6.1 HT酒店采购环节内部控制
摘要：本案例通过对HT酒店现有采购流程的分析，寻找出其中存在的风险和问题，经改进采购流程目标，提出改进计划，包括控制环境、控制活动、信息与沟通以及监督方面的改进意见，最终对采购环节流程的重新设计与优化，实现了HT酒店采购流程的重造。本案例可适用于高校的会计、财务管理以及风险管理等课程的教学与研究。
Abstract: Based on the analysis of the current sourcing procedure of HT Hotel, this case is to search out the main risk and problem involved, set up the target for the improvement on sourcing procedure and put forward the improvement plan, including improvement suggestion on environment control, activities control, information and communication, and supervision, and finally re-design and utilize the sourcing procedure, thus realizing the re-structuring the procedure. This case can be used in all kinds of accounting, financial management and risk management courses.
6.2 SJ大学的预算管理和控制
摘要：随着中国高等教育改革的深化和发展，高校预算成为高校财务管理的一项重要工作，在高校各项管理工作中日渐占据了举足轻重的地位。本案例论述了SJ大学在学校预算管理中出现的问题，介绍了SJ大学解决其问题的方案：预算管理系统，进而为其他类型的非盈利组织提供可资借鉴的一般性规律。本案例可适用于高校的会计、财务管理以及风险管理等课程的教学与研究。
Abstract: With the deepening of Chinese higher education reform, the budget becomes a key job of the financial management and plays a more imp0rtant role in lots of supervisory work in the universities. This case describes the problems in the budget control of SJ University and discusses the solution for these problems that is the budget control System. The details ab0ut the implement of budget control system in SJ University will be introduced and proposals will be made to improve the budget control pattern and system. Other nonprofit entities may refer to this case as general rules.
6.3 SPSH公司内部控制中ERP的运用
摘要：本案例结合COSO报告的要求，通过对SPSH公司的内部控制现状进行分析和梳理，找出其内部控制管理中存在一系列问题，并将EPR系统引入内控制度，以加强和完善内部控制制度，提高企业的市场竞争力。本案例可适用于高校的会计、财务管理以及风险管理等课程的教学与研究。
Abstract: This case discusses the internal control system of SPSH and finds out the problems in it based on COSO Reports. ERP is creatively used for SPSH’s reform on the internal control system in this case, which helps to improve SPSH’s market competitiveness. This case can be used in all kinds of accounting, financial management and risk management courses.
摘要：我国养老保障制度改革后，作为第一支柱的社会基本养老保险制度已基本定型，而作为第二支柱的企业年金则刚刚起步。随着中国劳动和社会保障部颁布《企业年金试行办法》和一系列配套政策，信托模式的企业年金制度正式确立，企业年金市场开始启动。平安养老公司作为年金业务的先行者应该充分发挥其优势，在企业年金市场中占据重要的地位。本案例分析了平安养老保险在经营企业年金业务方面所面临的机遇和挑战，让读者探讨平安养老保险公司企业年金的营销策略。
Abstract: After China's reform of the pension insurance system, the social basic pension insurance, as the first supporting pillar of pension system has been gradually strengthened; however, enterprises annuity, as the second support, the occupational pension has just come into being. As China Ministry of Labor Social Security issued the “Interim Measures for the enterprise annuity,” and a series of supporting policies, the trust mode of annuity system has formally established and enterprises annuity market has been grooming. This case is going to analyze the current situation of enterprises annuity business in China, and discuss the marketing strategy for Ping An.
6.5 上海CG集团海外发展的融资环境
摘要：本案例描述了CG集团海外发展战略以及实施“走出去”战略所面临的国际建筑市场环境，对比分析了国内外主要金融资本市场的特点，研究了CG集团内外部融资环境中的机遇和挑战，旨在启发学生运用SWOT分析分析方法理清CG集团所面临的内外优势和劣势以及机遇和挑战，进而找出CG集团融资可选择的策略方向。
Abstract: Through analyzing CG Group’s overseas development strategies as well as the currentsituation of international construction market , comparing the characteristics of major domestic and foreign financial markets, exploring the internal and external financing opportunities and challenges that CG Group has to face, this case aims to help students sort out CG Group’s financing strengths and weaknesses，opportunities and challenges by using the basic fra-mework of SWOT and then find corresponding and optional financing strategies for CG Group.
6.6 海C风力发电项目的资产证券化融资
摘要：本文基于上海C风力发电项目这一具体的资产证券化融资案例，分析了风力发电项目的融资特点和融资方式，考虑了当前我国实施资产证券化融资的各类制约因素，旨在帮助学生了解风力发电项目实施资产证券化的各种前提条件、优势所在以及制约因素，进而研究和探索发电企业资产证券化融资的可行性及操作方案并将其推广应用。适用于各财务、金融及管理类教学课程作为分析和讨论。
Abstract: Based on the asset securitization financing for Shanghai C Wind-Power Generation Project, this case analyzes the financing features and methods of wind power projects, and aims to help readers understand the preconditions, advantages and restrainingfactors of securitization financing for these projects. Therefore, we can find more feasibilities and operational solutions for the securitization financing of power generation firms, which is good for further popularizationandapplication. This case can be used in all kinds of finance and management courses.
摘要：通过对比国内外主要大城市城市轨道交通投融资模式的特点，回顾上海市轨道交通投融资体制历史进程，本案例旨在启发学生了解和熟悉城市轨道交通投融资模式的状况和发展过程，进而分析和发现当前上海轨道交通投融资模式所需要解决的问题，明确具有上海特点的轨道交通投融资模式的发展趋势。
Abstract: Through comparing the investment and financing modes in the big cities across the developed countries and reviewing the historicalprogress of investment and financing modes in Shanghai, this case aims to help students know more ab0ut the history and currentsituation of investment and financing modes athomeandabroad, analyze the specialties and problems and discover development tendency of the investment and financing modes for the mass transit in Shanghai .
摘要：本案例描述了上海航空飞机租赁项目风险管理现状，适用于战略、管理学、保险、财务等课程。
Abstract: This case describes the risk management status of the aircraft lease project in SAL, and it can be used on the strategic, management, insurance, financial course and so on.
摘要：本案例通过对克莉丝汀公司固定资产现状的分析,从理论与实践结合上探询了克莉丝汀固定资产内部控制失效的原因,提出了该公司固定资产内部控制新的框架，采用了先进的内部控制的理论原则，找到了固定资产在购入、使用与报废的关键控制点，引用了在存货管理中相对成熟的ABC管理法，最终实现克莉丝汀固定资产管理差错率上明显的降低，提高了固定资产的使用效率。本案例可适用于高校的会计、财务管理以及风险管理等课程的教学与研究。
Abstract: By studying to Christine company’s fixed assets current situation originally, this case inquiries ab0ut the reasons of the company’s fixed assets internal control invalid, brings out a new structure of internal control, adopts the theory of advanced inside controls, finds out the key control points, and cites the way of ABC. In the end, the ratio of default of fixed assets management has brought down obviously. As well as promoting the using ratio of fixed assets. This case can be used in all kinds of accounting, financial management and risk management courses.
6.10 上汽通用五菱汽车的“中中外合作”模式
摘要：本案例主要描述了上汽通用五菱合资项目中的“中中外合作”模式的形成过程，可适用于战略管理、财务以及金融等课程。
Abstract: This case describes the establishment of Saic GM Wuling Automobile Company’s “Chinese-Chinese-foreign cooperation” model and it can be used in all kinds of strategy management, financial management and finance course and so on.
摘要：“十一五”计划指出：要发展我国“高新技术芯片和新型硅基集成电路的制造工艺技术，核心集成电路装备技术”。作为一个年轻的产业，我国半导体企业曾面临很好的机遇，但由于资本、技术双密集的行业特征使得半导体企业也会因为融资困难而遭遇发展瓶颈。“中芯国际”公司是我国半导体行业中具有代表性的企业，被冠以“中国第一芯”的美誉。中芯国际的融资策略是成功的，但是在企业的发展过程中也暴露了一些问题。本案例对中芯国际不同发展阶段不同融资策略进行分析，从而帮助学生提高融资决策能力。
Abstract: According to China government’s eleventh Five-Year Plan, the development of IC enterprises is a very imp0rtant step for the further economy development. Thanks to these policies, the semi companies met good opportunity for development in China, but they confront necklace today due to demanding on huge amount of capital, which is the nature of the industry. SMIC is a representative of China's semiconductor industry. The enterprise has been named "China's first core" in the world. SMIC's financing strategy was successful, but it exposed some problems during the company’s development. In this case, we analyze different financing strategy for SMIC’s different development stages. Hope it can help students raise their ability of financing strategy making.
6.12 AN公司装饰涂料工程项目市场的营销战略
摘要：本案例根据AN公司为实现新目标而进行的市场调研分析结果，进一步阐明了AN公司新制定的营销策略和营销政策，希望能使读者能根据这些材料对该营销策略的可行性做出客观分析和评判，并能提出自己的见解。
Abstract: Based on the result of market research, which is carried out specialized for the goal, the case further describes the new drafted marketing strategy and policy, hoping that based on which the readers could objectively analyze and judge the feasibility of the new strategy, and propose their own opinions.
6.13 A公司在中国市场的营销战略
摘要：科学分析仪器是仪器仪表行业中的一个重要分支，其对国民经济的持续发展，创新科学技术的开发，各行各业的高速发展，都起到了重要的支撑作用。随着中国经济的高速发展，整个中国科学分析仪器市场的需求量在逐步增加，而且该行业的高利润回报，吸引了众多的国外公司进入中国市场，同时国内也涌现了众多的科学仪器厂商，整个市场的竞争变得越来越激烈。A公司作为全球行业领先公司在进驻中国市场后，面临着本土和国际公司的激烈竞争，如何运用先进的营销手段战胜诸多竞争者，在中国市场取得成功是A公司面临的巨大挑战。
Abstract：Scientific analytic instrument industry is one imp0rtant branch of instrument and meter industry. It plays an imp0rtant supporting role in sustainable development of national economy, innovation of science and technology development and the various sectors’ development. With the development of china economy the demand in china market is also increasing. The high return of this market is attracting many foreign companies to china market. At the same time there are many domestic companies to enter this market, which makes the competition fiercer. Facing the competition from local and international companies, a company, as a leader in this industry, should win a success through advanced marketing strategy.
摘要：上海的快速消费品市场在众多的供应商和零售商的竞争与合作之间获得了高速的发展，成为国内最具有吸引力的市场。广州高露洁棕榄有限公司作为领先的日用品公司，1991年进入中国大陆，并在短短的时间内，将高露洁品牌牙膏打造为中国口腔护理用品市场的领导品牌。高露洁曾在上海市场上取得了辉煌的成就，2005年“三氯生”等一系列事件严重挑战了高露洁的市场地位和营销策略，高露洁在上海市场的营销策略出现了一系列的问题，上海的消费品市场究竟发生了什么变化，营销策略应该如何改变来适应这些变化，这些问题需要考虑并解决。
Abstract: Shanghai is the critical Key FMCG market in China. Colgate – Palmolive (CP) is one of the main FMCG providers in world. CP joined into China market in Guangzhou 1991. CP toothpaste sales market share ranked No.1 inChina by 1996, and Colgate became the leader brand in Oral Care Products. In April, 2005, CP was absolutely beaten by TC3 report. Colgate lost the market leader position. Its marketing strategy wouldn’t be able to fit for Shanghai market requirement. To find what happened in Shanghai market and what kind of action CP should take to meet with the market trend are the main problems to be discussed in this thesis.
6.15 A品牌高级成衣的营销策略
摘要：本案例描述并探讨A品牌的营销策略，并对A品牌的营销瓶颈给出的改进措施进行探讨。
关键词：A品牌；营销策略；改进措施
Abstract: This case analyzes the current marketing strategy of Brand A, and proposes solution focus on several paramount bottleneck problems Brand A met.
Keyword: Brand A; Marketing Strategy; Solution
6.16 HWL集团豆奶产品改进原有渠道的案例
摘要：本文正是以HWL集团豆奶产品在上海市场的渠道策略作为研究对象，结合外部市场环境的变化形势和企业内部的实际状况，对企业如何改善和调整渠道策略进行了深入探讨与研究。
关键词：HWL集团；豆奶市场；营销渠道；优化策略
Abstract: This dissertation researches the distribution channel strategy for soybean milk of HWL group in Shanghai. Combining the change situation of the outside market environment and real state inside HWL group, the thesis discusses and studies deeply how enterprises improve and adjust the distribution channel strategy.
Keyword: HWL Group; Soybean Milk;Channel Optimization
6.17 S公司的关系营销管理
摘要：作为IT业内高性能计算机系统的重要提供商，S公司一直在行业内处于领先地位。然而，随着产业的不断发展，市场的环境及客户的需求也在不断发展着变化，公司具有竞争性的价格不再是购买方的首选。为了保持自己的领先地位，满足顾客的新需求，公司总部要求亚洲区实行关系营销管理。在总公司的支持下，亚洲区制定了关系营销管理的技术指南。这个技术指南通过关系定位法及关键因素分析法，为亚洲各公司实行关系营销给出了各项指标及指导。
Abstract：As an imp0rtant high-performance computer systems provider in the IT industry, S- Company has been always the industry leader. However, as the continuous development of industry and market environment, customer demand has been changed. And now, the competitive price is no longer the first choice for customers. In order to maintain the company’s leading position and meet the buys` new demands, Headquarters require the Asian subsidiary to imply the relationship marketing management. In the support of Head office, company in Asia develops the technical guideline of the relationship marketing management. The technical guideline lists many indicators and guidance which are concluded though the relationship distinguish and the key factor analysis, aiming to guide the Asian subsidiary managing relationship marketing
6.18 S公司品牌建设策略
摘要：本例开篇分析了S公司在国内建设品牌的机会、威胁、优势和劣势各方面的内容。试图做出一个正确的战略选择。其次对S公司在品牌建设前所需要实施的组织架构调整内容做了一些叙述。启发读者对公司部门职责改革做出一些有益建议。在品牌实施阶段，引入STP，指出了目标市场选择的5种模式，指出了了解目标市场需要和利益点的重要性。最后，案例为S公司在建设品牌过程中可能遇到的风险做了一些铺垫分析，引导读者针对可能的风险做出相应的策略和分析。
Abstract：Firstly,the case analyzed S company’s opportunity,threat,strength and weakness of brands building, in order to make a right choice. Then the thesis discussed the content of organization structure including the duties of new departments, in hope that our readers can give some useful opinions. In the process of brand building, the thesis introduced the application of STP; In the part of the target market choice , provided 5 available models, emphasized the imp0rtance of knowing customers ‘needs and their interests. At last, the thesis analyzed the risk of brands building. Guided the readers to propose the measures corresponding to the risks.
摘要：促销是指企业利用各种有效的方法和手段，使消费者了解和注意企业的产品、激发消费者的购买欲望，并促使其实现最终的购买行为。促销的实质是信息沟通。企业为了促进销售，把信息传递的一般原理运用于企业的促销活动中，在企业与中间商和消费者之间建立起稳定有效的信息联系，实现有效的信息沟通。
宝洁和联合利华都在广告上投入大量的资金，宝洁还争得了2005年中央电视台的标王，而且他们的媒体广告极具特点，深受观众喜爱，对品牌的拉动很大。在促销上更是花样翻新，层出不穷。无论是促销活动的整体策划，还是相关媒体跟进，都做得令国内同行望尘莫及，在社会营销上也四处出击，建希望小学，开展“希望家园”树立公司的环保形象等
本案例以宝洁和联合利华的促销策略为切入点，分析他们的营销战略，展示了两家企业在市场竞争中的促销策略，并加以浅层次的探讨。希望读者通过阅读本案例，加深对价格策略思考并得出自己的结论。同时我们也希望本案例能对我国的快速消费品企业有所启示和帮助。
关键词：促销；；广告；社会形象
Abstract：Sales promotion is an enterprise using a variety of effective ways and means to enable consumers to understand and pay attention to company's products to stimulate consumer interest and to promote the realization of the final purchase. The essence of marketing communication. Enterprises in order to promote sales, to general principles of information transmission used in promotional activities of enterprises, in the enterprise and intermediaries and consumers in a stable and effective information 1inkages, to achieve effective communication of information.
Procter & Gamble and Unilever have been putting in a lot of money on advertising, P & G also win the 2005 China Central Television's standard king, and their characteristics of media advertising very well received by the audience loved the pulling of a great brand. Is even more in the promotion trick after another. Whether the overall planning of promotional activities, or related media follow-up, have done so is beyond the domestic counterparts, in the social marketing are also 4 attack, building Hope primary schools to carry out "hope home" to establish the company's environmental image, etc.
This case with Procter & Gamble and Unilever's marketing strategy as an entry point analysis of their marketing strategy, showing two enterprises in market competition, promotional strategies, and make shallow explored. We hope that readers by reading this case, to deepen reflection on the pricing strategy and to draw their own conclusions. Meanwhile, we also hope that this case can be China's fast moving consumer goods companies’ inspiration and help.
Keywords: Marketing; Advertising; Social Image
摘要：易买得（E-MART）是韩国领先的零售企业，在韩国国内市场有很高的品牌知名度。凭借对韩国社会文化的深刻了解，进行市场细分、明确目标、准确定位，采取独特的营销战略，易买得在韩国折扣商场行业中始终居于前列。2006年，易买得收购国际零售巨头沃尔玛，挫败家乐福。两大国际零售巨头惨败退出韩国市场。如今，易买得成为韩国折扣行业的龙头老大，并正在积极拓展中国市场。
Abstract: E-Mart is a leading retail enterprise in Korea. It boasts a high brand reputation in its domestic market. Relying on the thorough understanding of Korean culture, E-Mart has chosen a unique marketing strategy after making accurate market segments, clear target and true position. Because of these actions, E-Mart has always been the. In 2006, E-Mart bought the Wal – Mart (Korea), and defeated Carrefour. The two international retail giants had to give up their Korean market. Nowadays, E-Mart has been the leader in the discounting industry in Korea. And it has been struggling to expand its China market.
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
