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论文编号：	13902
作者编号：	2320200556
上传时间：	2023/6/5 19:19:35
中文题目：	JX公司营采合一新型运营模式的构建与实施研究
英文题目：	The Study on The Construction and Implement of The New Operation Mode of JX Company''''''''''''''''''''''''''''''''s Integration of Marketing and Procurement
指导老师：	程莉莉 副教授
中文关键字：	营采合一 消费金融；运营模式 ；营销管理；采购管理
英文关键字：	Marketing& Procurement Integration Commercial Finance Operation Mode Marketing Management Procurement Management
中文摘要：	消费金融作为国内全新的行业，自2013年兴起，政府明确提出支持消费金 融发展，并且出台的经济政策也对消费金融行业有着积极的推动性影响，消费 者对这个新兴行业抱有非常浓厚的兴趣，用户数量逐年递增。正是由于消费金 融行业的红海影响力，很多国内银行或者是互联网公司也都尝试进入消费金融 领域，压力与日俱增。 JX公司作为进入中国市场的第一批消费金融企业，第一 个获得银保监会颁发牌照的外资公司，也逐渐感受到了行业的竞争压力。同时 伴随疫情的到来，以及银监会对行业的要求越来越高， JX公司现在的营销环境 可以说是腹背受敌，已逐渐不再像刚进入这个市场时的光鲜。所以 JX公司如果 想要继续在消费金融这个行业里保留自己的一席之地，就必须要让自己的运营 模式更适合于时代的要求，因此转型是 JX公司的必经之路。 论文以消费金融行业的营销现状与采购模式作为研究切入点，详细分析了 JX公司的现有运营模式中营销和采购职能的特点与存在的不足。分别从营销、 运营、采购、供应商这四个方面的管理入手，阐述了其对消费金融公司内部管 理体系的影响，以及如何有效设计和整合上述功能，从而建立更加健全的运营 模式，即论文提到的营采合一模式。通过对 营采合一 职能整合方案的必要性和 操作流程的深入挖掘，运用宏观分析，结合已有理论和企 业实际案例研究，满 足企业运营能力全面升级的需求 一旦新模式正常运行，将持续有效地与营销 和采购管理相结合，从而实现真正的营采合一。同时，由于消费金融行业存在 众多的利益相关方，其中就包括可以直接为企业吸引客户和创造利润的合作供 应商，因此为了追求公司内外的效益一体化，就需要以供应商管理为重点，以 营销机制为核心，通过营采合一将两者有效结合，打造新型运营模式来拓展行 业影响力，从而获得综合价值收益。 论文以一种全新的运营理念，打破了现阶段金融行业的运营瓶颈，探讨了 如何建立领先的消费金融运营体系，为公司的合理改善和迭代优 化创造了新的 思路，为全面提升消费金融行业的营销及采购体系相结合的新型管理方法提供 了一定的理论和实践价值，也为企业构建与实施营采合一的新型运营模式提供 了一定的指导意义和参考价值。
英文摘要：	Consumer Finance as a new industry in China has emerged in 2013. The government has clearly proposed to support the development of consumer finance, and the promulgated economic policies also have a positive impact on the consumer finance industry. The increasing number of consumers hold the strong interest on this emerging industry and the users keep increasing are precisely due to the influence of the Red Sea in the consumer finance industry that many domestic banks or Internet companies are also trying to enter the consumer finance field, the competitive pressure are increasing day by day. As the first batch of consumer gold companies to enter the Chinese market and the first foreign company to obtain the license issued by the China Banking and Insurance Regulatory Commission JX has encountered huge industrial competition pressure. At the same time, with the arrival of the epidemic and the increasingly high requirements of the CBRC on the industry, the current marketing environment of JX can be said to be facing enemies, and it is gradually no longer as glamorous as when it first entered the market. Therefore, if JX wants to continue to retain its place in the consumer finance industry, it must make its operating model more suitable for the requirements of the times. Therefore, transformation is the only way for JX. The thesis takes the current situation of marketing and procurement mode in the consumer finance industry as the starting point, it analyzes in detail the characteristics of marketing and procurement functions in JX existing operating model, and the shortcomings of procurement and marketing functions in the existing operating model. Starting from the management of marketing, operation, procurement and supplier, this thesis expounds its influence on the internal management system of consumer finance companies, and how to effectively design and integrate the above functions, so as to establish a more sound operation mode, namely the mode of integrating sales and procurement mentioned in this thesis. Through in depth exploration of the necessity and operation process of the functional integration plan of the integration of marketing and mining, the application of macro analysis, combined with existing theories and actual case studies of enterprises, to meet the needs of comprehensive upgrading of enterprise operation capability. Once the new model runs normally, it will be continuously and effectively combined with marketing and purchasing management, so as to realize the real integration of marketing and mining. At the same time, since there are many stakeholders in the consumer finance industry, including cooperative suppliers who can directly attract customers and create profits for enterprises, in order to pursue the integration of internal and external benefits, it is necessary to focus on supplier management, take marketing mechanism as the core, effectively combine the two through the integration of revenue and mining, and create a new operation model to expand the influence of the industry. Thus, comprehensive value gains can be obtained. With a brand new operation concept, this thesis breaks the bottleneck of the operation of the financial industry at the present stage, discusses how to establish a leading consumer finance operation system, creates a new idea for the reasonable improvement and iterative optimization of the company, and provides a certain theoretical and practical value for comprehensively improving the new management method of combining marketing and purchasing system in the consumer finance industry. It also provides a certain guiding significance and reference value for enterprises to construct and implement the new operation mode.
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