| With a tensing competition of domestic automobile industry, Changfeng Motor, a SUV market segment leader formerly, has no much change for its sales volume in recent years. Marketing innovation management for domestic and foreign automobile enterprises gives enlightenment to such enterprises. In such circumstances, these enterprises put forward a idea that they should build the core competitiveness through a marketing process reengineering. The author of this paper, as a project manager for promoting Marketing Process Reengineering personally involved in this work, has been promoting the enterprises process reengineering by focusing on the diagnosis of marketing process, design of marketing organizations and performance, development and continuing implementation of marketing DMS systems.This paper tracks down the success stories of marketing management reform in automobile industry at home and abroad in recent years, analyses the marketing reform background, approaches, methods under a maturer economic environment for automobile corporates with a method of benchmarking by combining the real practice, seizes the key process reengineering and obtains a phase fruit, triggering continuous improvement to the enterprise marketing management. This paper highlights the function of orders marketing in the enterprise application and systematically combs the processes in production, procurement, marketing and performance management. By these activities implementation in Changfeng Motor over 2 years, the company has made clear management effectiveness and continuing deepen.The reference value of this paper to enterprises is that it provides the empirical basis for enterprise Process Reengineering approaches and a thought for automotive enterprises to improve enterprise management level and marketing ability; among those approaches, a method summary of information technology integrated with flow management has great significance to the implementation methods of enterprise Process Reengineering. |
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