng tin li hn. tham kho r hn, bn vo xem hng dn s dng OpenERP, a modern approach to integrated business management (Release1.0) c upload trn Elearning, trang 128-129.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

HNG DN TO LCH HN VI SINH VIN

Trn Menu chnh, bn chn CRM & SRM, m Calendar, bn s thy c 3 chc nng trong Calendar.

Hnh A.39 Cc chc nng ca Calendar All Meetings: tt c cc cuc hn ca tt c cc user, k c admin My Meetings: tt c cc cuc hn ca user ang ng nhp, y minh ha l admin. New Meeting: to mt cuc hn mi. Bn c th chn mt trong 3 chc nng to mt cuc hn mi. Cch th 1: chn New Meeting o Nhp New Meeting. Giao din s hin ln giao din nhp thng tin cho cuc hn . Nhp cc thng tin v cuc hn. o Title: tn cuc hn o Responsible: Ngi chu trch nhim o Meeting Date: ngy gi hn o Duration: thi gian din ra cuc hn. Duration c tnh theo gi (Hour), v d cuc hn 1 ting ri, bn s nhp vo 1.5 o Partner: i tc tham gia trong cuc hn. o Description: m t v cuc hn. o V d: To mt cuc hn Trao i vi sinh vin, thi gian l 13h ngy 4/7/2010, cuc gp s ko di trong 2 gi, v ngi chu trch nhim l Thanh Hai.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Hnh A.40 Nhp thng tin cuc hn o Bn c th nhp vo hnh ci lch nh nhp vo ngy gi hn thay v nhp tay. ngi chu trch nhim, bn nhp Search chn ngi chu trch nhim cuc hn.

Hnh A.41 Giao din search User

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t o Sau nhp Confirm Meeting. Sau , giao din s hin li thng tin vi cc thng tin nh bn nhp. Bn c th Unconfirm hoc Cancel Meeting. Nu khng chnh sa, bn nhp Save.

Hnh A.42 Confirm meeting o Sau khi nhp Save, bn s thy thng tin meeting c cp nht. o Vo li Main Menu. Chn CRM&SRM Calendar All Meeting. o Chnh Thng qua July, bn s thy cuc hn va to vo ngy 4 thng 7 nm 2010.

Hnh A.42 Cuc hn c ghi ln lch Nhm 1 L2 43

CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t o Calendar ca OpenERP cho php chng ta ty bin giao din. Nu mun ch xem nhng cuc hn ca Admin, bn nhp nh du Admin. Tng t nh vy vi cc User khc. C th chn 1 lc nhiu User xem lch.

Hnh A.43 La chn lch

Cch th 2: Ko th o Nhp All Meetings. Giao din hin ra lch thng bao gm cc cuc hn c sn. Bn c th chn thng cn nhp cuc hn. Nhp vo ngy s hn trn lch. Ngy s hn c hin ra chi tit. Ko t gi bt u hn cho n gi kt thc ri th ra. Giao din nhp thng tin cuc hn hin ln vi ngy gi, duration c sn.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Hnh A.44 Ko th trn lch o Nhp thng tin cuc hn nh lc to New Meeting. Cc bc tip theo lm tng t. Sau khi Save, bn cng s thy cuc hn va to trn lch. Vy l hon tt vic to mt cuc hn vi sinh vin/cu sinh vin/ph huynh trn lch hn.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

Tm tt:
H thng OpenERP l mt h thng m ngun m. Nu mun ni ta s khng tch hp mt module mi th gn nh l khng th (tc l, OpenERP linh ng c th tch hp c nhiu module). Trong OpenERP c sn khong 300 module cho chng ta tch hp vo ty theo nhu cu khch hng yu cu h thng. Khi ng nhp vo h thng, c th quyn c xem ca mi ngi s khng jng nhau. Admin s phn quyn cho tng User. Admin c th hiu chnh giao din, sa i cc thuc tnh ca cc i tng c sn. Nu c th thm mt chc nng cho h thng trn, nhm ngh module nhn tin cho cc sinh vin, cu sinh vin v ph huynh. Khng phi ai cng c th lin tc lm vic trn my tnh c th check email, kim tra tin tc thng xuyn. Tuy nhin, in thoi l mt th thit yu m h lun lun c th cm theo. Khi c tin tc cn lin lc n mt ai , nhn vin c th s dng chc nng nhn tin vo s in thoi m sinh vin/cu sinh vin/ph huynh cung cp khi ng k thng tin. Cc bn c th tham kho thm ebook OpenERP, a modern approach to integrated business management (Release1.0) trang 108.

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

PH LC
Chin lc marketing 4Ps
4P l mt khi nim trong marketing, l: Product (Sn phm): Mt i tng hu hnh hoc mt dch v v hnh l khi lng sn xut hoc sn xut trn quy m ln vi mt khi lng c th ca n v. Sn phm v hnh l dch v nh ngnh du lch v cc ngnh cng nghip khch sn hoc m s cc sn phm nh np in thoi di ng v tn dng. V d in hnh ca mt khi lng sn xut vt th hu hnh l nhng chic xe c ng c v dao co dng mt ln. Mt khi lng cha r rng nhng ph bin dch v sn xut l mt h thng iu hnh my tnh. Price (Gi c): Gi bn l chi ph khch hng phi b ra i ly sn phm hay dch v ca nh cung cp. N c xc nh bi mt s yu t trong c th phn, cnh tranh, chi ph nguyn liu, nhn dng sn phm v gi tr cm nhn ca khch hng vi sn phm. Vic nh gi trong mt mi trng cnh tranh khng nhng v cng quan trng m cn mang tnh thch thc. Nu t gi qu thp, nh cung cp s phi tng s lng bn trn n v sn phm theo chi ph c li nhun. Nu t gi qu cao, khch hng s dn chuyn sang i th cnh tranh. Quyt nh v gi bao gm im gi, gi nim yt, chit khu, thi k thanh ton,... Place (Phn phi): i din cho cc a im m mt sn phm c th c mua. N thng c gi l cc knh phn phi. N c th bao gm bt k ca hng vt l cng nh cc ca hng o trn Internet. Vic cung cp sn phm n ni v vo thi im m khch hng yu cu l mt trong nhng kha cnh quan trng nht ca bt k k hoch marketing no. Promotions (xc tin thng mi hoc h tr bn hng): h tr bn hng l tt c cc hot ng nhm m bo rng khch hng nhn bit v sn phm hay dch v ca bn, c n tng tt v chng v thc hin giao dch mua bn tht s. Nhng hot ng ny bao gm qung co, catalog, quan h cng chng v bn l, c th l qung co trn truyn hnh, i pht thanh, bo ch, cc bng thng bo, a sn phm vo phim nh, ti tr cho cc chng trnh truyn hnh v cc knh pht thanh c ng o cng chng theo di, ti tr cho cc chng trnh dnh cho khch hng thn thit, bn hng qua in thoi, bn hng qua th trc tip, gii thiu sn phm tn nh, gi catalog cho khch hng, quan h cng chng...

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t Kt hp 4P Vic phi hp 4P trong mt chin lc duy nht t thnh cng trong marketing c gi l marketing hn hp. Vi nhn t Sn phm, doanh nghip cn c mt chin lc sn phm ng n, cho d l sn phm mi hay sn phm ci tin. sn phm c th bn tt nht, chin lc v Gi c cng l v cng quan trng. Gi r khng hn l gi tt (c nhng sn phm; c bit hiu phi bn vi gi cao mi c th xm nhp th trng). Nu iu kin cho php, doanh nghip cng c th tin hnh chin lc "gi ht vng sa" thu li ti a. Din bin v gi cng c th l cng c tt doanh nghip va gt hi li nhun ti a, va cnh tranh tt nht trn th trng. Knh phn phi cng c xem l mt nhn t quan trng quyt nh s thnh cng trong marketing. a im thch hp v a im ti u lun c tm kim v cn nhc. Vic khuch trng c hoch nh ngay t trc khi tung sn phm. Cc hot ng khuch trng ph bin c s dng gm cc chin dch qung co, PR, roadshow, ti tr...

Clip demo v link ti module

Demo ci database CRM, thm Sinh vin/Cu sinh vin/Ph huynh: http://www.mediafire.com/?mnwtqtmgmzj Demo to lch hn vi Sinh vin: http://www.mediafire.com/?w3eninmlwjg Link ti module Email: http://www.mediafire.com/?jy5yzijkqni Link ti module SMS: http://www.mediafire.com/?yu0gwqj2mmz

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CRM trong OpenERP H thng thng tin doanh nghip v Thng mi in t

TI LIU THAM KHO

Fabien Pinckaers and Geoff Fardiner 2009, OpenERP, A Modern Approach To Integrated Business Management, Release 1.0 Donald W.Hendon, Marketing Failures S tht v nhng tht bi trong tip th sn phm, First News, NXB Tng hp TP.HCM Richard Koch 2008, Nguyn l 80/20 B quyt lm t c nhiu, NXB Tr http://vi.wikipedia.org/wiki/Trang_Chnh http://www.pcworld.com.vn/articles/quan-ly/giai-phap-cong-cu/2010/01/1195257/mscrm-o-xi-mang-holcim/

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