Study On Design Of Integrated Marketing And Production Planning Mode For A Company

Since the reform and opening up,with the rapid change of policy,economy,globalization,technology development and other environments,and with the expansion of customer scope and the rapid growth of product differentiation demand,the integrated production and marketing enterprises which are good at large-scale production and large-scale sales started in the industrial era participate in the all-round competition of online channel,offline channel and overseas channel in the new competition stage.Their marketing strategy has changed greatly,the customer demand has increased significantly,the advantage of self owned supply chain has stagnated in large-scale production mode,and the supply chain strategy and marketing strategy are no longer fully matched.How to break through the old advantages,carry out active transformation and achieve greater success in the future is an inevitable problem for such enterprises.With the development of the times,great changes have taken place in three dimensions of supply chain plan management.First,the scope of supply chain plan management has evolved from narrow sense purchase and production plan to an integrated decision-making and implementation plan system of integrated management,such as comprehensive business plan,sales demand plan,production plan and purchase plan,which will more quickly respond to market demand as plan management.Secondly,the response mode of supply chain after large-scale production and distribution by inventory is no longer the best way for enterprises to obtain greater benefits.It is a new exploration direction to improve the supply chain plan of MTO mode with the customer-order-decoupling-point(CODP)moving forward.Finally,the development of information system and Internet makes a lot of decision information synchronous.It can be transferred to all parts of the supply chain to make supply chain planning and decision simultaneously,and give MTO a new context under the development of the times and technology.A company is a typical integrated enterprise of sales and production.Its supply chain planning management adopts the integrated planning mode of sales and production planning.This paper analyzes the changes of A company’s external competitive environment and its own business structure,compares the product concentration trend of other representative enterprises in the industry,explains that A company’s marketing strategy is no longer matched with the supply chain strategy,and discusses the necessity of A company’s marketing and production integration plan transferring from the MTS mode to the MTO mode,but considers the characteristics of TV production and A company’s own channel and product layout,the paper puts forward the design idea of integrated marketing and production planning mode,which is to implement the mixed mode of MTS+MTO at the present stage,and gradually go to the mode of MTO.Referring to the process level of SCOR model,this paper designs the overall planning mode of A company under the new situation.It takes the forward movement of CODP as the main explicit starting point,distinguishes according to the product classification and channel characteristics.In the case of not having all businesses to implement the MTO mode,it proposes to implement the mixed mode of MTS+MTO.According to the operation mode,update the product range of MTO mode or MTS mode every quarter,and focus on the change of MTO mode which is different from the existing mode,which is systematic from business process design,relevant management mechanism,preparation elements,change of underlying management rules and adaptation of work mode In this paper,A company’s specific landing plan of moving from MTs to MTO is described.