浅谈玉柴重工的精益营销模式

On Lean Marketing of Guangxi Yuchai Heavy Industry

广西玉柴重工有限公司是中国最大的中小型工程机械生产基地、出口基地,全球工程机械50强,排名43位。玉柴重工近年来高速发展,并在精益营销、公司管控、产品扩张等方面取得了令人瞩目的成绩。特别是在2010年,玉柴重工分别在常州、泸州建立了生产基地,在天津设立了全球营销结算中心、全球服务中心。天津玉柴重工的成立,标志着玉柴重工对营销资源进行了合理而有限的配置,迈出了精益营销的步伐。本文探讨进行精益营销的前因后果及必要性。

Guangxi Yuchai Heavy Industry Co., Ltd is the largest production and export base of small and medium-sized construction machinery in China. The company was listed in the ＂TOP50 International Construction Machinery Manufactures＂ and ranked 43rd in the list. In recent years, Yuchai Heavy Industry is growing at a high speed, and has made remarkable achievements in lean marketing, corporate governance and product outspread, etc. Especially in 2010, Yuchai Heavy Industry has established production base in Changzhou and Luzhou, and Yuehai Heavy Industry （Tianjin） Co., Ltd in Tianjin which is the global marketing and settlement center and the global service center. The establishment of Yuchai Heavy Industry （Tianjin） Co., Ltd marks that Yuchai Heavy Industry has allocated marketing resources reasonably and effectively and taken the pace of the lean marketing. This paper discusses the causes, effects and necessity of lean marketing.