Study On Marketing Process Reengineering For Manufacturing Enterprise

With the developing of science and technology, computer and internet technology being used broadly, products' lifespan are becoming shorter and shorter, customers demands present various, and the competitions among enterprise are becoming more drastic. Even more, the competitions among single enterprise have transformed new forms among supply chain. What measure do the manufacturer take to challenge new marketing circumstance? How do we rethink the present marketing process by using reengineering theory? Based on the analysis of the new situation manufacturers face with, the thesis suggests that existed marketing process should be reengineering.The dissertation studies manufacturer marketing process reengineering from the perspectives of theoretical research, application design, and practiced applied. It concludes eight sections.First, It mainly studies correlative basic theories about marketing process reengineering. The theory about reengineering is analyzed by using economics and philosophy in order to find its value. Besides, it constructs model about marketing process and activities in order to find the method how to implement Finally, It demonstrates it is necessary to establish collaboration between members marketing channel through constructing games model.Second, marketing process is diagnosed by analyzing marketing process and organization, and then, the question in marketing process is thanked out, last, ways and means of marketing process reengineering is put forward.Third, the framework of marketing process reengineering is put forward according to the ideology and principle for MPR. Marketing information systems, supplying chain, logistics and CRM is designed for new marketing process to ensure realization for re-design marketing process. Then, new model of marketing process is given on the basis of new process.Forth, marketing performance mechanism is analyzed in that marketing effect need to be evaluated in reengineering. Therefore, marketing performance evaluating index systems is constructed and the evaluating method is given.Fifth, reengineering steps, ensuring and advice for manufacturers is put forward on the study above chapters.Last, the conclusion carried out as above is put into practice in Dong Feng Special Truck Corporation to testify the conclusion.