The Research Of Lean Marketing Base On The Value Chain Theory

With the global economical pattern and system maturing, consumer's purchase behavior rationing, blind or the impulsive purchase behavior is greatly reduced compare with the past. Under this kind of situation, the tradition, simple duplicated camp marketing will no longer satisfy the enterprise's needs which create the competition superiority and maintain it. After Jerry ? Mcarthy first proposed the 4P theory in 1960, many experts scholars proposed the 4C theory, the 4R theory and the joint marketing theory etc. on this foundation. Although, because the innovation of representative's science and technology rapidly changed, the enterprise's competition intensity unceasingly intensifies, therefore, finding one kind of effective marketing pattern becomes the question which multitudinous enterprise urgently needed to solve in the new period.This article embarked from the value chain theory, after analyzed the marketing value chain and melted the lean theory into it, I proposed the lean marketing theory based on the value chain theory. After deeply analyzed of the marketing value chain, I divided the marketing value chain into three main parts. And optimized it by the lean theory to realize enterprise's marketing value chain valued increment maximization. This article divides into five big chapters carries on the elaboration.First chapter introduced the article's goal and significance, summarized the present research situation and expounded the main content and method of this article. Third chapter emphatically elaborated the lean thought's origin, characteristic, connotation as well as extends, provided the substantial theory background for the fourth chapter of elaboration. Fourth chapter is the core chapter of this article: First I made a deep level analysis on the value chain, and divided the marketing value chain into three main parts, which were product value chain, channel value chain and the service value chain; Next fused the lean theory into these three values chain, and proposed the pattern and the method of lean marketing mode based on the value chain; At last, this chapter studied the relationship between three lean marketing value chain, pointed out the problems when constructed the three lean marketing value chain. The fifth chapter is the summary which carries on to this article research content as well as the achievement.All in all, this article embarks from the value chain theory, melted the lean theory and real marketing of enterprise to launch the research, which is a certain innovation in some area. However, because of my weakness of the theory and experience, this article's research achievement also needs me to prove further in my later study and work. And I really expect this research will be helpful when the enterprise carry on their marketing.