HC供应链管理公司营销策略研究
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摘要
虽然国际金融风暴所带来的危害还远没有结束,但是国际贸易在中国的国民经济的比重还是依然坚挺。多年来作为中国国民经济的三大支柱之一的国际贸易得到了前所未有的发展,从而带动了整个供应链管理市场的兴盛和繁荣,吸引了众多参与者投资成立了大量的进出口公司和供应链物流公司。同时,供应链管理的市场环境日渐复杂、市场竞争日趋激烈,用白热化形容也不为过。市场定位不准确、服务产品缺乏特色、营销理念陈旧、管理模式落后的现状导致了许多传统意义上的进出口公司,货运代理公司的经营效益非常不乐观。怎样才能在提供类似产品与物流服务的大批竞争对手中一枝独秀,恰恰为本文研究的根本目的。
本文将HC供应链管理公司选作为分析对象,综合服务营销理论、企业经营战略、运用市场营销理论等诸多理论,在多方了解,把握大量真实数据资料的情况下,深入结合实际情况进而对其营销策略进行探讨。力求通过对HC供应链管理公司的个案的分析和讨论,找到一整套供应链管理公司在实际运行当中可以为之借鉴的营销策略的分析、制定以及实施的常态化模式。
本文首先介绍了HC供应链管理公司的内部基本状况、外部环境现状,现有的营销手段以及当前所存在的各种问题,已达到充分明确本篇论文分析的主要目标；其次,开始对对该供应链管理公司的整个外部、内部营销环境进行深入分析,主要运用SWOT分析法来对供应链管理公司现有的和潜在的机会与威胁、优势与劣势进行分析,由此而得出该公司最基本的营销策略；再次,为了能够正确的再次选准目标市场并且修正原先不那么明确的市场定位,对供应链管理公司的客户市场用STP理论进行市场细分；最后,用7Ps的服务营销策略组合作框架,根据4Rs、4Cs两大营销理念,为HC供应链管理公司量身定制出与其生存环境相符的营销策略；再有,着眼于信息时代的未来发展总趋势,更进一步提出了供应链管理公司要迅速实施电子商务营销这项全新的营销策略。文章结尾为了能使以上各项策略的功能充分发挥,真正能在工作中被落实,针对各个职能人员和部门,从ERP管理保障、业务流程、人力资源保障与薪酬方案、管理组织架构、技术保障等五个方面规划了营销组织保障。
本篇文章结合了营销策略制定,策略实施的组织保障等相关手段,以笔者在多年工作中所触及到的大量实际案例为分析依据。因此该营销管理的探索,不仅在本行业内有实际应用价值,且对其他涉及进出口业务的企业、生产型企业均有一定参考意义。
Although the damage of the global financial crisis still exists, the proportion of the international trade in China's national economy remains strong. As one of the three pillars of China's national economy, international trade has been unprecedentedly developed over years, resulting in the prosperity of the market of the supply chain management, attracting many participants to invest in establishing lots of import and export companies and supply chain companies. Meanwhile the market of the supply chain management becomes so increasingly complex and competitive that it wouldn't be excessive to use intense to describe it. Inaccurate market positioning, lack of service product characteristics、old concepts of business sales and outdated management patterns are the main causes of the current situation that many traditional import and export companies and freight forwarders fail to get satisfied business benefits. How to stand out among the rivals which have similar products and logistics services is precisely the fundamental purpose of this study.
Here I take the HC supply chain management company as the analysis object, by summarizing its sales business theory and strategies and using marketing business theories to investigate its business sales strategy with the real data and the understanding of its actual situation. By discussing and analyzing the case of HC supply chain management company I strongly hope to find a whole regular pattern to analyze、formulate and implement business sales strategy which can be learned by all the supply chain management companies during their actual operations.
In the beginning of the study I introduced the basic situation of the HC company both inside and outside、means of business sales and the existing problems to make clear the main purpose of the study. After the introduction is the in-depth analysis of the HC company's business environment both inside and outside, mainly using the SWOT analysis to study HC's potential opportunities、threats、advantages and disadvantages so that we can conclude the basic sales strategy. Then to choose the right target market and to correct the former obscure market positioning, I used STP theory to classify the customers in the market of the HC company. At last, by using7Ps service business sales policy group cooperation framework, and based on the4Rs4Cs two main sales theories, I tailored business sales strategy for HC supply chain company to fit its living environment. Furthermore, I focused on the general trend of the development of the information age and raised that supply chain management companies should quickly carry out the e-commerce sales strategy and logistics culture sales strategy. At the end of the study, I planned business sales group indemnity including the ERP management security, business processes, human resources, security and remuneration package, management structure, technical support to make the above strategies into full play.
The study is based on the business sales strategy, the group indemnity of the strategy implement and other related means also a great number of real cases I experienced during the years of work. Therefore this exploration of business sales management has its practical value in its own field but also some reference to the import and export related enterprises
本文将HC供应链管理公司选作为分析对象,综合服务营销理论、企业经营战略、运用市场营销理论等诸多理论,在多方了解,把握大量真实数据资料的情况下,深入结合实际情况进而对其营销策略进行探讨。力求通过对HC供应链管理公司的个案的分析和讨论,找到一整套供应链管理公司在实际运行当中可以为之借鉴的营销策略的分析、制定以及实施的常态化模式。
本文首先介绍了HC供应链管理公司的内部基本状况、外部环境现状,现有的营销手段以及当前所存在的各种问题,已达到充分明确本篇论文分析的主要目标；其次,开始对对该供应链管理公司的整个外部、内部营销环境进行深入分析,主要运用SWOT分析法来对供应链管理公司现有的和潜在的机会与威胁、优势与劣势进行分析,由此而得出该公司最基本的营销策略；再次,为了能够正确的再次选准目标市场并且修正原先不那么明确的市场定位,对供应链管理公司的客户市场用STP理论进行市场细分；最后,用7Ps的服务营销策略组合作框架,根据4Rs、4Cs两大营销理念,为HC供应链管理公司量身定制出与其生存环境相符的营销策略；再有,着眼于信息时代的未来发展总趋势,更进一步提出了供应链管理公司要迅速实施电子商务营销这项全新的营销策略。文章结尾为了能使以上各项策略的功能充分发挥,真正能在工作中被落实,针对各个职能人员和部门,从ERP管理保障、业务流程、人力资源保障与薪酬方案、管理组织架构、技术保障等五个方面规划了营销组织保障。
本篇文章结合了营销策略制定,策略实施的组织保障等相关手段,以笔者在多年工作中所触及到的大量实际案例为分析依据。因此该营销管理的探索,不仅在本行业内有实际应用价值,且对其他涉及进出口业务的企业、生产型企业均有一定参考意义。
Although the damage of the global financial crisis still exists, the proportion of the international trade in China's national economy remains strong. As one of the three pillars of China's national economy, international trade has been unprecedentedly developed over years, resulting in the prosperity of the market of the supply chain management, attracting many participants to invest in establishing lots of import and export companies and supply chain companies. Meanwhile the market of the supply chain management becomes so increasingly complex and competitive that it wouldn't be excessive to use intense to describe it. Inaccurate market positioning, lack of service product characteristics、old concepts of business sales and outdated management patterns are the main causes of the current situation that many traditional import and export companies and freight forwarders fail to get satisfied business benefits. How to stand out among the rivals which have similar products and logistics services is precisely the fundamental purpose of this study.
Here I take the HC supply chain management company as the analysis object, by summarizing its sales business theory and strategies and using marketing business theories to investigate its business sales strategy with the real data and the understanding of its actual situation. By discussing and analyzing the case of HC supply chain management company I strongly hope to find a whole regular pattern to analyze、formulate and implement business sales strategy which can be learned by all the supply chain management companies during their actual operations.
In the beginning of the study I introduced the basic situation of the HC company both inside and outside、means of business sales and the existing problems to make clear the main purpose of the study. After the introduction is the in-depth analysis of the HC company's business environment both inside and outside, mainly using the SWOT analysis to study HC's potential opportunities、threats、advantages and disadvantages so that we can conclude the basic sales strategy. Then to choose the right target market and to correct the former obscure market positioning, I used STP theory to classify the customers in the market of the HC company. At last, by using7Ps service business sales policy group cooperation framework, and based on the4Rs4Cs two main sales theories, I tailored business sales strategy for HC supply chain company to fit its living environment. Furthermore, I focused on the general trend of the development of the information age and raised that supply chain management companies should quickly carry out the e-commerce sales strategy and logistics culture sales strategy. At the end of the study, I planned business sales group indemnity including the ERP management security, business processes, human resources, security and remuneration package, management structure, technical support to make the above strategies into full play.
The study is based on the business sales strategy, the group indemnity of the strategy implement and other related means also a great number of real cases I experienced during the years of work. Therefore this exploration of business sales management has its practical value in its own field but also some reference to the import and export related enterprises
引文
2 Robert D. Reid and David C. Bolanic. Hospitality Marketing Management (third edition)[M], John Wiley&Sons, Inc.,1997.6.
3菲力普·科特勒.市场营销管理[M],第十三版.人民大学出版社,2009.
4维克多·密德尔顿.旅游营销学[M],向萍等译,中国旅游出版社,2001.
5张剑,饶琦.营销理论的变迁与发展[J].社科纵横(新理论版),2008,(02)
6刘红英.新世纪的市场营销理论[J].山西财经大学学报,2008,(S1).
7蔡新村,黄寿德.现代市场营销[M].中山大学出版社,2000.
8李强,于宁.酒店市场营销学[M],大连.东北财经大学出版社,1999.
9李强,于宁.酒店市场营销学[M],大连.东北财经大学出版社,1999.
10李江帆.服务产品的概念[J].新经济杂志,2005,(04)
11杨海娜.针对服务产品基本特性的营销策略分析[J].现代企业教育,2008,(10).
14姚作为.透视服务营销的分析框架[J].南方经济,2005,(03).
15潘成云.战略营销管理理论：一个分析框架[J].当代财经,2006,(09).
16杨海娜.针对服务产品基本特性的营销策略分析[J].现代企业教育,2008,(10).
17特伦斯.整合营销沟通[M].中信出版社,2003.
[1]关于阿里巴巴[EB/OL]. http://page.china.alibaba.com/shtml/about/ali_groupl.shtml
[2]Robert D.Reid and David C.Bolanic. Hospitality Marketing Management (third edition)[M], John Wiley&Sons,Inc.,1997.6.
[3]菲力普·科特勒.市场营销管理[M],第十三版.人民大学出版社,2009.
[4]维克多·密德尔顿.旅游营销学[M],向萍等译,中国旅游出版社,2001.
[5]张剑,饶琦.营销理论的变迁与发展[J].社科纵横(新理论版),2008,(02)
[6]刘红英.新世纪的市场营销理论[J].山西财经大学学报,2008,(S1).
[7]蔡新村,黄寿德.现代市场营销[M].中山大学出版社,2000.
[8]李强,于宁.酒店市场营销学[M],大连.东北财经大学出版社,1999.
[9]同[8]
[10]李江帆.服务产品的概念[J].新经济杂志,2005,(04).
[11]杨海娜.针对服务产品基本特性的营销策略分析[J].现代企业教育,2008,(10).
[12]供应链管理[EB/OL]. http://baike.baidu.com/view/10365.htm
[13]上海概况[EB/OL].http://baike.baidu.com/view/1735.htm
[14]姚作为.透视服务营销的分析框架[J].南方经济,2005,(03).
[15]潘成云.战略营销管理理论：一个分析框架[J].当代财经,2006,(09).
[16]同[11].
[17]特伦斯.整合营销沟通[M].中信出版社,2003.
[18]董安邦,廖志英.供应链管理的研究综述[J]工业工程,2002,(05).
[19]葛仁良,魏雪君.电子商务对供应链管理的影响[J]商业研究,2002,(17).
[20]孟晓明.电子商务供应链管理与传统供应链管理的比较[J]中国管理信息化,2006,(03).
[21]李令遐.ERP及供应链管理实质[J]中国电力企业管理,2006,(06).
[22]傅德彬,鲁晓莹,刘强.ERP实施宝典[M].北京：国防工业出版社,2004.
[23]格罗鲁斯.服务管理与营销[M].韦福祥译.电子工业出版社,2008.
[24]贺盛瑜,刘运花.电子商务时代企业ERP系统的建设[J].商业研究,2004/07.
[25]赵俊明.浅谈营销管理和关系营销[J].科学之友(B版),2007.12.
[26]颜建洲.服务营销打造顾客满意[J].江苏商论,2004.4.
[27]周林.体验经济时代的市场营销新思维[J].市场经济研究,2005.4.
[28]向欣.中国企业供应链管理现状及主要问题[J]中国流通经济,2004,(03).
[29]左仁淑.关系营销：服务营销的理论基础[J].四川大学学报(哲学社会科学版),2004.4.
[30]冯鹏义.基于顾客价值的战略营销模式构建[J].经济问题,2008.7.
[31]特伦斯.整合营销沟通[M].中信出版社,2003.
[32]冯鹏义.基于顾客价值的战略营销模式构建[J].经济问题,2008.7.
[33]左仁淑.关系营销：服务营销的理论基础[J].四川大学学报(哲学社会科学版),2004.4.
[34]颜建洲.服务营销打造顾客满意[J].江苏商论,2004.4.
[35]赵俊明.浅谈营销管理和关系营销[J].科学之友(B版),2007.12.
[36]Cox.F, Dale. Service quality and e-commerce:an exploratory analysis[J].Managing Service Quality,2001.11.
[37]De Tinenne, K.B. Toward a model of effective knowledge management and directions for future research:culture, leadership, and CK0s[J].Journal of Leadership & Organizational Studies,2004.10.
3菲力普·科特勒.市场营销管理[M],第十三版.人民大学出版社,2009.
4维克多·密德尔顿.旅游营销学[M],向萍等译,中国旅游出版社,2001.
5张剑,饶琦.营销理论的变迁与发展[J].社科纵横(新理论版),2008,(02)
6刘红英.新世纪的市场营销理论[J].山西财经大学学报,2008,(S1).
7蔡新村,黄寿德.现代市场营销[M].中山大学出版社,2000.
8李强,于宁.酒店市场营销学[M],大连.东北财经大学出版社,1999.
9李强,于宁.酒店市场营销学[M],大连.东北财经大学出版社,1999.
10李江帆.服务产品的概念[J].新经济杂志,2005,(04)
11杨海娜.针对服务产品基本特性的营销策略分析[J].现代企业教育,2008,(10).
14姚作为.透视服务营销的分析框架[J].南方经济,2005,(03).
15潘成云.战略营销管理理论：一个分析框架[J].当代财经,2006,(09).
16杨海娜.针对服务产品基本特性的营销策略分析[J].现代企业教育,2008,(10).
17特伦斯.整合营销沟通[M].中信出版社,2003.
[1]关于阿里巴巴[EB/OL]. http://page.china.alibaba.com/shtml/about/ali_groupl.shtml
[2]Robert D.Reid and David C.Bolanic. Hospitality Marketing Management (third edition)[M], John Wiley&Sons,Inc.,1997.6.
[3]菲力普·科特勒.市场营销管理[M],第十三版.人民大学出版社,2009.
[4]维克多·密德尔顿.旅游营销学[M],向萍等译,中国旅游出版社,2001.
[5]张剑,饶琦.营销理论的变迁与发展[J].社科纵横(新理论版),2008,(02)
[6]刘红英.新世纪的市场营销理论[J].山西财经大学学报,2008,(S1).
[7]蔡新村,黄寿德.现代市场营销[M].中山大学出版社,2000.
[8]李强,于宁.酒店市场营销学[M],大连.东北财经大学出版社,1999.
[9]同[8]
[10]李江帆.服务产品的概念[J].新经济杂志,2005,(04).
[11]杨海娜.针对服务产品基本特性的营销策略分析[J].现代企业教育,2008,(10).
[12]供应链管理[EB/OL]. http://baike.baidu.com/view/10365.htm
[13]上海概况[EB/OL].http://baike.baidu.com/view/1735.htm
[14]姚作为.透视服务营销的分析框架[J].南方经济,2005,(03).
[15]潘成云.战略营销管理理论：一个分析框架[J].当代财经,2006,(09).
[16]同[11].
[17]特伦斯.整合营销沟通[M].中信出版社,2003.
[18]董安邦,廖志英.供应链管理的研究综述[J]工业工程,2002,(05).
[19]葛仁良,魏雪君.电子商务对供应链管理的影响[J]商业研究,2002,(17).
[20]孟晓明.电子商务供应链管理与传统供应链管理的比较[J]中国管理信息化,2006,(03).
[21]李令遐.ERP及供应链管理实质[J]中国电力企业管理,2006,(06).
[22]傅德彬,鲁晓莹,刘强.ERP实施宝典[M].北京：国防工业出版社,2004.
[23]格罗鲁斯.服务管理与营销[M].韦福祥译.电子工业出版社,2008.
[24]贺盛瑜,刘运花.电子商务时代企业ERP系统的建设[J].商业研究,2004/07.
[25]赵俊明.浅谈营销管理和关系营销[J].科学之友(B版),2007.12.
[26]颜建洲.服务营销打造顾客满意[J].江苏商论,2004.4.
[27]周林.体验经济时代的市场营销新思维[J].市场经济研究,2005.4.
[28]向欣.中国企业供应链管理现状及主要问题[J]中国流通经济,2004,(03).
[29]左仁淑.关系营销：服务营销的理论基础[J].四川大学学报(哲学社会科学版),2004.4.
[30]冯鹏义.基于顾客价值的战略营销模式构建[J].经济问题,2008.7.
[31]特伦斯.整合营销沟通[M].中信出版社,2003.
[32]冯鹏义.基于顾客价值的战略营销模式构建[J].经济问题,2008.7.
[33]左仁淑.关系营销：服务营销的理论基础[J].四川大学学报(哲学社会科学版),2004.4.
[34]颜建洲.服务营销打造顾客满意[J].江苏商论,2004.4.
[35]赵俊明.浅谈营销管理和关系营销[J].科学之友(B版),2007.12.
[36]Cox.F, Dale. Service quality and e-commerce:an exploratory analysis[J].Managing Service Quality,2001.11.
[37]De Tinenne, K.B. Toward a model of effective knowledge management and directions for future research:culture, leadership, and CK0s[J].Journal of Leadership & Organizational Studies,2004.10.