Process Management Helps Enterprises Cope With Market Changes

< p > build a process management system for marketing value chain < /p >

< p > strong > 1. Fierce and changeable market competition requires enterprises to have more flexibility than /strong > /p >

< p > facing the acceleration of globalization and economic crisis, managers of many organizations are actively looking for ways to improve efficiency and respond quickly to market changes.

These methods can be mainly solved: (1) high intensity and high speed and high confrontation; second, strategic interaction is obvious, and the balance of marketing base is balanced; 3. Dynamic game based on information emphasizes fast response; fourth, the temporary advantage of competitive advantage emphasizes continuous innovation;

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< p >, so many companies turn to BPM (Business Process Management).

Because they can see that BPM can start from the actual business control needs of enterprises, reduce the cycle time to adapt to change, enhance the existing management mode and system in an innovative way, and improve efficiency.

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< p > however, under the current fierce competition environment, not only the simple combing and optimization of the process based on the original enterprise structure can enhance the competitiveness of enterprises.

From the perspective of marketing value chain, this paper explores a new outline of building method of < a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx" > process management system < /a >.

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< p > strong > two, and the core competitiveness depends on the marketing value chain < /strong > < /p >.

< p > Philip Kotler, a master of marketing, has clearly put forward a new idea of breaking the tradition in his famous monograph "marketing management": the core competitiveness of an enterprise depends on the value of its marketing value chain to customers.

Different value pfer processes and value payment systems determine the value of customers' pmission value, thus forming the unique differentiation advantage of enterprises.

It includes not only the creation and pmission of entity value, but also the creation and pmission of intangible value.

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< p > Kotler put forward a new theory in Kotler's new marketing theory: the company integrates information resources such as the arrangement of entrepreneurial resources, supply chain management and customer relationship management in exchange for greater success in the market.

This requires the use of the Internet, internal network and external network to form a cooperative network to achieve development. It will be omnidirectional, because marketing is no longer regarded as an activity that does not interact with each department as a unit. It must also become a "a href=" http://sjfzxm.com/DESIGN/designer/index.asp "/a".

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< p > < strong > three, constructing a market oriented system of value process with the marketing value chain as the starting point, < /strong > /p >

< p > < strong > (1) general situation of marketing value chain < /strong > < /p >

< p > the system is actually an extension of the supply chain system.

At present, under the market economy environment, the whole market is a "push", "pull" interactive comprehensive market.

First, enterprises should organize production according to forecast, push products to the market, and the other is that enterprises must directly "pull" the needs of consumers to produce materials and products that are needed in the market.

It is the combination of "push" and "pull" to fully reflect the objective characteristics of the market.

The supply chain often focuses on logistics, such as material production, storage and pportation, and the flow of information related to logistics.

It highlights the market "push" supply characteristics, and ignores the market pull demand characteristics, so it can not solve the related problems of demand management very well.

Therefore, it is necessary for enterprises to create a market oriented, value based process structure system with marketing value chain as the starting point.

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< p > it is more adaptive to the market than the supply chain.

It can make enterprises solve the following problems: diversification of demand and continuous change of demand, rapid change and uncertainty of business environment, complexity of market relationship (competition and cooperation) and change of business center.

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< p > < strong > (two) to build a highly efficient market management process < /strong > < /p >

< p > market management process is mainly to constantly monitor the market demand changes, or to make a predictive judgement based on the data to the market changes, so as to plan out the company's market strategy; at the same time, guide and supervise the implementation and adjustment of the plan; finally, evaluate the implementation effect and performance appraisal.

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