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日期：2021年 3月 30日
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日期：2021年 3月 30日
签名：
日期：2021年 3月 30日
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摘要
摘要
随着我国新能源产业的加速发展，国内主流的风电设备厂家逐渐意识到营
销的精准性，寻求从传统的销售模式向销售的标准化、差异化方向创新。精益
化营销即通过标准化的行为规范、动作要求进行设计和推广应用的同时，兼顾
差异化的市场需求，设计定制化的解决方案。通过对营销人员职业素养培训和
技能挖掘，有效地促进企业销售业绩的增长。营销的精益化管理是个系统工程，
需要公司内部各部门通力协作才能实现。按照既定的销售策略，通过标准化的
流程、差异化的营销方案、成长性的人员管理最终实现公司价值最大化。
J公司成立于 1998年，是国内风电行业的龙头企业，22年以来，秉承自主
创新，在智能微网、储能技术、分布式发电、风能海水淡化、风光互补等领域
实现了全产业链布局，巩固和增强了公司在风电行业的领先地位。与出色的行
业地位相比，公司营销模式精益化不足，业务流程粗放、企业资源浪费严重，
使得企业在激烈的风电行业竞争中暴露出短板，公司发展面临着极大的挑战。
本文以 J公司为研究对象，首先对市场营销组合理论、STP营销理论、精
益营销理论进行了概述，在此基础上，针对当前 J公司营销存在的问题，从
PDCA精益管理理念出发，构建了精益化营销战略，通过精益化组织建设（P）
+精益化营销策略制定，精益化业务流程管理（ D）+KPI绩效考核（C）+分析、
改进（A）精益化营销管理体系，并结合实际案例对精益化营销管理体系实施
效果的满意度进行了调研分析。
作为行业领头企业，本文对 J公司精益化营销对策的提出，将有助于提高
其营销管理水平和市场竞争力，同时，对行业其它风电企业的营销模式升级和
理念的改变也能形成有益的理论借鉴。
关键词：J公司；风电公司；精益化营销；PDCA精益管理
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Abstract
Abstract
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
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