Research on Haier marketing innovation mode based on Marketing Process Re-engineering

摘要

Different from traditional mode, Haier''s marketing innovation mode is identified in this paper. Traditional enterprises always starts from R6;D, and ends with customers, with procurement, production, marketing and other departments in the middle. The drawback of this mode comes from that the customers are seen as the end rather than the starting point of the value chain, and each department seems to care only about its own performance. Through long-term tracking, the authors And that, on the basis of traditional labor division, Marketing Process Re-engineering (MPR) serves as the foundation of marketing innovation for Haier, and it builds a marketing system that reacts to market needs rapidly. This paper aims to take Haier''s marketing mode as a case study to analyze the formation, path and characteristics of Haier''s marketing mode systematically. The marketing innovation mode explored in this study cast high light for Chinese enterprises to enhance competitiveness.