河南新乡2001年10月18日THEKEYFINDINGSANDAPPROACH河南新飞电器有限公司营销管理体系咨询XinfeiPhase11018Page2MarketingandsalesorganizationKeyfindingsApproach•NOmarketingstrategy•Theweaknessinheadquartersmanagement•NocustomizedBDtactics,Productstrategyandsalespolicesbyterritory•Theweaknessinsalesrepsmanagement•Noinstructiontosalesreps•Unreasonable,simplereviewwaystosalesreps•Torebuildtheheadquartersfocusedonmarketingandafter-sales•Tomanagethesalescirclebyrulesandrestrictions•Toempowerthesubsidiariestoimprovethereactiontothecompetitivemarket.•Toimprovethemanagementofsalesreps-salestraining,careerdevelopmentdesign-PMsystem,KPIandincentiveplanThecentralizedmanagementsystemsandlooseprocessmanagementresultsintheinflexibleandslowmarketresponse.Processmanagement,centralizedanddecentralizedpowerassignmentandeffectivemotivationtosalesforcewillbegoodresolutiontotheaboveproblems。河南新飞电器有限公司营销管理体系咨询XinfeiPhase11018Page3Marketingnetwork1de-centralizedpowertoprovincemanagers2customizedandchannel-orientedsalesterms,productsportfolio,andA&Papproaches3utilizethirdpartylogistics4fullyinvolveindevelopingnetwork5adoptflexiblepolicybasedonlocalsituationAlltheissuesappearedresultedfromthe“systemofreseller”whichprovedtoconstrainthedevelopmentofXinfei.1lowAdaptabilityandslowresponsetomarketchangeresultedfrompoorlydesigned“decisionmechanism”2losenetworkcontrollability3lowtransparency-physicalflow-informationflow4nospecificcriteriatodifferentiatevariouschannelpartners5lowoperationefficiency-maintainandafter-saleservice-insufficientoutletsKeyfindingsApproach河南新飞电器有限公司营销管理体系咨询XinfeiPhase11018Page4Logistics•Toolargeinventory,includingwarehouseatheadquarter,outsideandwarehouseatreseller’s•unreasonableinventorystructuresuchasproductsstructure•logisticalinformationsystem:inaccurateinventoryinformation,informationofcustomerdemandandordersarehandledmanually•manufacturingplanismadeaccordingtoinventoryatheadquarter•nomanagementofinventoryatreseller’s•cancelinventoryatreseller’swillimproveinventorystatus•clearproductline,reduceproductsoflowcontributionto•re-implementMRPII--〉ERPsystem•usethirdpartylogistics,takeadvantageoftheinformationsystemofittoimprovethetransparenceofdistributionchannelandreduceinventory•aftercooperationwiththethirdpartylogistics,Xinfeicanchangesalesoncredittosalesoncash,andcanceltheinventoryatreseller.athirdpartylogisticswillhelpXinfeiresolvetheproblemoflargeinventoryatresell’sandthecorrespondentlargeamountofreceivablesandwithaccurateinventorydata,XinfeiwillrealizebilltoinventoryKeyfindingsApproach河南新飞电器有限公司营销管理体系咨询XinfeiPhase11018Page5Informationflow•MRPIIisineffective.Modulesofpurchase,manufacture,warehousingandtransportation,financeandsalesareindependenttoeachother,noinformationsharing•nouniforminformationcollectionandsharingsystemsofcustomerdocuments,salesinformationandmarketinginformation•informationbarriersamongfunctionaldepartments•Re-implementMRPII--〉ERPsystem•establishcustomerrelationshipmanagemtsystem•reorganization,confirmresponsibilitiesandchangefunctionalmanagementtoprocessmanagementDefinetheresponsibilities,rightsandbenefitsofinformationcollection,improveinformationsharingsystemsamongdepartments.Improvetheaccuracyofsalesforecaststopreparefor“massivelycustomizedmanufacture”.KeyfindingsApproach河南新飞电器有限公司营销管理体系咨询XinfeiPhase11018Page6Customerservice•Thebadmanagementofsparepartsseverelyrestrictsdevelopmentofcustomerservice•lowefficiencyofinformationtransferringbetweencustomerservicedepartmentandsales,researchanddevelopment,manufactureandpurchasedepartment•nosystematicservicemanagementrulesandregulations•notechnicaltrainingtoservicestaffandsignedrepairingbusinesses•Establishsparepartsmanagementsystem•establishmanagementrulesofsignedrepairingbusinessesandservicerules•enhanceinformationsharingbetweencustomerservicedepartmentandotherrelateddepartments•enhancetrainingrulesKeyfindingsApproach河南新飞电器有限公司营销管理体系咨询XinfeiPhase11018Page7MarketingandsalesexpenditureKeyfindingsApproach•Unreasonablestructureandallocationonexpenditure•营销费用的分配无科学的分析•市场推广费用无事后效果分析•Reasonablerulesforexpendituremanagement•Toallocatetheexpendituretoimprovetheeffectandefficiency
