数字化转型浪潮下企业ERP与客户关系管理的深度融合策略探究

Exploration on the Strategy of In-Depth Integration between Enterprise ERP and Customer Relationship Management under the Tide of Digital Transformation

摘要: 在数字化转型成为企业生存发展必答题的背景下，市场竞争格局重构与客户需求升级，使得ERP与CRM的深度融合成为企业破解转型痛点的关键。本文先对数字化转型、ERP及客户关系管理理论进行概述，进而分析数字化转型对ERP和CRM的影响，随后从数据、流程、系统三个维度构建融合策略体系。结论表明二者深度融合能打破数据孤岛、提升运营效率、增强客户粘性，推动企业从经验驱动转向数据驱动，为企业构建核心竞争力、实现可持续发展提供支撑，兼具理论价值与实践指导意义。

Abstract: Against the backdrop where digital transformation has become a mandatory task for enterprises’ survival and development, the restructuring of the market competition pattern and the upgrading of customer demands have made the in-depth integration of ERP and CRM a key to helping enterprises address the pain points in their transformation process. This article first provides an overview of the theories of digital transformation, ERP, and customer relationship management. Subsequently, it analyzes the impact of digital transformation on ERP and CRM. Afterwards, it constructs an integration strategy system from three dimensions: data, processes, and systems. The conclusion indicates that the in-depth integration of the two can break down data silos, improve operational efficiency, and enhance customer stickiness. It drives enterprises to shift from experience-driven operations to data-driven ones, providing support for enterprises to build core competitiveness and achieve sustainable development. This integration holds both theoretical value and practical guiding significance.