软件实施工程师分析报告.docVIP

摘 要 UA 公司在高速成长过程中积累了丰富的技术研发和市场竞争经验，但也逐渐 显现“大企业病”：营销业务的分工变得精细，相应的管理制度增多，营销体系各 部门之间反而出现了越来越多的障碍，客户满意度下降。强调制度的执行力与强 调应对市场的灵活性，似乎成了不可调和的矛盾。 面向流程的管理在生产制造部门、大众消费服务部门已经有了大量的成熟运 用，但在大型软件企业的营销管理中，仍未有成熟的流程体系。本研究即尝试对 UA 公司营销管理做出流程规划，以客户价值为导向，从营销流程的诊断、设计和 优化的角度，来探讨解决 UA 公司在发展壮大以后所出现的营销管理问题。 本研究首先对 UA 公司目前所面临的营销问题做出诊断分析，然后根据 UA 公 司的业务目标结合流程优化的原则，确立软件营销流程的目标；接着运用价值链 分析方法重新构建软件营销的关键活动并确立主干流程；最后，设计营销组织团 队和职能、绩效考核方法以及流程管理策略等营销流程的支持保障体系。 本研究的重点和创新之处在于将业务流程优化的理论与软件营销的有关理论 相结合，设计出以客户价值为导向，兼有规范性要求和灵活性要求的软件营销管 理流程。 研究表明，软件营销的流程化管理一方面加强了营销各部门的合作，增强了 市场反应能力，将缩短软件的交付周期，增强客户满意度；另一方面，也有益于 促进营销知识和经验的共享和复制，为走向知识管理打好基础。 关键词：客户价值，业务流程，营销管理，软件营销ABSTRACT V ABSTRACT UA Software Company has accumulated rich experience in technology RD and market competition, but has appeared some symptom for the large-scale enterprise gradually. the MS work were divided into more thin, and accordantly produced more rule for management, there comes more and more obstacles among MS departments. It seems that it is impossible to emphasis the executive ability to abide rules as well as maintained the agility of adapting market. The management facing the business process has a mount of successful application in the manufacture industry and consumer service industry, but in large-scale software company, still has not a mature process system for the MS department. The research at the point of view from the business process diagnosing, designing and optimizing, in order to solve the MS problem which come out the process that the enterprise growing and strong. The main content the research involve as following: fist of all, described the UA’s MS management status and organize structure, diagnosed for some symptom, decide the goal of MS business process and optimizing principle, then, defined the key activity and main business process with the method of value chain. At last,, designed a organize structure and a teamwork policy to support the MS business process running, at the same time , also point out some venture among the