The Marketing-oriented Supply Chain Management In XX Company

With the rapid development of science & technology, information network globalized, resource restricted, and the requirement of continued growing from society, there are huge changes in nowadays market environment. Meanwhile, consumer's demand diversified & customized, that makes the research & development of new products more and more difficult. Beside the individualization & customizations, companies also aims at achieving cheap prices, rapid delivery, good quality and satisfactory services. Market competition become fiercer for the maximum of customer value, that makes marketing under heavy pressure and be at a stand.In order to improve the ability of competition, getting out from marketing dilemma, keeping long-term predominance of competition, a company need look for the breakthrough from management way. This paper makes a study on the market-oriented supply chain management model, in term of marketing characters to match the proper SCM. It starts with the summary of SCM fundamental of basic theories, analysing SCM potential influence on the predominance of competition, analysing the construction of SCM under market-oriented, analysing SCM technology structure and operations.Supply Chain Manangement (SCM) brings a new concept on operational management, it's emphasizing the resource & information integrated and shared within the framework of supply chain, allocated resource in the fundamental rules of core business, collaborated, establishing the cooperative partnership into strategic alliance. Then, it studies the relationship between market strategy and SCM, establishing the market-oriented SCM model to increase the ability of competition. At the end, with the research of XX Company SCM, theoretically as well practically analyse the contribution of the market-oriented SCM to the ability of company competition increased.