Supply Chain Management Essay

Abstract: This paper analyzes the impact of supply chain integration on marketing management from the content of marketing management under the integration of the supply chain, that is, in marketing management through the integration of the supply chain coordination and interaction, optimal allocation of resources and the application of advanced technology to reduce customer costs, improve customer value and create value-added value. Keywords: enterprise, supply chain management, integration, marketing, in the traditional law of market competition, Darwin's view of "survival of the fittest" is almost more effective in the operation of enterprises. Retailers and retailers fought for market dominance, wholesalers and manufacturers did the same, and even retailers, wholesalers and manufacturers, the upstream and downstream links of product supply, regarded each other as rivals, constantly bargaining and holding each other to ransom, and existed in a kind of "mutual cost" relationship. In the new millennium, firms still compete in the marketplace, but they compete on the basis of value, flexibility, speed and efficiency, all of which have become increasingly important as a result of consumer demand. In place of individual firms competing with each other, they need to enhance their competitive strength through supply chain alliances. In essence, as confrontation takes place on a supply chain and supply chain basis, competitive advantage will be gained by the entire supply chain. Therefore, realizing the integration of the supply chain and recreating a new system of integrated marketing management of the supply chain becomes a fact that every enterprise cannot avoid. Supply chain and its problems Early views of the supply chain as an internal process in a manufacturing enterprise, which refers to a process in which purchased raw materials and received parts are transferred to the users of the manufacturing enterprise through processes such as conversion of production and sales. The traditional concept of supply chain was limited to the internal operations of the firm and focused on the self-interested objectives of the firm. Later on, the concept of supply chain pays attention to the connection with other enterprises, pays attention to the external environment of the supply chain, and favors defining it as a process of converting raw materials into products to the end-users through the processes of manufacturing, assembling, distributing, retailing, etc. of different enterprises in the chain, which is a coordinated and integrated process of the material, information and financial flows through the internal of customers, retailers, distributors, manufacturers and suppliers as well as through the supply network. It is an integrated supply chain through the coordinated integration of material, information and financial flows within customers, retailers, distributors, manufacturers and suppliers and throughout the supply network. Integrated supply chain management is based on the characteristics of network flows and the integration of departments, organizations, processes, and geographic distribution, and places more emphasis on management that focuses on the organizational interface, i.e., coordination, cooperation, and operations between organizations. The premise of supply chain management based on the characteristics of supply chain integration is that all members of the supply chain organization must change from the traditional business philosophy that emphasizes the pursuit of short-term, enterprise-level performance to the concept that the existence of the supply chain organization is to enable the entire supply chain to obtain a lasting, stable and high return. Companies should no longer be the subject of competition, and competition between physical supply chains expands the connotation of competition to the realm of competitive cooperation. Since the supply chain is a functional net-chain structure model in which the core enterprise connects suppliers, manufacturers, distributors and retailers until the end-users as a whole through the integrated control of information, logistics and capital flows, three important aspects should be paid attention to in the process of realizing the integration of the supply chain, namely, the information integration, coordination and organizational linkage. Firstly, the supply chain is cross-industry and cross-sectoral, involving all activities from supplying a product to the final consumer, so supply chain management requires a seamless market consumer-driven information flow, i.e., the transmission process from retailers to upstream requires fast speed, and the node enterprises in the chain are required to *** enjoy the information on demand, inventory, production capacity plan, production schedule, promotion plan, demand forecast and shipment schedule. Supply chain partners must work together so that the production and use of products are roughly synchronized; Secondly, in the era of supply chain competition, the reliability of the supply chain depends on the weakest link in the chain, which is like the "barrel principle" that we often refer to. Therefore, the joining node enterprises included in the supply chain should pay more attention to the cooperation among enterprises, so that the functions of procurement, production, distribution and sales shared by each enterprise can be developed in a coordinated manner; once again, the organizations in the supply chain must be in a close organizational relationship with each other, and the supply chain partners need to identify and maintain their communication channels, and they should make concerted efforts to achieve the same goal, otherwise the supply chain integration can not be accomplished. The content of supply chain integration marketing management based on supply chain integration is not to wait for the product to be produced before starting to find customers and marketing, but to take the needs of key customers and suitable customers as the starting point, and to maximize the value of the process of customer demand satisfaction as the goal of the full range of all-process interactive activities, so the content of supply chain integration marketing management can be reflected in the following aspects: face to face End customers, provide personalized service, establish good customer relations First of all, through the customer relationship management of the customer accurate and reasonable classification and behavioral analysis, and then according to the enterprise's suitable customers and key customer demand characteristics of the product design and service, in order to win the customer, win the market should be to establish a good relationship with the customer, let the customer participate in the design of the product program, know the manufacturing process, the customer consumption Training, customer complaints should be responded to in a timely manner, so as to provide them with personalized service. Directly facing the end customer, to provide personalized service is difficult to rely on a single enterprise, only to play the supply chain integration of resource advantages to provide customers with comprehensive services from product design to after-sales service. Heterogeneous alliance, collaborative services, maximize customer value As we all know, supply chain management can reduce the overall logistics costs and expense levels, accelerate the capital turnover rate and information transfer, so that the supply chain of resources to maximize the rational use of resources, so the industry-wide supply chain management is to adapt to the trend of international economic development, to improve the level of scientific management of the best choice. Enterprises in the supply chain management environment have their own resource advantages, and they can and are willing to provide support and services to other enterprises with their own advantageous resources, pursuing the lowest cost and fastest speed to respond to the market and obtaining the maximized benefits. Therefore, they are not only willing to ally with enterprises in the supply chain, but also willing to ally with non-industry outside the supply chain to form heterogeneous alliances to achieve marketing goals. Let the supply chain become a customized production line In the past, product design, production, testing, packaging and transportation were all things before marketing, and marketing only started after the products were shipped. Supply chain management has changed the way of product design, production, storage, distribution, sales and service. The integrated marketing of supply chain starts from the conception of products, conception according to the information of customer database, "brainstorming" with customers, letting customers participate in the design and evaluation, and production and service around the core customers, while the other varieties and production business of the core customers are realized through the business operation. The other varieties and production business of core customers are dispersed to other advantageous enterprises in the supply chain through the form of business outsourcing, so that each enterprise can realize the optimal allocation of resources through the supply chain and keep the inventory minimized to save costs and improve efficiency. Informational inventory makes the supply chain become a warehouse The essence of integrated logistics management of supply chain is to replace inventory with information and realize agile distribution of logistics by using the supply chain as a warehouse. Informational inventory is relying on the advantages of supply chain integration to make product development, material procurement, production planning, searching for suppliers and producers, financing, manufacturing control, packaging, and transportation operate in parallel at the same time, so that raw materials can be delivered to the processing plant on time, products can be delivered to the point of sale on time, and customers can conveniently purchase the products they need. In this process, the company does not build a huge inventory system, but the informationized inventory makes the logistics more agile, which results in cost savings for the company and maximum benefits for the customers. Let all the enterprises in the supply chain together for customer service Traditional marketing model, the supply chain nodes between enterprises is a kind of price and profit based on the squeeze of the game relationship, from the supplier to the end customer is essentially a "game chain", one side of the benefit is often the other side of the concessions. But the integrated supply chain management model can reform this shortcoming, because the good operation of the supply chain is based on the full trust and mutual cooperation between the supply chain member enterprises, the supply chain members are a win-win strategic alliance of trust and cooperation, and the success of one party is to serve the success of the other party with its own core strengths, and the success of the whole supply chain is based on the success of each member enterprise in the supply chain, which will lead to the failure or damage of the other party, which will lead to the failure or damage of the other party. The success of the whole supply chain is based on the success of each member enterprise in the supply chain, and the failure or damage of one party will lead to the damage of other enterprises or even the whole supply chain, and they are the ****sheng***win relationship of "one loss for all, one honor for all". If an enterprise in the supply chain tampers with the rules of the supply chain, squeezes the suppliers or ignores the quality of customer service, then in the real environment, it will be abandoned by the customers, and then the core enterprise and other members of the supply chain will take concerted action to remove it from the supply chain, because his existence may cause the collapse of the supply chain. Therefore, a benign supply chain integration should be through the seamless connection of the supply chain, so that all enterprises work together to serve customers, so that each member of the supply chain to share the benefits of serving the end customers. Enhance customer value through modern information technology Modern information technology is the link of supply chain integration, the use of modern information technology can make the internal supply chain of the enterprise smoothly connected, and through the provision of good online customer service, so that the customer can easily solve their own problems through the network. Therefore, modern information technology is an important aspect of improving customer value. Impact of Supply Chain Integration on Marketing Management In the competitive environment of the global market, the success of an enterprise is no longer measured by the degree of "vertical integration", but by the degree of value-addedness of the knowledge accumulated and utilized by the enterprise for its products or services. Enterprises become more competitive by utilizing the resources of other enterprises to make up for their shortcomings while focusing on their core business. However, there are still a lot of enterprises until today still think that reducing inventory costs, manufacturing costs and transportation costs and improve customer service quality is not both, because they believe that reducing costs may mean lower customer availability; reduce manufacturing costs may lead to not according to the customer's personalized needs of customization or cut corners; reduce transportation costs means that the delivery period is extended, or can not be in accordance with the customer required time, place and on time delivery, and the customer can not be in accordance with the customer's requirements. Reducing transportation costs means longer delivery time or not being able to deliver on time and at the place as requested by the customer, all of which are inevitable conclusions based on the traditional "vertically integrated" management model. In fact, in the supply chain environment, these costs can be reduced through the use of modern information technology and appropriate supply chain design, and at the same time to maintain the same level of customer service or even improved. That is to say, in terms of marketing management can be integrated through the supply chain coordination and interaction, the optimal allocation of resources and the application of advanced technology to reduce customer costs, improve customer value and create value-added services. Specifically manifested in: change the traditional value standard, set up new values Customer satisfaction is a measure of the value of the mark, supply chain management to understand the customer's value standards, maximize the satisfaction of customer demand and improve the business efficiency of the enterprise unity; should stand in the position of the customer, according to the customer's needs, the customer's perspective on the production and operation through the supply chain integrated operation of organic integration, reasonable distribution, orderly operation, to provide customers with value-added services, and to improve the customer service level, even to create value-added services. We should stand in the position of customers, according to their needs, look at the production and operation with their eyes, integrate organically through the integrated operation of supply chain, allocate reasonably, operate orderly, and provide customers with high value-added products and services with personalized needs; we should track the needs of customers, listen to the demand information of the market, find out the potential customers, develop the market continuously, and expand the market share; we should eliminate all the ineffective flows and wastes in every link of supply chain and do not make the customers increase the unnecessary expenditures; we should increase the input of technology content, increase the input of service, and carry out the competition for the value innovation; Reorganize the business process of enterprises in accordance with the requirements of value-added. Emphasis on logistics services as the main means of marketing competition Logistics as an advanced organization and management technology, as one of the main means of marketing competition has received unprecedented attention. At present, the theory and application of logistics has been a significant development, logistics information management through the bar code and CNC tools, GPS and other modern management tools and methods, has greatly improved labor productivity, so that the marketing cost because of the improvement of logistics efficiency has been reduced to a certain extent. Modern logistics has been widely recognized as an important opportunity for enterprises to please customers and strengthen their value proposition, and it is an important source of profit in addition to reducing material consumption and improving labor productivity. Enhance Employee Training to Achieve Marketing Objectives Marketers are not just employees of the company, they are customer service providers. Therefore, the enterprise should hire the marketing staff that customers like, and the marketing staff that customers like is the excellent staff of the enterprise. In order to make the marketing staff as a good adviser to the customer's consumption program, the main responsibility of business managers is to train the staff to serve the customer's skills, and only in this way can we achieve the marketing objectives of the enterprise. Improve the quality of customer service with the help of e-commerce platform The core essence of modern supply chain management is effective collaboration through customer and supplier networks. The importance of e-commerce for manufacturing and distribution is undoubtedly advanced supply chain management. To increase productivity, reduce costs and enhance customer service, it is necessary to strengthen the effective application of e-commerce tools. If high-speed, low-cost communication and collaboration with customers and suppliers is the key success factor for effective supply chain management, then the fully electronic supply chain (e-chain) is the future outlook, and the information system to support the future of supply chain management will be the perfect combination of eERP and e-commerce platforms.