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论文编号：	8510
作者编号：	2220140351
上传时间：	2016/6/14 17:47:00
中文题目：	CJ公司新品收割机营销管理流程改进项目研究
英文题目：	Study on the project for Marketing Management Process Improvement of CJ new Combine product
指导老师：	于仲鸣
中文关键字：	新品收割机；营销管理流程；流程再造
英文关键字：	New Combine Product；Marketing Management Process；Process Reengineering
中文摘要：	以收割机为代表的农业机械行业经过几十年的发展，已经属于成熟产业，农机科技水平的不断提高。在中国，随着经济的对外开放和对内深化改革，农业机械行业的竞争日益激烈，越来越多的国际农机品牌和国内的品牌同台竞技。与此同时，农机消费群体对农机的要求也在不断增加，需求不断变化。因此，保证新产品快速投放市场以及投放市场后达到客户满意度是农机制造企业维持市场竞争力的关键。而先进的营销手段是各农机企业用来争夺这个市场蛋糕的主要方法之一，先进的营销管理流程则是保障成功营销的基础。如何确保该流程高效、快速、高质量的运行，提高新产品投放市场的反应速度和投放成功率，是农机制造企业急需考虑的问题。 本论文针对收割机制造企业传统营销管理流程由于重研发生产、轻市场而导致的新产品投放时间长、不能满足市场需求等问题，运用营销管理流程改进项目、流程再造理论知识以及流程再造项目的管理方法，结合作者工作实践，对CJ公司新品收割机现有营销管理流程进行改进项目研究，精简与之配套的组织结构，提高效率与质量，使新品收割机快速投放市场后可以更好地满足客户需求，帮助企业提高产品市场占有率，增强企业在市场中的竞争优势。 本论文按照提出问题、分析问题和解决问题的逻辑思路撰写。首先以CJ公司新品收割机营销流程为例，分析了CJ公司现有营销管理流程的内容、特点以及问题，有针对性的提出了营销管理流程的改进项目目标、内容，开展了营销管理流程中的方法改进分析和影响因素分析，设计了营销管理流程框架；在此基础上，应用营销管理流程改进项目、流程再造理论知识以及流程再造项目的管理方法，对营销管理流程中的新产品定义决策阶段、开发验证阶段、市场推广阶段和量产销售及新品后评价阶段的具体改进项目展开研究，提出了改进的营销管理流程，并对新流程进行了验证；最后，研究了改进后营销管理流程保障机制以保证改进后的流程正常运转。 本论文以事实为基础，以理论和实例为依据，通过对CJ公司新品收割机营销管理流程的改进项目研究，总结出一套适合于新品收割机的营销管理流程，对收割机新产品的营销管理实践具有指导和参考价值。
英文摘要：	Combine machines as typical products in agriculture machine industry have already become mature after years of development. As the continuous improvement of agricultural technology, the requirement from marketplace and customers becomes increasing and various. Meantime, with China’s economic policy opening to international business and reforming deeply, competition in agricultural machine industry is increasingly intense since more and more international agricultural brands and domestic brands are emerging within the Chinese agricultural machine market. Therefore, both the speed of new product launching into target market and customer satisfaction are crucial for the agricultural machinery manufactories keeping competitiveness. Advanced marketing methods would assist the agricultural machinery manufactories to be more competitive, while excellent marketing management process, regarded as the core competency for a company, is the basis for a successful marketing activity. How to keep the marketing management process working efficiently and effectively should be concerned by agricultural machinery manufactories under such a competitive circumstance. In this thesis, combining the actual working practice experience, study was carried for project management of current marketing management process improvement of CJ Company, a combine machines manufactory, utilizing the theories and knowledge of both marketing management process improvement project and Process Reengineering, as well as the methods applying in the Process Reengineering Projects. The improved marketing management process can increase customer satisfaction and the manufactories’ market share by advancing the efficiency and quality of the products, which would assisting the company in getting more competitiveness, while the traditional marketing management process, focusing on R&D instead of marketing, always generates long products launching time and unsatisfied customer experiences, causing failing in catching the market requirement. In this thesis, CJ Company’s marketing management process was selected as the research object. The original marketing management process and its problems were deeply analyzed and Methods of Process Reengineering were utilized for the marketing management process improvement project study. A framework of improved marketing management process were firstly established after detailed analyzing the original marketing management process and its problems by utilizing the theory and methods of Process Reengineering, after which detailed study were carried out on four marketing management process steps, that is New Product Definition and Decision Step, Development and Verification Step, Market Launching Step and Mass Production and Post-evaluation Step. Then the improved marketing management process’s excellent performance was verified with an example of CJA1 Combine machine of CJ Company. Finally, the organizational structure, training activities and data information management platform, which are safeguard mechanisms for the success of improved marketing management process, were discussed and proposed. In this study, a marketing management process which suits for new combine products in CJ Company were studied and proposed, which may contribute for the marketing practice and have the instruction value.
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