The Research Of Marketing Business Process Reengineering In The CL Company

Business Proeess Reengineering(BPR) is one kind of thought of enterpris management that sprung up from the1990s.Manyentprises have tried to reengineering their work since the BPR appearing,some of them received perfect effect.This paper first analyzes the former marketing mode,the problem it brings about and the bad influence on the further development of the company. Then it studies theouter marketing environment from the point of customers, competition and change.Last it tries to prove the necessity for the new procedure.Combining the BPR theory and the developing strategy of the company, this paper presents the goal and principles of the reform.That is to realize the BPR by redesigning and changing the key processes such as the process of salesmen'spopularization and service, and the one of following the trail and examining the business departments, taking the customers'need as the goal,under the direction of the Pei Jin Lin's multi-level stereoscopic law model,and on the basis of Information, integration, and knowledge.The paper not only summarizes the experience after studying the practice of the BPR in the marketing of the CL Company, and how it succeeded in exploring an appropriate way in marketing for the whole husbandary field.Further more,it also proposes lots of suggestions to the further reform of the other companies in the same field.