Research On Lean Marketing Management Of J Company

With the accelerated development of China’s new energy industry,domestic mainstream wind power equipment manufacturers gradually realize the precision of marketing and seek innovation from traditional sales model to standardization and differentiation of sales.Lean marketing means to design and promote applications through standardized codes of conduct and action requirements,and at the same time,to design customized solutions based on differentiated market demands.Through professional quality training and skill mining of marketing personnel,it can effectively promote the growth of enterprise sales performance.The lean management of marketing is a systematic project,which needs the cooperation of all departments within the company to achieve.According to the established sales strategy,through the standardized process,differentiated marketing programs,the growth of personnel management to achieve the ultimate value of the company.Founded in 1998,J Company is a leading enterprise in the domestic wind power industry.Over the past 22 years,adhering to independent innovation,it has realized the layout of the whole industrial chain in the fields of intelligent micro grid,energy storage technology,distributed power generation,wind energy and seawater desalination,wind-wind complementary and other fields,and consolidated and enhanced the company’s leading position in the wind power industry.Compared with its outstanding position in the industry,the company lacks lean marketing model,extensive business processes,and serious waste of enterprise resources,which exposes the company’s shortcomings in the fierce competition in the wind power industry,and the development of the company is faced with great challenges.Based on J company as the research object,this paper first for the marketing mix theory,STP marketing theory,marketing theory were summarized,and on this basis,in view of the current problems of J company marketing,starting from the PDCA lean management concept,build the lean marketing strategy,through the construction of the lean tissue（P）+ the lean marketing strategy,Lean business process management（D）+KPI performance assessment（C）+ analysis and improvement（A）lean marketing management system.Combined with actual cases,the author conducted A survey and analysis on the satisfaction of the implementation effect of the lean marketing management system.As a leading enterprise in the industry,this paper proposes lean marketing countermeasures for J Company,which will help improve its marketing management level and market competitiveness.At the same time,it can also form a useful theoretical reference for other wind power enterprises in the industry to upgrade their marketing mode and change their ideas.