本文關(guān)鍵詞： 快速消費(fèi)品 產(chǎn)銷(xiāo)協(xié)調(diào) 內(nèi)部管理 生產(chǎn)運(yùn)作 市場(chǎng)營(yíng)銷(xiāo)　出處：《電子科技大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：伴隨著國(guó)家GDP年年增長(zhǎng),人民生活質(zhì)量不斷提高,生活用紙的市場(chǎng)越來(lái)越大。擴(kuò)張市場(chǎng),增大市場(chǎng)份額是企業(yè)面臨的嚴(yán)峻問(wèn)題。A公司作為一家生產(chǎn)生活用紙以及工業(yè)用紙的快速消費(fèi)品公司,如何解決產(chǎn)銷(xiāo)不協(xié)調(diào)的矛盾,最大限度的滿(mǎn)足市場(chǎng)的需求以及降低生產(chǎn)經(jīng)營(yíng)成本是公司關(guān)心的首要問(wèn)題。本文將通過(guò)實(shí)地考察以及高層管理人員訪(fǎng)談等方式了解A公司的基本情況以及營(yíng)運(yùn)情況。在了解A公司組織架構(gòu)、運(yùn)作流程、市場(chǎng)占有率等情況的基礎(chǔ)上分析A公司產(chǎn)銷(xiāo)遇到的問(wèn)題,以及產(chǎn)生該問(wèn)題的原因。結(jié)合相關(guān)研究者對(duì)營(yíng)銷(xiāo)管理、生產(chǎn)運(yùn)作管理的研究,利用MTO理論、TOC理論、精益管理等思想找出解決A公司產(chǎn)銷(xiāo)矛盾的策略。本文將從A公司市場(chǎng)需求預(yù)測(cè)環(huán)節(jié)、生產(chǎn)運(yùn)作環(huán)節(jié)、原材料采購(gòu)環(huán)節(jié)、庫(kù)存控制環(huán)節(jié)、營(yíng)銷(xiāo)環(huán)節(jié)等著手,對(duì)各個(gè)環(huán)節(jié)實(shí)施不同的優(yōu)化策略以解決產(chǎn)銷(xiāo)矛盾。通過(guò)科學(xué)營(yíng)銷(xiāo)、修正績(jī)效考核等方式提高產(chǎn)品預(yù)估準(zhǔn)確率,通過(guò)產(chǎn)能管理、庫(kù)存管理、均衡出貨指標(biāo)競(jìng)賽、集中排產(chǎn)等方式解決生產(chǎn)環(huán)節(jié)的問(wèn)題,再對(duì)經(jīng)銷(xiāo)商執(zhí)行統(tǒng)一結(jié)算價(jià)、檔期列管等方式盡量減少市場(chǎng)需求波動(dòng)帶來(lái)的風(fēng)險(xiǎn),最后產(chǎn)品質(zhì)量是保證所有這些策略得到有效實(shí)施的根本,所以抓緊對(duì)產(chǎn)品質(zhì)量的改進(jìn),確保流入市場(chǎng)的產(chǎn)品質(zhì)量得到嚴(yán)格的把關(guān)是改進(jìn)措施的基本要求。文章最后對(duì)實(shí)施以上策略之后企業(yè)的績(jī)效進(jìn)行了持續(xù)跟蹤,搜集企業(yè)實(shí)施策略之后的預(yù)估準(zhǔn)確率情況、庫(kù)存情況、訂單接受情況等,并對(duì)這些數(shù)據(jù)進(jìn)行分析得出策略實(shí)施的效果以及進(jìn)一步改進(jìn)的措施,保證企業(yè)的產(chǎn)銷(xiāo)問(wèn)題得到持續(xù)不斷地改善。
[Abstract]:With the annual growth of national GDP, the quality of life of the people continues to improve, the market for living paper is getting bigger and bigger. Expand the market. Increasing market share is a severe problem faced by enterprises. As a fast moving consumer goods company that produces paper for daily use and industrial paper, how to solve the contradiction between production and sale, To meet the needs of the market to the maximum extent and to reduce the production and operating costs is the company's primary concern. This article will be through field visits and senior management interviews and other ways to understand the basic situation and operation of company A. In understanding the organizational structure of company A, On the basis of operation flow, market share and so on, this paper analyzes the problems encountered in the production and marketing of company A, and the causes of the problems. Combined with the research of marketing management and production operation management by relevant researchers, this paper makes use of MTO theory to develop the theory of TOC. Lean management and other ideas to find out how to solve A company's production and marketing contradictions. This paper will start from A company's market demand forecasting, production and operation links, raw materials procurement, inventory control, marketing links and so on. To implement different optimization strategies to solve the contradiction between production and marketing, to improve the accuracy of product prediction by scientific marketing, to revise performance appraisal, to improve the accuracy of product prediction, to improve the competition by means of capacity management, inventory management, balanced delivery index competition, etc. Centralized production arrangement and other methods to solve the problems in production links, and then implement unified settlement prices for dealers, and management of grades as far as possible to reduce the risks brought by fluctuations in market demand. The final product quality is essential to ensure the effective implementation of all these strategies, so step up the improvement of the product quality. It is the basic requirement of the improvement measures to ensure that the quality of the products entering the market is strictly checked. Finally, the performance of the enterprise after the implementation of the above strategy is continuously tracked, and the prediction accuracy rate after the implementation of the strategy is collected. Inventory, order acceptance and so on, and the analysis of these data to obtain the results of the implementation of the strategy and further improvement measures to ensure that the production and marketing of enterprises continue to improve the problem.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.83

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本文編號(hào)：1552351