Research On The Lean Marketing System And Key Technologies Based On Value Chain

As the era of globalization of marketing has changed, if the enterprises still use thetraditional marketing mode of thinking, maybe it will just out of "price competition" abyss,but into a "creative marketing" quagmire, which is like a young enterprise going on the edgeof a cliff, making the enterprise long-term business quite dangerous. And Chinese enterprisesin the21st century is facing more complicated competition environment, purelyproduct-oriented thinking had been unable to promote healthy growth and sustainedprofitability, companies must be in a new way of thinking on marketing. Under such abackground, this paper puts forward a new marketing system, and the key technologies in thesystem were studied.Firstly, related theories of value chain, marketing, lean and customer value are discussed.This lays a solid theoretical basis for the research.Secondly, to build a lean marketing system based on the value chain. Market, cost andmanagement are major factors driving companies to pursue lean marketing. And then pointsout the advantage of the lean marketing than traditional marketing mainly focused oncustomer-centric value, eliminating waste, personnel and corporate culture, resourcesintegration, etc. And this paper makes the value chain and lean marketing coupled in order tobuild lean marketing system based on value chain. From the perspective of customer value,the system is main analysis from the value of the discovery, the value of creation, valuedelivery, value and maintaining communication (customer relationship management). What’smore, the operation of the marketing system is analyzed and puts forward the system of thePDCAcycle.Finally, the key technologies research based on lean marketing system. Key technologiesresearch for lean marketing system can solve the problem about key marketing system how toproperly carry out and play the overall effectiveness of the entire marketing system, lay thefoundation for maximizing corporate value and provide a strong guarantee. In the customerdemand for mining research, this paper analyses the process and the value of customer needsmining, uses QFD as a critical technology to build customer demand information optimizationmodel and establishes the mathematical model of optimization, which ensures the effectivecustomer demand mining. What’s more, it establishes decision-making process model ofmarketing management using the method of quality function deployment (QFD), which madethe uncontrollable customer needs into controllable marketing management elements. Afterthat, the paper analyzes six dimensions of lean enterprise marketing management indicators,and is coupled to the enterprise operational level by the balanced scorecard. Build customerrelationship management framework of the lean marketing system and analyze the resourcesintegration and marketing added value, which can make two-way communication withcustomers and create a win-win business with customers.The research presents lean marketing theory, and establishs the lean marketing systembased on lean chain, which is a new paradigm of marketing research. Applying this lean marketing system into enterprises’ marketing practice will help to prove the efficiency ofmarketing, inspire enterprises’profitability.