Industrial Enterprises Lean Marketing Research

With the development of market economy, the competition between enterprises becomes particularly fierce, enterprise’s marketing particularly important. Nowadays, a lot of enterprises put in a lot of resources to the marketing work, but obtained benefits are not so good. Enterprise want to marketing input of as little as possible to obtain larger gains, the lean marketing is especially important.The products of supplier for Industrial Enterprises(SIE) are sold direct industrial enterprise. SIE is different from other business in customer relationship, distribution channel, promotion mode, price strategies etc. these differents decided the lean marketing path are unique.The thesis will use the case of Yangzhou SANYE Radiator Co., LTD, which is a typical SIE, from2005consciously begin to implement the lean marketing. for the research of the lean marketing. The study will not only provides some meaningful guideline for SANYE, but also will give some valuable indication for the same company in the industry.The thesis includes four chapters. Chapter one is an introduction, which described the background and significance of this study with the summary of the current research in this field. The main contents, methods, possible innovation and deficiencies have also been included in this chapter. Chapter two is the core part of this paper. The leaning thinking has been expounded firstly, which is the fundamental theory of lean marketing and then the detailed analysis and study on how to implement the lean marketing for SIE have also been undertaken. Chapter three is a case study of Yangzhou SANYE Radiator Co., LTD, which gives an introduction and study on how the company implemented the lean marketing. Chapter four is a conclusion for the whole thesis with the future research been prospected.The conclusion of this thesis is:the SIE shall analyze the characteristics of the industry and select a target market by using market segmenting. Secondly, a suitable marketing mix of quality, cost, reaction and relations shall be implemented in accordance with its characteristics. Thirdly, the customer value shall be improved when implementing marketing. Fourthly, lean marketing shall be used to maximize the earnings of the enterprise by managing the account receivable, performance evaluation of sales people and planning of inventory.