基于精益管理的数字化营销模式探索  

Exploration of Digital Marketing Mode Based on Lean Management

作　　者：吕宏 Lv Hong(Shanghai Leiyunshang Pharmaceutical Co.,Ltd.,Shanghai 200237,China)

机构地区：[1]上海雷允上药业有限公司,上海200237

出　　处：《科学与信息化》2024年第8期157-159,共3页Technology and Information

基　　金：上海市工业互联网创新发展专项,项目名称:雷氏老字号中药工业互联网网格化协同智造集成创新应用,项目编号:2020-GYHLW-02002。

摘　　要：传统医药营销大都同质化竞争,信息不对称,缺乏科学依据,主要靠经验丰富的营销人员的能力,以及团队传帮带的传承,营销工作效率低下,重复劳动反复投入而不自知,营销资源浪费严重。文章通过大数据技术的场景应用,助力打造医药行业OTC市场,工业营销核心竞争力的五力模型,从营销终端掌控力、投入精准力、过程执行力维度,通过SFE与精益管理相结合的方法,寻找传统营销向数字化精益营销模式转型的应用路径,以供参考。Most of the traditional medicine marketing is homogeneous competition,with information asymmetry and without scientific basis,mainly relies on the ability of experienced marketing personnel,as well as the inheritance of team mentoring,which causes low marketing work efficiency,repeated labor and repeated investment without self-awareness,and serious waste of marketing resources.Through the scenario application of big data technology,this paper helps to build the OTC market of the pharmaceutical industry and the five-force model of the core competitiveness of industrial marketing,and looks for the application path of the transformation of traditional marketing to digital lean marketing mode from the dimensions of marketing terminal control,investment accuracy and process execution,through the combination of SFE and lean management,for reference.

关 键 词：大数据技术 SFE 精益DMAIC FMEA 精益营销 

分 类 号：F27[经济管理—企业管理]