摘要：本案例分析了厦门银鹭食品发展的简要情况以及行业发展概况，再针对企业营销战略的产品、渠道、促销和品牌的发展及与此有关的人力资源和股东定位存在的困境现状作出了细致的分析，说明了这些问题出现的原因以及对营销管理的影响程度，以求能寻找到解决这些问题和困境的对策。
关键词：营销；困境；产品；渠道；促销；品牌
Abstract: This case analyzes the basic circumstances of business development of XiaMenYinLu Food Ltd. as well as outlines the development of the whole industry. Moreover, it clarifies in detail the evolvements of products, channels, promotions, brand recognitions used in the marketing strategy and existing dilemmas facing to the company. Thus, the reasons and its relative impacts on the marketing strategy becomes clear.
Keywords: Marketing; Dilemma; Products; Channels; Promotion; Brand
摘要：本案例对银鹭食品营销管理困境的相关对策进行了深入分析，同时提出了这些对策实施的要点和配套措施。
关键词：营销；困境；产品；渠道；品牌；对策
Abstract: This case analyzes the strategy for the marketing management predicaments of XiaMenYinLu Food Ltd. And it also puts forwards the main points and supporting measures of the strategy implementation.
Keywords: Marketing; Dilemma; Products; Channels; Brand; Strategy
摘要：近年来，廉价航空——作为一种新的商业模式，在新加坡快速发展。欣丰虎航，作为新加坡航空公司旗下的廉价航空公司，以其先进的营运模式、科学化的管理、安全的理念以及优质的服务，在该行业中初现峥嵘。但随着廉价航空浪潮日渐兴盛，行业竞争日趋激烈，欣丰虎航该采取怎样的营销策略才能脱颖而出，一领风骚呢？
Abstract：In recent years, a new form of business model known as Budget Airline has been experiencing rapid development in Singapore. Tiger Airways is a Singapore budget airline, subjected to Singapore Airline. Relying advanced business model, scientific management, safety – focused principle and fine service, Tiger Airways has got a good performance at the beginning. However, the wave of budget airline is increasingly stronger as well as the industrial competition. Well, what marketing strategy can Tiger Airways choose to survive from such a tough surrounding?
5.24 AYC公司：间接采购新流程的建立
摘要：当今世界正面临金融危机，各家企业都在绞尽脑汁开源节流，而加强间接采购正成为新的利润源泉。本案例以AYC公司为背景，从该公司间接采购管理所存在的问题入手，描述了公司间接采购管理的旧流程，介绍了公司对采购问题进行总结后新流程的建立情况，以帮助学生了解间接采购的重要性和管理方法。
关键词：间接采购；采购流程；供应管理
Nowadays the world is facing financial crisis; individual companies have struggled to develop market and cut costs. Strengthening indirect procurement is becoming a new profit source. Taking AYC Company as the background and starting from the problems of AYC’s indirect purchasing management, this case describes the former process of company's indirect purchasing management and introduces the establishment situation of a new process after the summary of procurement issues, in order to help students understand the imp0rtance and management methods of procurement indirect.
Keywords: Indirect Procurement; Procurement Process; Supply Management
5.25 A集团物流服务优化方案
摘要：集团公司是一个拥有进出口公司、报关公司、物流公司、货运公司、报检公司5个全资子公司的综合物流服务企业，可以为客户提供不同的解决方案。客户主要分布于货代、IT和通讯、机械电子和奢侈品等几个行业。目前公司的发展出现了停滞，为了进得进一步的发展，公司高层进行了客户满意度调查，并据此提出了优化方案。
关键词：物流；客户满意度；子公司
Abstract:Group is an integrated logistics service enterprises consisting of imp0rt and export, logistics, freight, declaration filiale,which can provide various solutions to the clients. The clients come from different industries such as freight forwarding, IT, communications, Mechatronics and luxury goods. Now the development of A Group has been at a standstill. For the further developments , top company officers carried on a Customer Satisfaction Investigation, and according to the result of investigation , proposed a optimize solution,
Keywords: Logistics; Customer Satisfaction; Allied Company
5.26 JBL公司供应链采购管理
摘要：随着经济全球化进程的加快和市场竞争程度的加剧，世界经济联系已越来越紧密，同时企业面临的经营环境也变得更加复杂。为了最大限度地减少全球化和激烈竞争带来的物料供给和产品需求的不确定性，并在全球市场上获得竞争优势，企业不得不应对市场不断进行创新改进，保证全球供应链管理之成本、质量、交期、服务，成为了跨国公司竞争的核心。而对采购活动的有效管理不仅可为企业实现成本的降低从而增强市场竞争力，而且在实现对供应链中各活动的同步化、集成化管理上起着杠杆作用，为企业创造新的竞争力，从而保证企业在快速多变的市场中处于领先地位。本案例首先介绍了JBL公司的基本情况，然后归纳了供应链模式下采购的特点，最后阐述了JBL公司采购管理的现状及存在的主要问题。
关键词：供应商管理；采购管理；流程优化
Abstract: Worldwide economy is integrated intensively along with the more and more flourishing globalization and growing market competition, at the same time, the business environment which enterprises are facing is becoming more and more complex. In order to utmost minimize the uncertainty in material supply and products demand and obtain the competitive advantages in global market, the enterprises have to make efforts in improving themselves to ensure global supply chain management including cost, quality, delivery and service to be the core of the competition among multinationals. Purchasing as an indispensable part of supply chain infiltrates into its all processes. Efficient purchasing management not only helps enterprises reduce their cost and improve the competition but also create new competitive strength by realizing in integration and harmonization of all activities in supply chain, then keeping enterprises advantage further in rapid and changeful markets. This case first introduces the general situation of JBL Company, then, summarizes the characters of purchase under the model of supply chain, finally, explains the current situation and main problems of supplier management in S company.
Key words: Supplier Management; Purchase Management; Process Optimization
5.27 JBL公司供应链采购管理策略制定
5.28 SAES公司的生产管理
摘要：二十一世纪的中国汽车行业正处于蓬勃发展阶段，市场竞争越来越激烈。对于过去长期处于计划经济体制下的中国制造业，如何在激烈竞争中立于不败是需要研究的重要课题。以精益生产理念改进传统的生产方式，提升制造业的运营效率，降低制造成本，是一个必然的选择。对一个制造企业而言，如何避免急功近利导致推动精益生产的形式化？如何找准传统生产方式实现精益化改进的切入点？这是值得探讨的问题。本案例首先介绍了SEA公司的基本情况，然后分析了精益生产的国内外现状，接着阐述了公司生产管理现状，最后归纳了公司当前生产管理中存在的问题。
关键词：单件流；移动式生产；固定式生产；生产效率；生产节拍；
Abstract: Since automotive industry in China is getting booming in 21st century, the marketing competition becomes more and more fierce. For Chinese manufacturing industry which was under the control of planning economy in the past of long-term, it is a critical task how we can win in this hard competition. The inevitable choice is to improve our traditional production way, to increase manufacturing efficiency and to reduce production cost through the lean production mindset. As a manufacturing entity, how to avoid the formalization to quickly implement lean production system? How to aim at the cut-point to kick off lean production activities from traditional production way? This is the question to be worthy of our study. This case firstly introduces the general situation of SAES, secondly, analyzes the current situation of Lean Production home and abroad, then, presents the current situation of production management in the company, finally, summarizes the current problems of production management in the company.
Keywords: One-piece-flow; Operators in Motion; Operators Fixed at Stations; Production Productivity; Task-time
5.29 UTC公司：礼品第三方采购策略的实施
摘要：伴随着社会化分工和经济全球化的发展，在办公用品、礼品等方面已经形成了成熟的第三方采购模式。为了实现竞争优势，公司必须拥有相应的礼品采购策略。本案例以UTC公司为背景，从第三方采购的发展现状入手，描述了UTC公司礼品采购的现状，并介绍了其第三方采购策略的制定和实施方案，以帮助学生了解如何将第三方采购策略与公司战略相匹配。
关键词：第三方采购；采购策略；供应平台
Along with the development of social labor division and economic globalization, the third-party buying has become a mature pattern on office supplies and gifts purchasing. In order to achieve competitive advantage, companies must have the appropriate gift procurement strategy. Taking UTC Company as background and starting from development situation of third-party buying, this case describes the status of UTC's gift purchases and introduced its enacting implementation programs of third-party procurement strategy, in order to help students understand how to match third-party purchase strategy with corporate strategy.
Keywords: Third-party Procurement; Procurement Strategy; Delivery Platform
摘要：本文以德勋公司一典型的手机天线生产商为例，分析了其面向新产品开发过程中的采购管理现状，指出了存在的问题，并从面向新产品开发的供应商选择、与供应商合作开发新产品等方面对德勋公司面向新产品开发过程中如何提升采购管理效率进行了描述。
关键词：新产品开发；采购管理；供应商关系管理
Abstract: By taking Dexun Company as an example, this case analyzes current condition of its purchasing management in the new product development process, points out the existing problems and discusses how to improve the efficiency of purchasing management in new product development from such aspects as selection of development suppliers, cooperation with suppliers to develop new products. It also analyzes some effective improvement strategies.
Keywords: New Product Development; Purchasing Management; Supplier Relationship Management
摘要：随着制造型企业生产领域“利润源泉”的日益枯竭，人们开始将目光投向流通领域。合理高效的物流系统及供应链管理能从多方面为企业创造利润。本案例围绕这一主题思想，从物流和供应链管理在中国的实情出发，描述霍尼韦尔公司物流系统现状，列举了其中的不足，并说明了该公司实行的改进措施和效果。
关键词：物流；供应链管理；第三方物流；客户满意；创新供应商管理
Abstract: Along with the increasingly depletion of the profit source in manufacturing enterprises, people started paying more attention to the logistics area. Rational and efficient logistics systems and supply chain management can create multiple profits. According to this theme, this case describes the status quo of Honeywell’s logistics system and lists the deficiencies, starting from the truth of logistics and supply chain management in China, and then indicates the implementation and effectiveness of Honeywell's improvement measures.
Keywords: Logistics; Supply Chain Management; the Third Party Logistics; Customer Satisfaction; Innovation of Suppliers Management
摘要：随着欧公司业务的不断发展，公司管理管理层认识到如何加强企业供应链的管理，降低物流成本，提高客户满意度，是企业必须解决的问题。本案例客观描述了企业供应链中的诸多问题及困难，在目前大多数企业的供应链管理中具有普遍性，是用于采购与供应管理、生产与运营管理、企业与客户关系管理分析的典型案例。
关键词：供应链管理；采购供应管理；生产运营管理；客户关系管理
Abstract: With the business development of the company, the management team realized how to enhance supplier chain management, how to reduce material cost, how to improve customer satisfaction are becoming more and more imp0rtant. This case describes 3 main problems which are commonly existed in current companies: purchasing and supply management, manufacture and operation management, customer relationship management.
Keywords：Supply Chain Management; Supply Management; Operation Management; Customer Relationship Management
摘要：瑞美无线通讯技术（上海）有限公司是美国瑞美集团在中国建立的生产基地，承担着为瑞美全球客户制造优质、低成本产品的职责。近年来，公司通过采购的本地化和生产规模的急速扩张来降低制造成本，但由于供应链的管理没有跟上导致运作中出现了这样那样的问题。本案例分析了瑞美公司出现这些问题的原因，并介绍了公司当前的竞争环境。
关键字：瑞美；供应链
摘要：直线职能制的组织结构已越来越不适应逐步走向市场的航天制造企业，阻碍了企业运营效率的提高。企业如何适应面临的新环境，如何适应企业战略的调整，本案例分析了企业当前的管理体系，指出通过减少管理环节，综合职能机构，改变管理流程，建立起一种紧凑而又富有弹性的扁平化的组织结构，同时通过对企业实践过程的分析，探索克服矩阵式结构的弱点，提高企业对用户、对市场的反应速度，降低企业管理协调成本等方法。
关键字：航天；制造企业；管理；变革
摘要：造纸是中国古代的四大发明之一。造纸工业在国民经济的发展中起着积极和重要的作用。造纸化学品作为造纸工业的基础原料的一部分，随着国内造纸工业的飞速发展，造纸化学品的市场也迅速发展壮大。
本案例首先对中国的近年来造纸工业的发展做了简单的概述，并且对2000年以来国内造纸工业的规模发展做了相应的归纳。在此基础上，对造纸化学品中国市场的客户环境进行了一定的分析，国内的造纸化学品市场是机遇与挑战并存，收益与风险同在。
巴斯夫公司作为世界领先的化学品公司在造纸化学品的技术开发以及市场营销方面也一直处于同行业的前列。从改革开放初期开始进入中国市场至今，巴斯夫公司在国内也成为颇有知名度的跨国公司。可是一直以来，巴斯夫公司的造纸化学品业务在中国市场的营销业绩都不是很尽如人意。与国内造纸工业的飞速发展相比，巴斯夫的销售近几年来一直停滞不前。
结合营销渠道原理和目前所存在的问题，巴斯夫造纸化学品在中国市场的客户结构和产品系列进行了细分，针对不同的客户群采取不同的营销渠道，同时对公司内部的营销队伍的建设和公司外部的分销商的管理都需要做相应的调整，以适应中国市场的特点和满足中国市场的需要。
随着对中国市场的深入了解和市场竞争的不断加剧，巴斯夫公司的中国管理层在政策和措施上都做了相应的调整。这些调整也印证了营销渠道建设对巴斯夫造纸化学品在中国市场营销的重要性.
关键字：市场营销；营销渠道；造纸化学品
Abstract: Papermaking is one of the four major inventions of our country. Paper industry is very positive and imp0rtant for the economic development in one country. Paper chemicals is one of raw materials in papermaking. According the developing of paper industry, the demand of paper chemicals is also growing fast in Chinese market.
This case gives a brief introduction to the current Chinese paper industry at first. Concerning on the paper industry, this thesis is also analyzed Chinese market of paper chemicals. There are more opportunities together with more challenges, and higher reward together with higher risk in this market.
As the leader of the chemical company, BASF is very strong at R&D and market share on paper chemicals in the world. Since the entrance into Chinese market in 1980’, BASF has been a recognized multinational company.
Comparing between sales channel theory and current business situation, this thesis subdivides the Chinese customers and product series of BASF paper chemicals. The different sales channel is suitable for the different customer group. It is imp0rtant for the Chinese market to contribute the sales team and adjust the management of distributors.
Due to the comprehending of Chinese market and the rising of competition, BASF management in China has changed the strategic and police. The adjustment also shows the imp0rtance of the selection of sales channel for BASF paper chemicals.
Keywords: Marketing; Sales Channel; Paper Chemicals
5.36 上海A剧场的戏曲演出营销现状分析
摘要：本案例对戏曲演出的市场和A剧场的营销现状作了深入透彻的分析，旨在引导读者找出使A剧场面临严峻挑战的原因，并对它的营销策略进行思考。
关键词：戏曲；剧场；演出；观众
Abstract: This case analyzes opera market and A opera’s marketing strategy. And it aims to direct readers to find the reasons causing A opera into the serious challenges and think ab0ut A opera’s developing strategy.
Keywords: Opera; Theater; Performance; Audience; Marketing Strategy
摘要：随着经济全球化进程的加快，国内外市场竞争越来越激烈，企业一方面面临缩短交货期、提高产品质量、降低产品成本和改进服务的压力，另一方面企业之间的合作也日益加强，跨地区甚至跨国合作的趋势日益明显，越来越多的企业不断地将大量常规业务外包给其它公司，只保留最为核心的业务。对这些企业而言，早已通过在新的技术与战略方面投入大量资源，降低了成本和更好的参与不同市场的竞争，许多管理先进的企业几乎已经将内部成本降到了极限。随着企业间合作的日益频繁，人们逐渐将目光聚焦到供应链管理方面。本案例首先介绍了三洋能源的基本情况，然后概括了供应链的最新相关理论，最后描述了公司供应链管理现状、归纳了供应链管理中存在的主要问题。
关键词：供应链管理；供应链网络；供应链契约
Abstract: With the acceleration of economic globalization, market competition from both home and abroad is becoming more and more intense. Enterprises are under the pressure of shorter lead time, higher product quality, lower product costs and better service; at the same time, corporation between enterprises is even more intense, and the trend of cooperating regionally and internationally has become increasingly apparent. As a result, more and more enterprises care more ab0ut the core business, leaving much conventional business to other enterprises. By investing vast resources on new technology and strategy, these enterprises have lowered the cost and participated in competition from different markets in a more favorable manner. A number of enterprises with advanced management have nearly lowered internal cost to the extreme. With the development of enterprise cooperation, supply chain management is attracting more and more attention. This case firstly introduces the general situation of Sanyo Energy Co., Ltd, then, summaries the related and latest theory of supply chain management, finally, describes the current situation of supply chain management in the company and summaries the main problems of supply chain management in the company.
Keywords: Supply Chain Management; Supply Chain Network; Supply Chain Contract
5.39 U公司的营销渠道冲突
摘要：随着市场竞争日趋激烈，分销渠道成为各企业抢占的堡垒。但由于渠道冲突大量的存在严重地影响了企业的业绩。因此，如何加强对渠道冲突的管理与控制显得日益重要，对于U公司来讲，各种因素影响分销渠道冲突现象相当严重，如何协调管理U公司的渠道冲突是U公司健康发展的重要保障。
关键词：营销渠道；冲突管理；日化产品
Abstract: Sales channel is becoming more and more imp0rtant nowadays as the market’s competition is fiercer. The enterprise is badly affected by sales channel conflict. Thus, how to manage and control sales channel conflict is vital to a company’s development.
Keywords：Sales Channel, Conflict Management;Home and Personal Care Products
摘要：上海太平洋财产保险公司要在激烈的竞争中获得发展，必须建立有效的营销渠道。发达国家产险渠道发展经验，对推动我国保险行业发展以及企业渠道的调整和创新具有重要的借鉴意义。本文分析了国外产险营销渠道的成功经验，结合上海太平洋保险公司的实际情况，提出了有针对性的渠道调整战略及保障体系。
关键词：上海太保产险公司；营销渠道；调整；保障体系
Abstract：Aiming to gain success in the heat competition, CPIC Shanghai must build up efficient marking channels. The marketing channel experience generated in the advanced countries may provide useful reference for industry development and strategic adjustment of China. This paper analyzes the successful experience of property insurance in advanced countries, and according to the reality of CPIC Shanghai, provides a pertinent channel regulation strategy and the protection mechanism.
Keywords: CPIC Shanghai; Marketing Channel; Regulation; Protection Mechanism
摘 要：根据2007年中国旅游年鉴统计，2006年度全国各类入境游和国内游旅客数量达到了15亿2千万。加上商务出差旅客的数量，酒店业这个市场显得更为庞大诱人。锦江酒店集团是目前世界排名17位，亚洲排名第一的酒店集团。其旗下的酒店覆盖高中低市场。按理说在国内酒店的市场上应该是处于呼风唤雨的地位。但集团在发展过程中遇到了品牌结构不明晰的问题。导致目前品牌知名度不高，品牌认可度低下的窘境。在巨大的市场面前，锦江应如何根据自身在市场中的地位调整自身的品牌架构，并根据调整后的品牌架构制定营销战略，是本文将要讨论的问题。
关键词：品牌架构；市场竞争力；品牌关系
Abstract:According to the statistic of China tourism year book in 2007, there were over 1.52 billion people who were foreign or local to take tour in China. Adding the number of those people who took business trip in China, the market size of hotel and resorting inside China is very huge and attractive. Jinjiang Hotel Group is a giant hotel group which is now in 17th position on the list of worldwide biggest, and 1st in Asia as well, whose brands cover every ends of the market. So it should have been reasonable to say Jinjiang is a dominating player in domestic hotel market but actually it’s not. The group encountered the problem of brand structure mess during its growth, which cause the current situation of low level recognition and population to their brands by people both inside and outside China. Being in front of such a big market, how will Jinjiang adjust its brand structure to fit its marketing position and grow marketing strategy according to the adjusted brand structure. That is the question discussed in this article.
Keywords: Brand Structure; Market Competitiveness; Brand Relations
