钢铁企业集团营销管理关键技术与应用研究
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摘要
随着经济全球化和信息化的进一步发展,钢铁企业间通过重组和并购建立大型企业集团已经成为一种发展趋势,钢铁企业之间的竞争也更为激烈,由产品和服务的竞争转变为客户的竞争。传统的营销管理方法在以客户为中心、满足集团化经营、发挥规模效应、降低管理成本等方面已经无法适应新的形势,这为钢铁企业集团营销管理创新带来机遇,迫使人们不得不从新的视角来审视钢铁企业现行的营销管理系统。本文针对钢铁企业集团营销管理中存在的问题,以东北特钢集团营销管理实践为背景,应用全面、系统的管理思想,分析了钢铁企业集团营销管理流程,研究了钢铁企业集团集成化营销管理系统的框架体系,指出集团营销管理过程中的关键问题,并进行了深入研究。主要研究工作如下：
(1)针对钢铁企业集团生产特点和集团化的管理模式,分析了ERP与CRM整合的必要性,在集团营销管理业务流程优化的基础上,提出了基于ERP与CRM整合的集团营销管理系统体系结构,指出了集团营销管理过程中的关键问题,为后续研究指明了方向。
(2)针对集团统一营销管理模式下,集团对客户订单进行统一分配的问题,利用多目标优化理论,在设备能力、可用资本等资源约束条件下,建立了以计划期内集团订单排产量最大和集团利润最大为目标的多目标优化模型,通过分层排序法和遗传算法对模型求解,实现了集团订单的合理分配。
(3)为了更好地了解不同客户对企业的重要程度,建立了钢铁企业客户评价指标体系,从销售属性、财务属性、客户属性三个维度对客户进行分析,提出了k-means与自组织映射(SOM)相结合的客户分类方法,最终获得了不同类别客户的分类属性值和相应的客户发展策略。
(4)研究了钢铁企业集团的价格策略问题,分析了钢铁产品价格的主要影响因素、钢铁企业常规的定价方法和常用的价格策略,针对价格决策过程中价格预测问题,提出了一种成本估算和毛利率预测相结合的价格预测方法,最后研究了钢铁企业最优总量折扣策略的设计问题,在分析经销商对总量折扣优惠的反应的基础上,将此问题转化为一带约束的非线性规划问题,并提出了模型求解的算法流程。
(5)将研究成果与信息技术相结合,在分析案例企业营销管理需求的基础上,提出了集团营销管理系统的信息化体系结构,并建立了相应的功能模型、信息模型,给出了面向对象的用例分析、流程分析及组件设计方法。将集团营销管理系统作为企业信息化建设中集团资源优化管理系统的子系统在案例企业成功应用,取得了良好的效果。
With further development of economic globalization and IT-based technology, the establishment of large steel enterprise groups through annexation and reorganization of enterprises has become a trend of development. The competition among iron and steel enterprises becomes more and more fierce. Competition for product and service has turned into the competition for customer. The traditional marketing management method has become unable to adapt to the new situation, such as, customer orientation, group operation, large scale effect and reducing management cost, etc. However, it is an opportunity for the innovation of steel industry marketing management, making people to review the marketing management system of steel industry in a new perspective. Therefore, focusing on the existing problems of marketing management in steel industry, under the background of management practice in DongTe Special Steel Group, this paper applies the all-round and systematic management thought, and analyzes the management procedure of steel enterprise group, researches on the frame system of integrated marketing management in steel enterprise group, and points out the key problems during marketing management as well as making deep researches. The major research works are as follows:
(1) According to the manufacturing features and group management mode of steel enterprise group, the necessity of integration of ERP and CRM is analyzed. On the basis of optimizing business process of group marketing management, the system architecture of group marketing management based on the integration of ERP and CRM is proposed. The key problems are pointed out, brightening the way for further research.
(2) Under the management mode of unified group sales, customer order allocation is unified by the group. In order to solve this problem, using multi-objective optimization theory, multi-objective optimization model is established to aim at the maximum production plan and maximum profit for the group within the planning period and with the constrained resources, such as equipment capacity and capital, etc., then the result can be obtained by lexicographic method and genetic algorithm, so that the order will be reasonably allocated.
(3) In order to better understand the importance of different customers, the steel enterprise customer evaluation index system is established. It analyzes customers from three dimensions that are sales property, finance property and customer property. Customer classification method, combining k-means with self-organizing map (SOM), is put forward. Finally, classified property of different customers and the corresponding strategies are acquired.
(4) It makes research on the price strategy of steel enterprise group. Regular pricing method of steel group, commonly-used price strategy and the main factors influencing prices of steel products are analyzed. Focusing on the price prediction issue during price-making process, a price prediction method combining cost evaluation and gross profit rate is proposed. Finally, it makes research on the problem of optimal volume discount issue. Based on the analysis of dealer's response to total-volume discount, the problem is converted into a nonlinear programming problem with constraints, and an algorithm for calculating the model is proposed.
(5)Combining research achievement and information technology, the group marketing management system framework is presented based on the analysis of marketing management needs of enterprise cases. The corresponding function models and information models are established, and the object-oriented designing method such as case analysis, process analysis and component analysis are presented. The group marketing management system is successfully applied in the case enterprise as one of the sub-systems in the group resource optimization management system, which acquires favorable result.
(1)针对钢铁企业集团生产特点和集团化的管理模式,分析了ERP与CRM整合的必要性,在集团营销管理业务流程优化的基础上,提出了基于ERP与CRM整合的集团营销管理系统体系结构,指出了集团营销管理过程中的关键问题,为后续研究指明了方向。
(2)针对集团统一营销管理模式下,集团对客户订单进行统一分配的问题,利用多目标优化理论,在设备能力、可用资本等资源约束条件下,建立了以计划期内集团订单排产量最大和集团利润最大为目标的多目标优化模型,通过分层排序法和遗传算法对模型求解,实现了集团订单的合理分配。
(3)为了更好地了解不同客户对企业的重要程度,建立了钢铁企业客户评价指标体系,从销售属性、财务属性、客户属性三个维度对客户进行分析,提出了k-means与自组织映射(SOM)相结合的客户分类方法,最终获得了不同类别客户的分类属性值和相应的客户发展策略。
(4)研究了钢铁企业集团的价格策略问题,分析了钢铁产品价格的主要影响因素、钢铁企业常规的定价方法和常用的价格策略,针对价格决策过程中价格预测问题,提出了一种成本估算和毛利率预测相结合的价格预测方法,最后研究了钢铁企业最优总量折扣策略的设计问题,在分析经销商对总量折扣优惠的反应的基础上,将此问题转化为一带约束的非线性规划问题,并提出了模型求解的算法流程。
(5)将研究成果与信息技术相结合,在分析案例企业营销管理需求的基础上,提出了集团营销管理系统的信息化体系结构,并建立了相应的功能模型、信息模型,给出了面向对象的用例分析、流程分析及组件设计方法。将集团营销管理系统作为企业信息化建设中集团资源优化管理系统的子系统在案例企业成功应用,取得了良好的效果。
With further development of economic globalization and IT-based technology, the establishment of large steel enterprise groups through annexation and reorganization of enterprises has become a trend of development. The competition among iron and steel enterprises becomes more and more fierce. Competition for product and service has turned into the competition for customer. The traditional marketing management method has become unable to adapt to the new situation, such as, customer orientation, group operation, large scale effect and reducing management cost, etc. However, it is an opportunity for the innovation of steel industry marketing management, making people to review the marketing management system of steel industry in a new perspective. Therefore, focusing on the existing problems of marketing management in steel industry, under the background of management practice in DongTe Special Steel Group, this paper applies the all-round and systematic management thought, and analyzes the management procedure of steel enterprise group, researches on the frame system of integrated marketing management in steel enterprise group, and points out the key problems during marketing management as well as making deep researches. The major research works are as follows:
(1) According to the manufacturing features and group management mode of steel enterprise group, the necessity of integration of ERP and CRM is analyzed. On the basis of optimizing business process of group marketing management, the system architecture of group marketing management based on the integration of ERP and CRM is proposed. The key problems are pointed out, brightening the way for further research.
(2) Under the management mode of unified group sales, customer order allocation is unified by the group. In order to solve this problem, using multi-objective optimization theory, multi-objective optimization model is established to aim at the maximum production plan and maximum profit for the group within the planning period and with the constrained resources, such as equipment capacity and capital, etc., then the result can be obtained by lexicographic method and genetic algorithm, so that the order will be reasonably allocated.
(3) In order to better understand the importance of different customers, the steel enterprise customer evaluation index system is established. It analyzes customers from three dimensions that are sales property, finance property and customer property. Customer classification method, combining k-means with self-organizing map (SOM), is put forward. Finally, classified property of different customers and the corresponding strategies are acquired.
(4) It makes research on the price strategy of steel enterprise group. Regular pricing method of steel group, commonly-used price strategy and the main factors influencing prices of steel products are analyzed. Focusing on the price prediction issue during price-making process, a price prediction method combining cost evaluation and gross profit rate is proposed. Finally, it makes research on the problem of optimal volume discount issue. Based on the analysis of dealer's response to total-volume discount, the problem is converted into a nonlinear programming problem with constraints, and an algorithm for calculating the model is proposed.
(5)Combining research achievement and information technology, the group marketing management system framework is presented based on the analysis of marketing management needs of enterprise cases. The corresponding function models and information models are established, and the object-oriented designing method such as case analysis, process analysis and component analysis are presented. The group marketing management system is successfully applied in the case enterprise as one of the sub-systems in the group resource optimization management system, which acquires favorable result.
引文
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