精益管理源自于精益生产管理，其核心思想是有效利用资源和减少浪费。随着 国内市场竞争环境变得日趋复杂，许多民营企业发现客户的要求越来越高，而销售 利润却越来越薄。面对客户的价低、质优、服务好这些看似矛盾的要求，传统的营 销模式已无法应对，因此研究如何将精益理念运用到营销中成为一个可行的解决 方案。 GC公司是一家典型的中小规模民营企业，成立十年有余，其粗放式的营销管 理方式最初帮助公司快速成长，但如今也如其他中小企业一样面临着市场饱和带 来的竞争压力，也遭受着资金短缺和技术实力薄弱之困。除了相同的困境外不同的 中小企业又面临着各有不同的情况，本文便是尝试利用精益理念，借鉴精益营销的 的概念和研究，从全过程、全环节、系统的营销角度分析GC公司内部和外部遇到 的问题，并从其资源、市场位置等不同之处，找到合适GC公司的市场营销体系， 包括细分战略市场、营销策略、营销流程、组织构架等，并运用精益化工具，如 PDCA改善、目视化管理，符合精益理念的顾问式销售和RADAR销售方式、SMP 战略市场定位工具等制订合适的营销战略、开发出更符合客户需求的产品、更有效 的筛选客户并获取市场机会、使整个团队能持续改善更加有竞争力，以达成为客户 创造价值、持续盈利的营销目标，打造企业核心竞争力，同时能为其他陷入困境的 中小企业提供采用精益改善营销体系的借鉴。 关键词：中小制造企业，精益管理，市场营销体系构建 江 苏 大 学 工 商 管 理 硕 士（MBA）学 位 论 文 ABSTRACT Lean management comes from Lean manufacturing management, which the key idea is maximize resource utilization and waste elimination. With increasing complexity of domestic competitive environment, many private enterprises realize that the clients are more demanding, while the sales profit are getting lower. Facing the seemingly contradictory requests from clients as low price, high quality and quick delivery, traditional marketing mode is helpless, therefore the study which how to apply LEAN on marketing might be a practical solution. Established in 2005 and locates in South of China, GC company is a typical small- medium scale firm, which its extensive marketing management contributed for company development from the beginning, however, as the other small-medium scale firms, GC now is suffering competition pressure caused by market saturation, as well as shortage of capital and weakness of technology. Except those similar dilemmas, each small-medium scale firms having their own distinct situation, this paper attempts to use LEAN, take advantage of LEAN MARKETING’s concept and study, to analysis GC company’s internal and external problems from entire process, whole parts and systematic marketing perspective. Based on GC’s resources and distinct market position, to work out the marketing system which is suitable for GC, which including strategic market segmentation, marketing strategies, marketing process, organization structure and etc., Then apply LEAN tools as PDCA improvement, visual management, consultative and RADAR selling, SMP strategic market positioning and other tools which are accordant with LEAN, to set more suitable marketing strategy, develop products which can be more satisfied with clients, choose clients and obtain opportunities which are more effective, keep entire team improving and more competitive, finally to get marketing goal which create more values for clients and make profit for company, establish the corn competitiveness. Also could provide a valuable reference for other small-medium scale firms in difficulties to adopt LEAN to improve their marketing system. Key Words: Small-Medium scale manufacturer, Lean Management, Construction of Marketing system 江 苏 大 学 工 商 管 理 硕 士（MBA）学 位 论 文 目 录 第1章 绪论 .................................................................................................................. 1 1.1 研究背景、目的和意义 ................................................................................. 1 1.1.1 研究的背景 .............................................................................................. 1 1.1.2 研究的目的和意义 .................................................................................. 2 1.2 国内外研究现状............................................................................................. 4 1.2.1 国外关于精益管理及其应用的相关研究 .............................................. 4 1.2.2 国内关于精益管理及其应用的相关研究 .............................................. 6 1.3 本文的研究思路和主要内容 ...................................................................... 10 1.3.1 研究思路 ................................................................................................ 10 1.3.2 研究的主要内容 .................................................................................... 10 第2章 精益管理和市场营销体系的相关理论研究 ............................................... 11 2.1 精益管理和市场营销体系相关概念 ............................................................... 11 2.1.1 精益管理的概念及起源 ......................................................................... 11 2.1.2 市场营销体系的相关概念 .................................................................... 12 2.2 精益管理的4P模式和五大原则 .................................................................... 13 2.2.1 4P模式 .................................................................................................... 13 2.2.2 精益管理的五大原则 ............................................................................ 14 2.3精益思想在企业销售管理中的应用 ............................................................... 16 2.3.1 精益营销的概述 .................................................................................... 16 2.3.2 PDCA戴明环和持续改善 ..................................................................... 17 2.3.3 目视化管理 ............................................................................................ 17 2.3.4 顾问式销售与RADAR竞争型销售 .................................................... 18 2.3.5 SMP市场定位 ........................................................................................ 18 第3章 GC公司的发展及营销模式现状的分析 .................................................... 20 3.1 接插件行业发展现状 ...................................................................................... 20 3.1.1 接插件的主要应用市场 ........................................................................ 20 3.1.2 通信行业发展迅猛未来通信接插件需求巨大 .................................... 20 3.1.3 中小接插件生产商面对的竞争压力和技术壁垒 ................................ 22 3.2 GC公司的发展现状 ......................................................................................... 23 3.2.1 GC公司的概况 ....................................................................................... 23 3.2.2 GC公司的业务变迁 ............................................................................... 24 3.3 GC公司现有营销模式的分析 ......................................................................... 26 3.3.1 营销费用 ................................................................................................ 26 3.2.2 企业文化 ................................................................................................ 26 3.2.3 业务流程和KPI考核 ............................................................................ 27 3.2.4 公司各部门协作和沟通 ........................................................................ 27 第4章 GC公司营销管理存在的问题和原因 ........................................................ 29 4.1 影响公司营销管理的部门间协调问题 .......................................................... 29 4.1.1 客户样品需求中发生的问题 ................................................................ 29 4.1.2 批量供货中遇到的内部管理问题 ........................................................ 32 江 苏 大 学 工 商 管 理 硕 士（MBA）学 位 论 文 IV 4.1.3 其他问题 ................................................................................................ 35 4.2 营销管理中的问题及其原因 .......................................................................... 36 4.2.1 营销业务流程中存在的问题及原因 ..................