Рейтинговая оценка и выбор CRM-систем для управления торговыми предприятиями

Abstract

Статья посвящена исследованию современного состояния торговой отрасли Украины, рейтинговой оценке и выбору CRM-систем для управления торговыми предприятиями. Проанализирована динамика структуры экономики Украины за 2010-2017 годы и определено, что за этот период оптовая и розничная торговля была ведущей отраслью экономики Украины, сохраняя в структуре экономики первое место по объему реализованной продукции. Экспертным методом проверено степень согласованности мнений экспертов относительно рейтинга 4-х CRM-систем: bpm online sales, Bitrix24, AmoCRM, Мегаплан. Рассчитан коэффициент конкордации Кендалла, значение χ2-критерия Пирсона свидетельствует о значимости коэффициента конкордации и сильной связи между признаками. Определена наиболее оптимальная CRM-система для управления торговыми предприятиями Украины и предложены пути популяризации использования CRM-систем в торговой отрасли Украины.

The article is devoted to the current state study of the Ukrainian trade industry, rating and selecting CRM systems for trade enterprise management. The process of the trade enterprises management determines the need to use information systems and technologies because they can increase the efficiency of enterprises and processes management. This leads to increased sales and profits. However, CRM systems and technologies are not sufficiently used in the Ukrainian trade industry because only 6 percent of enterprises actively used systems for customer relationship management. That’s why the current state analysis of the Ukrainian trade industry, the rating and the selecting CRM systems for the trade enterprises management are relevant and has a great practical importance. The dynamics of Ukraine’s national economy structure for 2010-2017 has been analyzed. It is shown that the relations between the Ukrainian economy sectors change over time and will change in the future. Despite this fact, the wholesale and retail trade ranked first in the structure of the national economy in terms of sales. As the result, the trade industry was a leading branch of the Ukrainian economy during this period. The ratings of CRM systems compiled by authors are very different. Therefore, it is proposed to use an expert method and different sources of information to determine the degree of consistency of expert opinions on this issue. In this study, only those CRM systems that are recognized as major players in Ukraine are used. Thus, a comparative analysis of four CRM systems such as bpm online sales, Bitrix24, AmoCRM, Megaplan was carried out. Kendall concordance coefficient has been calculated. Its value indicates a strong consistency of expert opinions. Then, Pearson's chi-squared test is used to assess the relationship between considered signs. Pearson criterion value indicates the importance of the coefficient of concordance and the strong correlation between the signs. Provided analysis in the article allowed us to determine the most optimal CRM-system for Ukraine’s trade enterprises management. Ways to popularize the use of CRM-systems in the Ukrainian trade industry are proposed.