Research On The Coping Of The Industry And Financial Integration Dilemma Of The Marketing Link Of Company A

The construction machinery industry is the basic pillar of my country’s industry,and its development plays a pivotal role in the development of the national economy and society.As my country’s economic development has entered a new normal,the construction machinery industry is also facing huge challenges,and the traditional business model with clear functional boundaries between the business department and the financial department has been unable to meet the needs of enterprise management and sustainable development in the new economic era.Therefore,in order to improve market competitiveness and achieve sustainable development,the industry and financial integration is an inevitable direction and choice for enterprise development.The research on the industry and financial integration is conducive to helping enterprises to find problems in the process of businessfinance integration,find practical methods and paths,and improve the efficiency of operation and management.Company A is one of the leading enterprises in my country’s construction machinery industry.In recent years,the company has actively promoted digital transformation to accelerate intelligent manufacturing,and at the same time promoted the construction of a financial sharing center to promote financial transformation.In the process of financial integration,there are still some practical problems that need to be solved urgently.Based on the above background,this paper analyzes the current basic situation of the company,the characteristics of marketing link,the current situation of the industry and financial integration and informatization construction status quo,as well as the company’s research and interviews.Taking the company’s marketing link as the breakthrough point,based on the synergy theory,it was found that many problems existed in the company’s business-finance integration:poor quality of business and financial data,low business and financial process operation efficiency,and difficulty in coordination between business and financial departments,resulting in insufficient financial and business coordination,which greatly restricted the company’s development.In response to the above problems,this paper further analyzes the causes of the problems based on the theory of enterprise informatization,business process reengineering and organizational change,and puts forward suggestions and measures to improve data governance,optimize business processes,unify business and financial goals,and strengthen informatization construction.By studying the difficulties faced by Company A’s marketing link,industry and financial integration,and putting forward practical countermeasures and suggestions,it can promote the deep integration and coordination of Company A’s financial system and business system,which is conducive to the real-time sharing of data and information within the company.To better realize the company’s resource scheduling and optimal allocation,enhance the company’s core competitiveness and operation and management efficiency,and promote the company’s sustainable and healthy development.The research results of this case can not only provide practical and effective solutions to the difficulties faced by the industry and financial integration of company A’s marketing link,but also help provide some reference for the industry and financial integration of other enterprises in our country.