Research On Problem Solving Strategy For YF Company Umbilical Cord Blood Marketing Project Team

Umbilical cord blood stem cell storage has gradually been attained the country,society and family’s attention,and cord blood bank has been set up in Beijing,Tianjin,Shandong,Shanghai,Guangdong,Sichuan and Zhejiang.YF Company relies on local enterprises’ strong technical strength and scientific research strength,and establishes bio-engineering technology companies throughout the country,and develops related international hospital.Umbilical cord blood storage need to obtain the consent of the hospital,pregnant women.Marketing staff need to cooperate with the technical staff after sampling,but the current improper relationships between stakeholders restrict on the success rate of marketing projects and efficiency,so getting the cooperation of stakeholders becomes YF Company umbilical cord blood marketing project team’s goal.This paper combs the marketing literature,stakeholder theory and performance appraisal literature.Marketing project team formation and stakeholder relations is the theoretical basis of this paper.Then introduced the YF company and umbilical cord blood marketing project process,clear the reasons which limits marketing project success that lack of effective incentive within the project team,the project members neglected the connection with the hospital,the lack of control of the progress of the project,and the marketing team sampling work is not in place to increase the workload of the technical team.The above problems were from inside and outside the team.Therefore,the solution to this problem needs to start from both internal and external perspectives.According to the theory of marketing project team formation,the key to the internal problems of the project team is that the team members’ configuration,communication mechanism and incentive measures.Combined with the characteristics of the umbilical cord blood marketing project,put forward the criteria of member selection,and training methods.Combined with the performance appraisal theory,designed performance evaluation indicators with the characteristics of the project.Finally,according to the stakeholder theory,as the basis for dealing with external problems of the team.For the outside of the team from the company,technical departments and hospitals to solve the problem.Established the reporting mechanism between project team and the company,the company uses strategic control for project work.Increase the supervision of team members sampling work,reduce the rework of the technical department,and the technical department feedback as a team member performance evaluation indicators.The cooperation between company’s seniors with the hospital builds a relationship with the hospital to facilitate the development of marketing projects.Team members pay attention to the communication with the medical staff such as communication frequency,content,methods to maintain good relations of cooperation.Finally,from the perspective of failure rate,satisfaction rate,and effectiveness,the results of the above measures are analyzed.The results show that the contradictory relationship between the team and the outside is effectively alleviated,and the project success rate and work efficiency are greatly improved.This paper summarized the characteristics of cord blood marketing project,which became the basis of this study.Designed marketing team performance appraisal system which met the characteristics of the enterprise.Joined the technical department of the feedback indicators.Through the performance appraisal to achieve the incentive to the project members.It was pointed out that the emphasis on the selection of performance appraisal indicators in the performance appraisal mechanism and the psychological changes of the members in the process of communication between the team leader and the member.Changed the relationship between the project members and senior executives,technical departments and hospitals.Solved the problem which limit the success rate of umbilical cord blood marketing project of YF Company,and provided reference value for the stakeholder management in the same industry.