Process Reengineering Of Central Air Conditioning Marketing Organization In Haier Group

Business Process Reengineering theory was born20years ago, it hashad a very important influence. Foreign enterprises started earlier. InChina, Haier Group undertake its own development strategy ofinternationalization stage in1999,and started its market_chain processreengineering. So-called strategic decided to organization, in2010, inorder to meet his fifth stage of strategic, he began a new a processreengineering, based on individual-goal combination and independentmanagement body.In this period, the process reengineering of Haier centralair-conditioning marketing organization emerged, from December2011tothe end of August2012, about nine months. Haier central air conditioningsales revenue growed of21%in2012, it is the benefit from the processreengineering. Other sectors of Haier central air conditioning, such asservices, supply chain started the process reengineering then.First, the article describes the background and reasons of the processreengineering, including case enterprise organizational status, processstatus, the main problems and the new strategic path. The marketconditions of Haier central air conditioning declined year by year, themarketing department is going away far from the needs of users, then itwill gradually lose its dominance only.Then, the article describes the principles, methods and processes ofthe process reengineering. The main principles are: the enterprisewithout boundaries, the management without leadership and the supplychain without limited. Methods and ways are mainly the following fourpoints: specialization peel, large-scale integration, streamlineoperations, and market-oriented service. The process is divided into thefollowing seven steps, including consumer behavior analysis, leadingplanning, analyse of organizational state, the preliminary processreengineering, the deep process reengineering, precision marketingadjustment process, freeze the results.Finally, the article describes the protection measures, including thehuman resources, the concept of innovation, the assessment of achievement,and the applications of information technology.