G公司精益营销体系构建及实施的研究

发布时间：2018-06-06 04:45

本文选题：精益营销 + 精益营销体系　；参考：《天津师范大学》2015年硕士论文

【摘要】：精益是减少浪费,提高效率和增加员工专业技能的一种行之有效的方法。如今,市场环境变化趋于复杂化,客户需求趋于个性化与多样化,因此,传统的营销模式已经不能满足企业战略的要求。如何把精益系统、精益思想运用到营销当中,这引起了众多学者的探索与研究。由于不同的企业所面临的情况各有不同,如何将精益营销形成非“教条主义”的销售模式,形成可以在不同企业复制的销售DNA仍是诸多研究学者注重的焦点。根据本人参与在G公司的精益营销改善项目,本文在对比精益思想及精益营销概念的基础上,仔细研究精益营销体系的整体结构及理论架构,提出在对G有限公司搭建精益营销体系时进行数据库的建立与管理,将数据库营销方式与精益营销体系进行有机结合,使数据库的建立成为流程作业标准化的一部分。并且,为了使G有限公司的精益改善项目不流于形式,本文又提出了推进情况评估方案。经过实证案例运用证明,精益营销体系能更精确的对客户进行定位、更准确的掌握竞争对手情报,更有效的缩短响应周期、更便捷的测算营销目标效果。本文研究目的是为了让企业在营销中注重精益思想的运用,为企业推行精益营销体系提供了一个全新的视野,对精益思想在营销领域的实施具有某种方面的指导作用,对公司及行业的精益营销改善具有一定的影响。
[Abstract]:Lean is an effective way to reduce waste, improve efficiency and increase staff professional skills. Nowadays, the change of the market environment tends to be complicated, and the customer demand tends to be individualized and diversified. Therefore, the traditional marketing mode can not meet the requirements of the enterprise strategy. How to apply lean system and lean thought to marketing has aroused the exploration and research of many scholars. Because different enterprises are faced with different situations, how to form lean marketing into a non-" dogmatic "sales model, and how to form a sales DNA that can be replicated in different enterprises is still the focus of many researchers. According to my participation in the Lean Marketing improvement Project in G Company, this paper carefully studies the overall structure and theoretical framework of lean marketing system on the basis of comparing lean ideas and lean marketing concepts. This paper puts forward the establishment and management of database when building lean marketing system in G Co., Ltd., combining database marketing mode with lean marketing system organically, making the establishment of database become a part of process activity standardization. Furthermore, in order to make the Lean improvement Project of G Co., Ltd. Through the application of empirical cases, the lean marketing system can more accurately position customers, more accurately grasp the information of competitors, more effectively shorten the response period, more convenient to measure the effect of marketing objectives. The purpose of this paper is to make enterprises pay attention to the application of lean ideas in marketing, to provide a new vision for enterprises to carry out lean marketing system, and to guide the implementation of lean ideas in the field of marketing. To improve the lean marketing of the company and the industry has a certain impact.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

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