Research On Management Optimization Of Marketing Service Procurement For CB Company

Nowadays the competition in the global market is becoming increasingly fierce,which has become an irreversible trend.Customer needs are diversified;technology progresses with each passing day,competitive products constantly emerge;the time for a production cycle is becoming shorter.Developed countries have already shifted the focus of national economic development to service economy,and the more developed the region is,the greater the proportion of service industry in the economy will be.Domestically,as the proportion of services in GDP has gradually increased in recent years,the importance of service procurement in enterprises has also been rising.The effectiveness of the procurement management of marketing service whose cost accounts for a large proportion of the cost of service procurement,which has a great impact on profits and brands of enterprises.This is a huge opportunity for the company procurement managers to dig potential and increase efficiency,and the opportunity is still in the process of expanding.However,recognizing an opportunity does not mean seizing the opportunity.Unlike direct material procurement and other indirect procurement categories,marketing is neither a science nor an art.Procurement of marketing services itself faces many problems such as market change in fast speed,low degree of the involvement of procurement department,diversified standards and uncertain scope.Besides,as an industry taking products and services as well as creative output as its major business,how does marketing avoids procurement relevance and other problems coming along with the peculiarity of products and services? All of above have become challenging problems in the field of marketing category procurementAs a subsidiary of CBG Group in China,CB Company has fully adopted the unified management system of marketing procurement and process architecture of the global parent company.However,in the process of domestic localization,a variety of procurement management problems were very prominent,especially in marketing services.First of all,the basic situation of CB’s management of marketing procurement is analyzed,and the shallow problems in the procurement management are found through the investigation,and the deeper problems are dug out.The shallow problems are mainly reflected in inadequate supplier management、lacking of procurement strategic Differentiation 、low procurement efficiency.Continue probing into problems and summarize the corresponding deep-rooted problems,such as imperfect incentive mechanism to evaluate supplier,lack of classified procurement strategy management,unsuitable procurement management model and weak standardized management.Secondly,in view of the problems found,combined with supply chain strategy and procurement management theory,the design of incentive mechanism strengthens the supplier management;categories are set and managed according to Kraljic matrix model and the management applying differentiated procurement strategy is implemented;the optimized design standardizes the management of service demand,improves the the level of suppliers management and realizes the sharing of information in each link of procurement.Finally,it analyzes the important conditions and measures for guarantee in implementing the optimum proposal of purchasing management.Through the in-depth research on CB’s procurement management of marketing service,it is helpful for CB company to improve current work,formulating new strategies for procurement management,which would effectively improve the performance of team’s procurement cost and its efficiency.The study can also provide a certain reference for the procurement management of other countries and regions.