本文从丰田TPS精益生产归纳出精益思想的“四句话精髓”:精益生产方式的

目标是消除一切浪费;精益生产方式的实现过程是流程优化;精益生产方式的文

化基础是全员重视和参与;精益生产方式的效果保障是PDCA和持续改善。随后将

此精髓套用到营销领域中,结合营销的本质,推出了精益化营销的内涵:精益化

营销是通过与顾客建立持续联系、满足顾客需求、为顾客创造价值的前提下,通

过资源合理配置及营销团队建设,全员参与、持续改善,致力于消除一切浪费,

从而实现“顾客及企业价值最大化”目标的全新营销模式。营销的本质是与顾客

保持持续联系、并为顾客创造价值;而不只是消除一切浪费。

精益化营销如同TPS精益生产方式一样,也需要基础、支柱和体系保证。这

个体系就是精益化营销管理体系。作者将所有对“精益”和“营销”的研究内容

归纳到一起,并提出任何体系包含的工作都应该是在PDCA套路之下,于是“精益”

+ “营销” + “PDCA套路”构成了精益化营销管理体系构建的模型。

作者对甘肃中集华骏车辆有限公司进行实证分析时利用了上述模型,所有的

分析和改进建议也都是基于模型上描绘的内容;作者对rocA管理循环中的营销战

略制定、营销组织建设一营销策略和业务流程执行一营销业绩考核一分析和改进

等四大项进行了较深入的探讨。

作者在末尾进行了展望,并期待本文能对其他企业具有借鉴作用。

关键词:精益营销管理体系构建

ABSTRACT

This article concluded four essences from TPS: The goal of lean -production is to eliminate

all waste; The implementation of lean- production is to process optimization; The cultural of

lean- production is everyone's full attention and participation; The security of lean- production is

PDCA and continuous improvement. Then the essences are applied into the field of marketing,

and combined with the essence of marketing, the connotation of lean- marketing is introduced:

The lean-marketing satisfies customer's demand by establishing continuous contact with

customers, and creat value for customers in the end. The essence of marketing is to keep

continuous contact with customers, and create value for customers; Not just eliminate all

waste.

Just like TPS,The lean- marketing also needs basics and pillar and system guarantee,

which can be called lean- marketing- management system. The author compacks all of the

lean and marketing research content summary together, and puts forward all work under the

PDCA pattern, so the lean + marketing + PDCA pattern constitutes the model of the lean

-marketing- management system's construction.

The author makes an empirical analysis of GansuCimc HuaJun vehicle co.,LTD , using

the model, and all of the analysis and suggestions for improvement are also based on the model

the four categories of such content on the model is extraction. The author delves into the

PDCA management cycle of marketing strategy formulation, organization construction,

marketing and business process execution, marketing performance measurement, analysis and

improvement.

The author looks forward to this article could be a reference for other enterprises in the end.

Key Words: Lean Marketing management System Construction