Research On Marketing Process Reengineering Of FS Company

With the development of science and technology,the application of computer and network communication technology,the product life cycle is shorter and shorter,the variety is more and more,the customer's demand is more and more diversified,and the competition among enterprises is becoming fiercer and fiercer.The competition model shifts from competition among individual enterprises to competition between supply chains of enterprises.The marketing environment of manufacturing companies such as FS will undergo profound changes,bringing new challenges to the marketing process of manufacturing companies.How to re-engineer the marketing process of manufacturing enterprises to meet the challenges of the new marketing environment is a subject worth studying.This paper applies the relevant theories of marketing process reengineering to the research of marketing process reengineering in the operation process of FS company of multinational manufacturing enterprises.Firstly,based on the marketing status of FS company,based on the relevant theories of marketing process reengineering and organizational process change,combined with FS Based on the actual situation of the company,the status quo of the marketing process in the operation process of FS company was analyzed through on-site observation,data review,personnel interview and questionnaire survey.The marketing process was found to be inefficient and the dealer channel coverage was incomplete.After-sales technical support is not timely and other issues and deficiencies,and analyzed the root cause is that the marketing process is not customer-centric.Then,under the guidance of the principles and methods of marketing process reengineering,this paper proposes a customer-centric online and offline,direct sales and distribution,and integrates multiple channels of marketing processes.Customers can choose preferred marketing according to their own needs.The process completes the personalized purchase.In addition,according to the method of reengineering in the process of reengineering in the process of reengineering,on the basis of maintaining the existing process,information technology is introduced to further improve the efficiency of technical support.Finally,according to the three-stage theory of process change,the marketing organization structure of FS company in the business process was changed,and the customer-centered inverted structure was set up.In the process of implementing the marketing process reengineering program,the company has formulated safeguard measures such as human resource allocation,corporate culture innovation and related information technology applications.Through the research on the reengineering of FS company's marketing process,this paper provides concrete and feasible ideas,operation methods and related supporting measures for the reengineering of domestic enterprises' marketing processes.It also hopes to provide useful reference and tips for domestic traditional manufacturing enterprises facing marketing difficulties.