摘要：本案例描述并分析了上海通用汽车的发展状况，并对凯迪拉克如何进军中国豪华车市场上进行了深入探讨与研究。
关键词：上海通用汽车；凯迪拉克；豪华车；竞争战略
Abstract: This case depicts and analyzes analyze the Shanghai General Motor, and discusses and studies deeply Cadillac competition strategy in Chinese luxury car market, expecting that it will direct the reader to think ab0ut the company’s future strategy.
Keyword: Shanghai General Motor; Cadillac; Luxury Car Market; Competition Strategy
摘要：精准营销通过精确的市场定位、现代技术手段保障及关心顾客的长期个性化沟通模式，综合目前先进的数据库技术、网络及通讯技术、高效物流等工具，以达到可度量、可调控等精准要求，通过系统手段保持和客户的密切互动沟通，不断满足客户需求，建立起稳定的企业忠实顾客群，实现企业的长期稳定发展。本案例从美联国际英语的创建初期和市场竞争态势入手，分析公司实行的精准营销策略，并通过效果评估来说明实施精准营销的实战效果，使学生对精准营销有更直观的认识和理解。
关键词：精准营销；目标市场；品牌定位；精准渠道
Abstract：Through accurate market positioning, modern technical means of protection and concern for long-term customer personalized communication mode, precision marketing combine current advanced database technology, and network with efficient logistics tools to achieve measurable and controlled precise requirements. In this way, the enterprise maintain close interaction and communication with customers, satisfy customer needs and establish a stable business circle of loyal customers so that it achieve long-term stable development. This case analyze the company marketing strategy from the initial creation of English training market and illustrate the effect of the implementation of accurate assessment of the actual marketing results so that students can have a more intuitive precision marketing awareness and understanding.
Keywords: Precision Marketing; Target Market; Brand Positioning; Accurate Channel
Applicable courses: Marketing
摘要：此案例是关于苏宁选址的问题，选址对于家电行业是至关重要的。备选店址有媒体生活广场、龙之梦购物中心以及贝多芬广场三个地方，通过苏宁自身背景、市场环境和三个备选店址条件的比较，选出最适合作为苏宁旗舰店的地点。通过此案例的学习，可以熟悉决策模型的应用，分析内外部环境，理清间接或直接的条件关系，从而做出合理正确的决策。
Abstract：This case is ab0ut site selection of Suning Appliance for flagship store. Site selection is a critical factor in appliance fields. Suning has three candidates in Zhongshan Park Area ----ShanghaiMultimediaPark, Cloud Nine Shopping Mall and BeethovenPlaza. Through this case, one can practice decision making model, analyzing internal and external environments and distinguishing direct and indirect relations, thus making good decision.
6.24 A公司基于销售驱动的市场营销组织架构设计
摘要：本案例结合医药企业在实施销售驱动战略过程中面对组织结构方面的基本问题和影响因素，分析了A公司形成销售驱动战略的动机和适应新战略所面临的组织结构重新设计。
关键词：销售驱动；医药企业；战略；组织结构；设计
Abstract: According to the basic problems and factors of organizational architecture in the sales drive strategy implementation for pharmaceutical company, This case analysis the reason, the countermeasure and the assessment of its itself strategy formation of A company.
Keywords: Sales Driving; Pharmaceutical Company; Strategy; Organizational Architecture; Design
6.25 WY公司的营销渠道设计决策与管理
摘要：保健器械行业是作为二十一世纪的朝阳产业，正在我国快速崛起。在产业崛起过程中，由于行业进入门槛较低以及监管法规的欠缺，导致目前保健器械行业竞争非常激烈。在激烈的竞争环境中，许多保健器械生产企业认识到营销渠道已成为保健器械企业取得竞争优势的关键。如何设计并建立适合企业目标要求以及满足消费者需求的营销渠道已成为保健器械行业急需解决的难题。
WY公司是国内具有一定规模的保健器械生产企业。进入国内市场一年来，公司营销业绩很不理想。虽然营销业绩不理想的原因很多，但是营销渠道结构与管理制度的先天不足是最主要的原因。要达成公司营销目标，必须进行营销渠道结构与管理制度重新设计。
笔者希望通过WY公司保健器械产品渠道设计决策与管理的分析，为国内保健器械生产企业如何设计选择与管理控制营销渠道提供一些有益的参考和借鉴。
关键字：营销渠道设计；保健器械；渠道规模结构；渠道组织结构
Abstract: Health care and fitness equipment industry is a rising sun industry in 21century and it is rising abruptly in china。 However， the industry is facing sharp competition because of low entering barrier and lack of effective law。 In the sharp competition situation， many enterprises have recognized marketing channel is a key to acquire the strength of competition。 It is a difficult problem how to design and establish a marketing channel， which is suitable to requirements of company and customer。
WY Company is large scale manufacturer of health care and fitness equipment。 After it decided to develop domestic market， the sale achievement has a large distance from expect in a recently year。 There are many reasons for this result。 However， the unreasonable structure and management rules of the existing marketing channel are key reasons。 It is necessary to redesign the structure and management rules in order to achieve the sale goal。
During the consultant， the writer collected many first-hand documents。 The writer hope that the process and result of WY marketing channel re-decision can bring some valued references how to design and choose suitable marketing channel for those health care and fitness equipment manufacturer。
Keywords: Marketing Channel; Health Care and Fitness Equipment; Marketing Channel Scale Structure; Marketing Channel Systematic Channel
摘要：本文以瑞海食品厂为例，全面分析了瑞海食品厂所面临的市场营销和战略问题，并提出了相应的营销战略设计和实施建议。本文共分四个部分，对其在战略定位、市场营销及营销执行中的人力资源问题、组织设计等问题做了探讨。
关键词：资金短缺；竞争战略；营销战略；人力资源；组织设计
Abstract：The essay analyses all-round the marketing and strategy problems that Ruihai food factory faced current, tables the proposal of marketing, strategy and apply suggestion. The essay makes up with four parts, introduction, probing the strategy position, marketing and the problem of application.
Keywords: shortage of funds; Competitive Strategy; Marketing Strategy; Human Resources; Organizational Design
6.27 B公司混凝土外加剂需求预测案例
摘要：B公司1987年进入中国市场，基于中国市场的巨大市场潜力，到目前为止，B公司已先后在各地建立了8个生产工厂，而且还在不断扩张。本案例结合供应链管理的理论知识及混凝土外加剂市场的实际需求，针对B公司的实际情况，对B公司提出了需求预测的改进策略，为B公司应对市场竞争提供有效的解决方案。
关键字：混凝土外加剂；需求预测；供应链
6.28 V公司物料整合部的冲突解决方案
摘要：本案例探讨了V公司物料资源整合部冲突产生的原因以及应对的策略，并分析了实施效果，希望籍此改善冲突状况，进而提升公司的整体绩效，并作为公司成立类似部门的借鉴与参考。
关键词：V公司；物料资源整合部；冲突
Abstract:The purpose of this case is to study the reasons behind the conflict existed between MRID and other departments, and the solution to the problems, and also to analyze the performance of implement. Therefore, the conflict can be reduced, the overall performance of V Company can be improved, and the experience can be a useful reference to other companies when they establish similar departments.
Keywords: V Company; Material Resources Integrating Department (MRID); Conflict
摘要：在由“中国制造”向“中国创造”转型的时代要求下，制造型企业需要综合利用需求、设计、生产及销售各方面的信息以增强产品创新能力。本案例从企业应用角度出发，引出产品生命周期管理理论，并与阿克苏公司的实际相结合，通过对公司当前面临问题的描述，介绍了阿克苏公司运用运营管理、项目管理以及系统分析的方法实施产品生命周期管理系统PLM的过程及结果，以帮助学生深入了解PLM的理论基础和应用方式。
关键词：产品生命周期；研发管理；信息系统；电子制造
适用课程：运营管理；项目管理；产品生命周期管理
Under the era requirements of transformation from "Made in China" to "Created in China", the manufacturing enterprises have to comprehensively utilize information of all aspects like requirements, design, production and sales, in order to enhance the capacity for product innovation. From the enterprise applications point of view, this case indicates product life-cycle management (PLM) theory, and combines with the reality of Akzo's Company. Through the descr-ption of the problem faced by Akzo's, this case also introduces the process and outcome of implementation of PLM system in Akzo's that makes use of the approaches of operations management, project management and systems analysis, so as to help students understand the theoretical basis and application approach of PLM.
Keywords: Product Lifecycle; R&D Management; Information Systems; Electronics Manufacturing
Applicable courses: Operations Management; Project Management; Product Life-cycle Management
摘要：成套设备的管理是设备管理中最复杂的一种，而成套设备的采购管理又是成套设备管理中非常重要的环节，对设备一生的管理具有非常重要的意义。在新经济环境下，传统的设备管理理论已经无法更好地适应企业未来设备管理的实际。协同商务作为继电子商务之后最新的一种企业与企业之间进行合作的商务模式，对企业未来的发展具有非常大的潜力，也为企业适应新环境下的设备管理提供了新的思考。本案例首先介绍了宝钢的基本情况，然后分析了协同商务的特点以及优势，接着描述了公司成套设备采购管理的现状，最后归纳了成套设备采购管理中存在的主要问题。
关键词：协同商务；成套设备；购前管理；购后管理
Abstract: The management of whole set equipment is the most complicated one of the equipment management, and the purchasing management of whole set equipment is the most imp0rtant part of its management. The purchasing management has imp0rtant meaning to the life of whole set equipment. Under the new economy circumstance, the traditional methods of equipment management can’t adapt for the new and high request of corporations in the future. As a latest business model of cooperating among corporations, following Electric Commerce (CE), Collaborative Commerce (CC) has great potential for the development of corporations in the future, and also give a new thought to carry out equipment management for the corporation. This thesis analyses the applications of Collaborative Commerce in the facts of the whole set equipment management in Bao Steel. This case firstly introduces the general situation of Bao Steel, then, analyzes the characters and advantages of Collaborative Commerce, thirdly, describes the current situation of equipment management in the company, finally, summaries the main problems of equipment management in the company.
Key words: Collaborative Commerce (CC); Whole Set Equipment; Equipment Management before Buying (EMBB); Equipment Management after Buying (EMAB)
摘要：随着经济全球化的发展，市场竞争也从销售市场延伸至供应市场，尤其是在家电领域，伴随着中国家电厂商的迅速崛起，高度充分的市场竞争迫使家电行业的跨国公司不得不竭尽全力降低成本，以维持市场竞争力。全球采购作为一个有效地控制采购成本的手段正逐渐被越来越多跨国公司所重视。惠而浦作为全球最大的家电制造商，也在实践中不断的总结经验。本案例介绍了惠而浦的全球采购策略，同时提出了其中存在的一些问题。
关键字：惠而浦；全球采购；供应商；物流；风险管理
摘要：当今跨国企业间的商业竞争日趋激烈，为了优化和整合自身的供应链并保持领先地位，国际采购已经成为企业实施供应链管理过程中一个必然选择。本案例以知名化妆品企业——库博公司为背景，通过分析国际采购的大环境和该公司国际采购的现状，列举其国际采购中存在的问题。然后结合国际采购的理论，描述针对这些问题所采取的供应商选择策略，并借此引发学生关于供应商管理策略和采购风险管理策略的进一步讨论和分析。
关键词：国际采购；国际供应商；供应商管理
适用课程：运营管理；采购与供应管理；供应链设计与管理；国际贸易政策
Abstract: Nowadays business competition among the multinational corporations is increasing rapidly. In order to optimize and integrate the supply chain and maintain a leading position, international procurement has become an inevitable choice of the implement process in the enterprise supply chain management. This case takes a well-known cosmetics company - Kubo Company as background and lists its problems in international procurement by analyzing the global international procurement environment and that of Kubo’s. And then, combining with the theory of international procurement, this case describes the supplier selection strategies taken to response the problems, so as to inspire further discussion and analysis of students on the supplier management strategies and procurement risk management strategy.
Keywords: International Purchase; International Supplier; Supplier Management
摘要：电子行业一直处于高速发展阶段，全球电子元器件市场规模迅速扩大。但同时竞争者增加，电子行业价值链开始从技术导向向需求导向倾斜，电子元器件制造商的利润空间越发稀薄，这迫使其改变自身竞争战略，试图通过同时提高客户满意度和更低生产成本获得竞争优势，企业的供应链策略如何适用这一新的变化成为管理者的巨大挑战。本案例通过对电子行业发展现状和瑞萨供应链战略的分析，提高学生对供应链策略分析能力。
关键词：供应链管理；策略；改进
Abstract: The electronics industry has been in a rapid development stage, the global electronic components market is expanding rapidly. At the same time competitors increase and the electronic industry value starting from technology-oriented to demand-driven tilt. And the profit margin of electronic enterprise is becoming more and thinner. The electronic components manufactures forced to change their competitive strategies and trying to simultaneously improve customer satisfaction and lower production cost to gain competitive advantage. And how the supply chain strategies apply this new change has become the great challenges to manage. In this case, we analyze the status of electronic and Renesas’s supply chain strategies, to raise the analysis ability of the students on supply chain strategies.
Keywords: SCM; Regulating Strategy; Improvement
摘要：来自日本的精益制造的理论给传统的汽车制造企业带来了很多革新的思想。本案例详细介绍了延峰公司公司实施精益生产的背景和延峰公司与整车厂的协作关系，分析汽车零部件企业组织及生产系统中存在的问题，介绍了在汽车零部件企业中实现看板式生产方式和延峰公司模块化生产体系。
关键字：质量管理；精益生产；汽车制造
6.35 IP公司在华供应商选择策略探讨
摘要：随着全球经济一体化的发展和中国经济环境的改善，许多外国企业纷纷抢占中国市场。而随着全球采购成为一种趋势，加上中国产品成本低的优势，许多跨国企业也将中国作为全球采购的重点地区。加强在中国的采购管理甚至整条供应链的管理师外国企业实现在华战略并提高自身核心竞争力的关键。对IP公司刚刚进入中国市场的实际情况，分析了在中国供应商方面面临的一系列的问题，并在供应商选择方面提出解决或改善问题的有效策略。
关键词：供应商管理；跨国公司；供应商选择
Abstract:With the development of economic globalization and improvement of China economic environment, many foreign companies landed on China market in a continuous stream. As the global souring is becoming trend and “made-in-China” product is displaying its strength of low cost, lot of multinationals focus on China as their procurement center. To strengthen the purchasing management in China market or even in the whole supplier chain management is the key point for those foreign companies to materialize their strategy in China and improve their core competitiveness. Based on the situation that IP Company just entered China market for a short time, this thesis analyzes all those problems in supplier management which IP company is facing now, and puts forward effective strategy to solve or improve the problems in supplier selection.
Keywords: Supplier Management; Multinational; Supplier Selection.
6.36 V公司物料整合部的冲突解决方案
摘要：本案例探讨了V公司物料资源整合部冲突产生的原因以及应对的策略，并分析了实施效果，希望籍此改善冲突状况，进而提升公司的整体绩效，并作为公司成立类似部门的借鉴与参考。
关键词：V公司；物料资源整合部；冲突
Abstract: The purpose of this case is to study the reasons behind the conflict existed between MRID and other departments, and the solution to the problems, and also to analyze the performance of implement. Therefore, the conflict can be reduced, the overall performance of V Company can be improved, and the experience can be a useful reference to other companies when they establish similar departments.
Keywords: V Company; Material Resources Integrating Department (MRID); Conflict
