A公司生产与销售协调策略研究

发布时间：2018-03-01 14:29

本文关键词： 快速消费品产销协调内部管理生产运作市场营销　出处：《电子科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：伴随着国家GDP年年增长,人民生活质量不断提高,生活用纸的市场越来越大。扩张市场,增大市场份额是企业面临的严峻问题。A公司作为一家生产生活用纸以及工业用纸的快速消费品公司,如何解决产销不协调的矛盾,最大限度的满足市场的需求以及降低生产经营成本是公司关心的首要问题。本文将通过实地考察以及高层管理人员访谈等方式了解A公司的基本情况以及营运情况。在了解A公司组织架构、运作流程、市场占有率等情况的基础上分析A公司产销遇到的问题,以及产生该问题的原因。结合相关研究者对营销管理、生产运作管理的研究,利用MTO理论、TOC理论、精益管理等思想找出解决A公司产销矛盾的策略。本文将从A公司市场需求预测环节、生产运作环节、原材料采购环节、库存控制环节、营销环节等着手,对各个环节实施不同的优化策略以解决产销矛盾。通过科学营销、修正绩效考核等方式提高产品预估准确率,通过产能管理、库存管理、均衡出货指标竞赛、集中排产等方式解决生产环节的问题,再对经销商执行统一结算价、档期列管等方式尽量减少市场需求波动带来的风险,最后产品质量是保证所有这些策略得到有效实施的根本,所以抓紧对产品质量的改进,确保流入市场的产品质量得到严格的把关是改进措施的基本要求。文章最后对实施以上策略之后企业的绩效进行了持续跟踪,搜集企业实施策略之后的预估准确率情况、库存情况、订单接受情况等,并对这些数据进行分析得出策略实施的效果以及进一步改进的措施,保证企业的产销问题得到持续不断地改善。
[Abstract]:With the annual growth of national GDP, the quality of life of the people continues to improve, the market for living paper is getting bigger and bigger. Expand the market. Increasing market share is a severe problem faced by enterprises. As a fast moving consumer goods company that produces paper for daily use and industrial paper, how to solve the contradiction between production and sale, To meet the needs of the market to the maximum extent and to reduce the production and operating costs is the company's primary concern. This article will be through field visits and senior management interviews and other ways to understand the basic situation and operation of company A. In understanding the organizational structure of company A, On the basis of operation flow, market share and so on, this paper analyzes the problems encountered in the production and marketing of company A, and the causes of the problems. Combined with the research of marketing management and production operation management by relevant researchers, this paper makes use of MTO theory to develop the theory of TOC. Lean management and other ideas to find out how to solve A company's production and marketing contradictions. This paper will start from A company's market demand forecasting, production and operation links, raw materials procurement, inventory control, marketing links and so on. To implement different optimization strategies to solve the contradiction between production and marketing, to improve the accuracy of product prediction by scientific marketing, to revise performance appraisal, to improve the accuracy of product prediction, to improve the competition by means of capacity management, inventory management, balanced delivery index competition, etc. Centralized production arrangement and other methods to solve the problems in production links, and then implement unified settlement prices for dealers, and management of grades as far as possible to reduce the risks brought by fluctuations in market demand. The final product quality is essential to ensure the effective implementation of all these strategies, so step up the improvement of the product quality. It is the basic requirement of the improvement measures to ensure that the quality of the products entering the market is strictly checked. Finally, the performance of the enterprise after the implementation of the above strategy is continuously tracked, and the prediction accuracy rate after the implementation of the strategy is collected. Inventory, order acceptance and so on, and the analysis of these data to obtain the results of the implementation of the strategy and further improvement measures to ensure that the production and marketing of enterprises continue to improve the problem.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.83

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