Research On The Reengineering Of S Company Marketing Business Process Based On Value Chain Analysis

With the development of the science and technology, as well as the application of information technology, the product's life cycle becoming shorter and shorter, the variety of the product also springs up more and more, what's more, the customers" needs tend to diversified. So the competition between the clothing trading enterprises is becoming extremely fierce. All in all. these factors have great influence on the clothing trading enterprise marketing business processes. How to use value chain theory and the business process reengineering theory to rebuild and think over the clothing trading enterprises marketing business process again to handle the new marketing environment and challenges is a meaningful subject to research.This essay is based on the marketing business process from S clothing trading company, introduce the theory, marketing business process diagnosis, marketing business process reengineering three aspects to research and explore the design of clothing trading enterprise marketing business process.Firstly, it mainly studies correlative basic theories about marketing process reengineering, making use of the value chain theory and organization design theory to analyze the current marketing business process of S company in a theory way, in order to find a successful access to implement.Secondly, analyzing the current marketing process and the organization, then find the question in this system and put forward a new solution to reengineering.Thirdly, the framework of marketing process reengineering and detail marketing business process are put forward according to the ideology and principle for marketing process reengineering.Fourthly, to make MPR implementation can proceed smoothly, the thesis will clarify safeguards in four aspects:the reconstruction of the organizational structure, the adjustment of performance appraisal, the optimization of information technology and the innovation of enterprise culture.Finally, by using the value chain theory, constructing an integration system of marketing process reengineering base on customer value-oriented, process-focused and team management.This essay put the theory that has been researched into practice at S clothing trading company, in order to through the existing marketing processes revolution improve their management level and rapid market responsiveness, creating customer value-oriented, process-focused new marketing processes. Meanwhile. I hope there are the certain value and reference for marketing business process design in the same industry.