供应链管理的快速反馈营销系统与4Ps营销系统仿真

企业如何快速响应市场是企业应对外界环境变化、赢得竞争优势的关键。文章从顾客需求出发,将供应链管理与市场营销相结合,运用系统动力学的理论与方法,研究传统4Ps营销系统与基于供应链管理的快速反馈营销系统两种营销模式的运营特点与绩效。并结合X企业的实际情况,运用Vensim.PLE仿真软件对两种营销模式进行仿真模拟,比较了两种模式的运营绩效。研究表明促使顾客满意度、订单率、销售量获得长期、快速增长的关键在于改变传统的营销系统模式,建立从顾客需求出发的基于供应链管理的快速反馈营销系统。

The Fast-feedback Marketing System Based on Supply Chain Management and 4Ps Marketing System Simulation

How to response the changing market environment rapidly is a corner stone for enterprises to obtain competitive strength. Based on customer needs, this paper analyzes the difference of operational effectiveness between traditional 4Ps marketing mix system and the fast-feedback marketing system by combining the supply chain management theory with marketing mix strategy, and according to the System Dynamics methods. By empirical studying on X company, using Vensim.PLE simulation software on the two modes and comparing the performance of two modes in operational effectiveness, this paper puts out that the key point for customer satisfaction, sales and orders fast and sustainable growth is to change the traditional mode of marketing system and establish a consumer-oriented fast feedback marketing system based on supply chain management.