發(fā)布時(shí)間：2018-06-06 04:45

  本文選題：精益營(yíng)銷 + 精益營(yíng)銷體系��； 參考：《天津師范大學(xué)》2015年碩士論文

【摘要】：精益是減少浪費(fèi),提高效率和增加員工專業(yè)技能的一種行之有效的方法。如今,市場(chǎng)環(huán)境變化趨于復(fù)雜化,客戶需求趨于個(gè)性化與多樣化,因此,傳統(tǒng)的營(yíng)銷模式已經(jīng)不能滿足企業(yè)戰(zhàn)略的要求。如何把精益系統(tǒng)、精益思想運(yùn)用到營(yíng)銷當(dāng)中,這引起了眾多學(xué)者的探索與研究。由于不同的企業(yè)所面臨的情況各有不同,如何將精益營(yíng)銷形成非“教條主義”的銷售模式,形成可以在不同企業(yè)復(fù)制的銷售DNA仍是諸多研究學(xué)者注重的焦點(diǎn)。 根據(jù)本人參與在G公司的精益營(yíng)銷改善項(xiàng)目,本文在對(duì)比精益思想及精益營(yíng)銷概念的基礎(chǔ)上,仔細(xì)研究精益營(yíng)銷體系的整體結(jié)構(gòu)及理論架構(gòu),提出在對(duì)G有限公司搭建精益營(yíng)銷體系時(shí)進(jìn)行數(shù)據(jù)庫(kù)的建立與管理,將數(shù)據(jù)庫(kù)營(yíng)銷方式與精益營(yíng)銷體系進(jìn)行有機(jī)結(jié)合,使數(shù)據(jù)庫(kù)的建立成為流程作業(yè)標(biāo)準(zhǔn)化的一部分。并且,為了使G有限公司的精益改善項(xiàng)目不流于形式,本文又提出了推進(jìn)情況評(píng)估方案。經(jīng)過(guò)實(shí)證案例運(yùn)用證明,精益營(yíng)銷體系能更精確的對(duì)客戶進(jìn)行定位、更準(zhǔn)確的掌握競(jìng)爭(zhēng)對(duì)手情報(bào),更有效的縮短響應(yīng)周期、更便捷的測(cè)算營(yíng)銷目標(biāo)效果。 本文研究目的是為了讓企業(yè)在營(yíng)銷中注重精益思想的運(yùn)用,為企業(yè)推行精益營(yíng)銷體系提供了一個(gè)全新的視野,對(duì)精益思想在營(yíng)銷領(lǐng)域的實(shí)施具有某種方面的指導(dǎo)作用,對(duì)公司及行業(yè)的精益營(yíng)銷改善具有一定的影響。
[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.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.4;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 范德成;胡鈺;;精益思想模式的研究綜述[J];管理現(xiàn)代化;2013年04期

2 秦萬(wàn)信;鋼絲繩制造技術(shù)發(fā)展特點(diǎn)分析[J];金屬制品;2002年02期

3 魏仁干;;精益營(yíng)銷6R策略系統(tǒng)提升汽車銷售終端效率[J];企業(yè)活力;2006年08期

4 姚麗萍;;精益化營(yíng)銷的驅(qū)動(dòng)因素分析和對(duì)策研究[J];中國(guó)市場(chǎng);2006年28期

5 徐千里;;企業(yè)營(yíng)銷模式的內(nèi)涵、外延及再造[J];商業(yè)時(shí)代;2008年24期

6 仲向平;略論市場(chǎng)營(yíng)銷學(xué)的產(chǎn)生、傳播和發(fā)展[J];浙江樹人大學(xué)學(xué)報(bào);2002年06期

7 李娟;;精益是思想還是工具[J];中外管理;2002年12期

，

本文編號(hào)：1985164