Research On The Marketing Process Reengineering Of Foreign Trade-oriented Small And Medium-sized Manufacturing Enterprises Under The E-commerce Model

Business Process Reengineering theory provides a powerful tool to the enterprise business management.After 30 years developing,the theory is now being widely recognized and more and more people know its value.BPR works to improve the enterprise management,optimize the operation processes.In recent years,the E-commerce grows rapidly in worldwide,there are many domestic and foreign scholars research the E-commerce and the relationship between E-commerce and its enterprise management.Research mainly focuses on the business model and its operation.Less research was made on how the company manages the transition from traditional business to E-business mode,and analyzes the influence as well as solution.Small and medium-sized manufacturing enterprises that operate exporting business,the management system and business model is no longer fit the new demand under the background of E-commerce marketing.Based on this background,the article attempts from the impacts that business model transition gives to orient the reasons that these impacts are generated.And explore a feasible marketing process reengineering method of from the process architecture direction.The article begins with an overview,which briefly introduces the research background.The article presents the external environment and internal environment factors,the development opportunity brought by the new business model to encourage the enterprises switch to E-commerce.Also,introduces the research methods and contents,mainly through the empirical analysis and case analysis to discuss the route of marketing process reengineering;Followed by theoretical basis and literature review,two main theories are referred.One is the BPR(Business Process Reengineering theory),which improves and enhances business process through comprehensive thinking and works,provides a basis for optimize the management framework and was demonstrated an effective way in many companies.Another theory is the E-commerce theory,provides the emergence and development of E-commerce,operation and future development are also expounded.In the part of reason study and research,the impacts that new E-commerce marketing model brings to management are approached.The analysis also points out the reason that results in these impacts when small and medium-sized manufacturing enterprises develop E-commerce in domestic market.Firstly,studies the background and current situation of these enterprises,including the Process Management status.Secondly,analyze the value chain,and impacts that the main marketing aspects result from E-commerce model,such as market investigation,new product development,pricing,promotion layout,customer relation management,etc.Thirdly,look into these impacts and find the real causes.Aiming to resolve the problems that new E-commerce model brings,the article proposes a marketing process reengineering methodology.Following the process reengineering procedure to explore the process,set up the process frame,presentation of new value chain,discussion of new organization and the performance management.Through an example that A company ran the marketing process reengineering when it developed E-commerce business model in domestic,the article presents an entire practice.The practice demonstrates the methodology of process reengineering,describes how A company thinks about the program and works on the areas to establish its new E-marketing process system.