Study On BPR In Marketing System Of CHANGYU Company

With the rapid pace of globalization and the immense information-based exploration,the environment for companies becomes much tougher.They have to face the challenges not only from domestic market but from international side.In this scenario,individual demands and services turn to take the mainstream,and invisible services together with brand strategy also plays a more significant role,the competition diversified.For a response,companies tend to improve their products and services,and reduce cost as much as possible in a bid to win a core competence.CHANGYU is a famous wine producer with a more than hundred years of history.It constructed a three-leveled marketing system since stock division reform,by which it made a stronger sale performance.Its annual report showed,the revenue in 2011 increased approximately 6 times more than that in 2001 by 6 billion.But in recent years,the general conditions were facing an economic stagnation which partly attributed to the global economic crisis.Meanwhile,the new policy of anti-corruption had been exerting much negative influence on its sale.Revenue and net profit were both seeing a downturn.The more important aspect is when they take a look on its inner part,the issues like unscientific business process,unreasonable organization structure were hanging back further development.In order to fit to new opportunities and policy environment,CHANGYU decided to reengineer its business process in term with marketing system.The article took use of the study methods including of experts interview,literature research as well as case analysis.Firstly,it introduced the basic background of CHANGYU and demonstrated on key issues related to business process reengineering and organization structure.Then made a specific review over the status quo of business process regarding to marketing system,afterwards,it argued to redesign that business process and made an adjustment on organization structure,at last,provided the detailed executing plan.