济钢大规模定制营销战略的构建研究  

Constructing Analysis Based on Mass Customization Marketing Strategy of Jinan Steel

作　　者：徐守亮[1] 郑丽[1] 张雁[1] 朱碧桃[1] 

机构地区：[1]济钢集团有限公司生产部,山东济南250101

出　　处：《山东冶金》2009年第4期64-66,69,共4页Shandong Metallurgy

摘　　要：以济钢为案例,运用"五力模型"分析了大规模定制营销模式的优势及劣势。大规模定制营销可带来一系列竞争优势,如市场接单能力及新产品研发能力明显增强,产品流程效率提高,生产成本降低等。企业实施大规模定制营销,必须在企业内部进行相应的变革,通过销售、制造及工艺技术等环节的流程再造,加快钢铁企业推进产销一体化的进程,解决订单生产与销售的工艺难题,提升产品质量和产量,最终实现整体业务流程的优化与再造。This paper put Jinan Steel as a case, used the ＂five forces model＂ to analyze the advantages and disadvantages of a mass customization marketing model. The mass customization marketing model can bring a series of competitive advantages, such as improving the ability of market orders and new product research and development capabilities markedly, advancing product process efficiency and reducing production costs. The implementation of mass customization business marketing, enterprises must change accordingly, through the process reengineering of sales, manufacturing and process technology and other aspects, and speed up the integration process to promote production and marketing of the iron and steel enterprises, and solve the technology problems of the production and sales orders and enhance product quality and production, and ultimately the overall business process optimization and recycling.

关 键 词：大规模定制营销 五力模型 竞争优势 企业流程再造 

分 类 号：F405[经济管理—产业经济]