本文關(guān)鍵詞： 快速消費品 產(chǎn)銷協(xié)調(diào) 內(nèi)部管理 生產(chǎn)運作 市場營銷　出處：《電子科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著國家GDP年年增長,人民生活質(zhì)量不斷提高,生活用紙的市場越來越大。擴張市場,增大市場份額是企業(yè)面臨的嚴峻問題。A公司作為一家生產(chǎn)生活用紙以及工業(yè)用紙的快速消費品公司,如何解決產(chǎn)銷不協(xié)調(diào)的矛盾,最大限度的滿足市場的需求以及降低生產(chǎn)經(jīng)營成本是公司關(guān)心的首要問題。本文將通過實地考察以及高層管理人員訪談等方式了解A公司的基本情況以及營運情況。在了解A公司組織架構(gòu)、運作流程、市場占有率等情況的基礎(chǔ)上分析A公司產(chǎn)銷遇到的問題,以及產(chǎn)生該問題的原因。結(jié)合相關(guān)研究者對營銷管理、生產(chǎn)運作管理的研究,利用MTO理論、TOC理論、精益管理等思想找出解決A公司產(chǎn)銷矛盾的策略。本文將從A公司市場需求預(yù)測環(huán)節(jié)、生產(chǎn)運作環(huán)節(jié)、原材料采購環(huán)節(jié)、庫存控制環(huán)節(jié)、營銷環(huán)節(jié)等著手,對各個環(huán)節(jié)實施不同的優(yōu)化策略以解決產(chǎn)銷矛盾。通過科學(xué)營銷、修正績效考核等方式提高產(chǎn)品預(yù)估準(zhǔn)確率,通過產(chǎn)能管理、庫存管理、均衡出貨指標(biāo)競賽、集中排產(chǎn)等方式解決生產(chǎn)環(huán)節(jié)的問題,再對經(jīng)銷商執(zhí)行統(tǒng)一結(jié)算價、檔期列管等方式盡量減少市場需求波動帶來的風(fēng)險,最后產(chǎn)品質(zhì)量是保證所有這些策略得到有效實施的根本,所以抓緊對產(chǎn)品質(zhì)量的改進,確保流入市場的產(chǎn)品質(zhì)量得到嚴格的把關(guān)是改進措施的基本要求。文章最后對實施以上策略之后企業(yè)的績效進行了持續(xù)跟蹤,搜集企業(yè)實施策略之后的預(yù)估準(zhǔn)確率情況、庫存情況、訂單接受情況等,并對這些數(shù)據(jù)進行分析得出策略實施的效果以及進一步改進的措施,保證企業(yè)的產(chǎn)銷問題得到持續(xù)不斷地改善。
[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.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.83

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本文編號：1552351