-I- 摘要 随着经济的快速发展，越来越多的制造企业受到传统行业成本高、效率低等局 限性的制约，纷纷转向通过运营管理来获取企业竞争优势。海湾公司作为消防产品 生产的龙头企业，早已意识到信息化水平的提高使原本通过原有竞争方式已不足以 满足现在企业的发展需求。在此基础上，为了适应客户对交付效率的更高要求，保 持市场占有率和销售份额，海湾公司于2014年底开始推广电子商务平台。这一平台 成为了提高线下合同评审审批速度和产品交付效率的一个工具，同时是云商平台的 一块试金石，受到企业领导的高度重视和认可。但是近一年以来，电子商务平台订 单覆盖率没有实现如期的增长，客户满意度反而在下降。在此背景下，通过改善海 湾公司电子商务平台运营管理中存在的问题，以实现提高电商平台覆盖率从而提高 交付效率和客户满意度的目的，对企业经营活动意义重大。 本文将结合从客户满意度调查中收集上来的问题，通过运用DMAIC模型挖掘电 子商务平台运营管理中的问题并提出优化解决方案。首先，对海湾公司及其电子商 务平台的基本情况进行介绍，梳理电子商务平台合同评审流程，并绘制流程图。其 次，对关键客户满意度调查结果及所处内外部环境进行初步分析，收集存在的问题。 再次，运用运营管理相关知识和质量管理的工具对以上提出的问题提出有针对性的 优化方案。最后，针对本文的改善方案，提出四个维度的保障措施，确保优化方案 得以执行，并达到预期提效果。 关键词：运营管理；DMAIC模型；消防产品生产企业 燕山大学工商管理硕士学位论文 -II- Abstract With the rapid development of economy, more and more traditional manufacturing enterprises are restricted by the high cost and low efficiency. They turn to operation management for competitive advantage. As the leading enterprise of fire products production, GST has realized that the original competition mode cannot meet the development needs with the improvement of information technology. On this basis, in order to meet the customer's higher demand for delivery efficiency, maintain market share and sales share, GST began to promote e-commerce platform in late 2014, what has become a tool to improve the speed of off-line contract review and approval and efficiency of product delivery. It is also a touchstone of the cloud business platform, which is highly valued and recognized by enterprise leaders. However, in the past year, the order coverage of e-commerce platform has not achieved the expected growth, while the customer satisfaction is declining. In order to increase the coverage of the e-commerce platform and improve the delivery efficiency and customer satisfaction, it is of great significance to improve the operation management of the e-commerce platform of GST. In this paper, we will use DMAIC model to mine the problems in the operation management of e-commerce platform and propose optimization solutions. Firstly, it introduces the basic situation of GST and its e-commerce platform, combs the contract review process of the e-commerce platform, and draws the flow chart. Secondly, the survey results of key customer satisfaction and the internal and external environment are preliminarily analyzed to collect the existing problems. Thirdly, the use of operation management knowledge and quality management tools to put forward a targeted optimization program for the above problems. Finally, four dimension safeguard measures are proposed to ensure the implementation of the optimization scheme and achieve the desired results. Keywords: operations management; DMAIC model; fire products manufacturing enterprises 目 录 -III- 目 录 摘要............................................................................................................................. I ABSTRACT ................................................................................................................... II 第1章 绪 论 ...............................................................................................................1 1.1 研究背景及意义 ..................................................................................................1 1.1.1 研究背景 .......................................................................................................1 1.1.2 研究意义 .......................................................................................................1 1.2 国内外研究现状 ..................................................................................................2 1.2.1 国外研究现状 ................................................................................................2 1.2.2 国内研究现状 ................................................................................................4 1.2.3 国内外研究综述 ............................................................................................6 1.3 研究内容和方法 ..................................................................................................7 1.3.1 研究内容 .......................................................................................................7 1.3.2 研究方法 .......................................................................................................8 第2章 相关理论基础....................................................................................................9 2.1 运营管理的相关理论 ..........................................................................................9 2.1.1 运营管理的基本概念 ....................................................................................9 2.1.2 运营管理的研究内容 .................................................................................. 10 2.2 主要工具和方法 ................................................................................................ 13 2.2.1 价值流程图（VSM）.................................................................................. 13 2.3.2 DMAIC模型 ................................................................................................ 15 2.4 本章小结 ........................................................................................................... 17 第3章 海湾公司电子商务平台运营管理现状 ........................................................... 18 3.1 海湾公司简介 ................................................................................................... 18 3.1.1 海湾公司ACE运营体系 ............................................................................ 18 3.1.2 海湾公司经营现状 ...................................................................................... 21 3. 2 海湾公司电子商务平台概况 ........................................................................... 23 3.2.1 海湾公司电子商务部组织架构 ................................................................... 23 3.2.2 海湾公司电子商务平台运行现状 ............................................................... 25 3.3 电子商务平台运营环境分析 ............................................................................ 27 3.3.1 电子商务平台外部环境分析 ....................................................................... 27 3.3.2 电子商务平台竞争环境分析 ....................................................................... 31 3.3.3 电子商务平台内部环境分析 ....................................................................... 32 燕山大学工商管理硕士学位论文 -IV- 3.4 海湾公司电子商务平台运营管理存在的问题 ................................................. 33 3.4.1 电子商务平台满意度调查 .......................................................................... 33 3.4.2 电子商务平台满意度调查结果 ................................................................... 34 3.5 电子商务平台运营过程中存在主要问题分析 ................................................. 36 3.5.1 电子商务平台系统问题 .............................................................................. 36 3.5.2 电子商务平台流程方面问题 ....................................................................... 39 3.6 本章小结 ........................................................................................................... 40 第4章 基于DMAIC模型的海湾公司电子商务平台运营管理优化方案 ................. 41 4.1 定义阶段（Define） ......................................................................................... 41 4.1.1 组建项目