A Study On The Marketing Innovation Of Daying Enterprise

Daying Chemical Ltd. Company, a medium-sized plant producing polyurethane leather resin, is developing on a large scale and transforming its business management from the extensive style to the modern mode. In the course of their rapid development, these enterprises, which are simply composed of technology department, production department and sale department, desire to change themselves into modern ones with full branches and complete functions, and especially to reform the casually organized and function-confused marketing system. But how to transform these sales-leading enterprises? Through the detailed analysis of Daying Company and other studies on the problem, this thesis unfolds the writer's own views on the reforms of the marketing management in an industrial enterprise, which in the writer's opinion ought to be shifted to the customer-leading relation marketing management, for the traditional combinatorial theory of 4P marketing management, which lays too much stress on short-term returns and the selling itself, is more suited for the market of consumer goods.This thesis firstly expounds the details and the peculiarities of the reforms on the marketing management of Daying Company, and at the same time presents the company's internal operation and its external environment of management. Then through the theory of relation marketing and the analysis of the company's current situations on the marketing and service system, the writer believes the company ought to be made a series of trans-functional and inter-departmental adjustments for the customers, which includes the measures and means of establishing new marketing system, combing chief functional departments, setting up customer managing groups and carrying out standardized management. The final summary and analysis on the positive results of the reform show clearly the directions of further changes of the marketing system, which means the target consumers can be expanded from the consumers themselves to those who are closely related with the consumers, including their suppliers, their own consumers and as well as their business rivals.