Process and marketing planning

1 Introduction

Since the 1980s, the development of American enterprises is facing a very serious situation, the international competitors are becoming more and more powerful, and the market is becoming more and more complex. Wang's computer company, the 11th-leading computer company in the early 80, who was a http://www.aliyun.com/zixun/aggregation/16333.html in the electronic computer word processor, "> Near bankruptcy in the early 90. Pan Am, the US aviation magnate with 100% U.S. Pacific Markets and 90% Caribbean markets after World War II, became worthless in the early 90. Chrysler, one of the country's three largest carmakers, was nearly bankrupt in the early 90, under the "Lexus" and "Infinity" of Japan's new models. In this grim economic situation, American entrepreneurs and economic theorists are starting to unite to seek new breakthroughs. Led by a group of economic theorists led by Mack Hammer, the United States large and small enterprises began a wide range of enterprise process reorganization movement, and achieved brilliant results. The US economy has regained strong growth momentum and has maintained a strong position in strong international competition. Since 1994, the U.S. economy has been in steady growth, IBM's stock has been rising, driving the Dow Jones to the top of the new record, Chrysler company leaped to the three major U.S. car companies, the most profitable companies, the production of truck brakes of the company, Texas Instruments, which produce electronic instruments, and the xyrox companies that produce copiers, have revived, and the corporate process reorganization movement has converged into an irresistible torrent that has swept America's big and small businesses.

The situation faced by state-owned enterprises in our country today has much in common with the situation faced by American enterprises in the beginning of the 80 's. The development of state-owned enterprises in our country has the problems of system, mechanism and management. If China's state-owned enterprises want to occupy a place in the fierce competition of the international market, on the one hand, we must accelerate the reform of the system and mechanism, on the other hand, we should use advanced management concepts and managerial knowledge to arm the management of enterprises. This paper studies the problem of process marketing planning, and puts forward a kind of thinking and method of enterprise marketing planning with process as the center.

2 principles and methods of process marketing planning

2.1 The meaning of business process reengineering

We can think of a process as a set of integrated work, which accepts some input at one end and then processes the input effectively so that they are converted into valuable results and output at the other end. For example, the process of fulfilling an order is essentially a process of translating an order into a delivery. It begins with a description of the customer's demand for orders, and the end is delivered to the customer in the hands of the goods. The core of enterprise process reengineering theory is the revolutionary and fundamental change of the process. Mack Hammer that the reorganization of the enterprise process should pay attention to 4 points: (1) seek to "Cancel" the present method and replace it with the process of adapting to the new strategy; (2) using information technology to implement the new process; (3) Avoid designing a process that is communicated continuously among different people; (4) High goals, pursuing effective, Significant improvement in accuracy and quality.

In fact, the enterprise process reengineering theory is not a new point of view, the optimization of the process has been one of the basic content of management research. Taylor advocated division of labor, the purpose is to make the process more reasonable and faster production. Hammer's contribution is to put forward the process as a whole as the goal, the use of information technology to optimize the process, put forward a process-centric to reorganize the enterprise. The previous process optimization is mainly local, but now the process optimization is the whole.

2.2 Principles of process marketing planning

So far, marketing planning is a product-centric, its main task is to carry out market analysis, product positioning and the development of products into the target market strategy and measures, including market research, Market forecasts, marketing segmentation, product planning, price planning, distribution planning, promotional planning and so on. And the process-centric marketing planning is the enterprise's process as the center, that is, the enterprise excellent process as a product, planning its entry into the market. An excellent process can fully represent a company's strength, the process-centric marketing planning to bring the company's strength into the market, greatly enriched the enterprise marketing planning content. If citizen table industry companies in the company's marketing planning, there are two basic content: first, the company's first-class quality citizen table; The second is the company's excellent production process ——— precision machinery manufacturing. Hewlett-Packard has carefully evaluated its process and made its own lack of ability to process and assemble such small components, while developing a drive that only has a conventional CD drive of about 1/8. HP has not unwisely tried to develop such a production process, but rather to the citizen Watch Company, which is not interested in citizen products (tables), but is interested in citizen production processes. The unique charm of the citizen production process is the fabrication and automation of micro components, as well as the precision assembly of micro components. The process-centric marketing plan expands the content of enterprise marketing planning, in addition to the products, enterprises can realize that the factors that enter into the market include the excellent process, enlarge the space of the enterprise's development in the market, improve the market competition ability of the enterprise, and provide a new way for the enterprise to survive and develop in the market.