Marketing "5S" management includes market 5S management, customer 5S management, product 5S management and marketing representative 5S management. [Edit this paragraph] 5S managed market 1, finishing
Step 1: Divide the market into "developed markets" and "underdeveloped markets"
Step 2: Divide developed markets into three categories according to growth space, benign degree and sales volume.
According to market capacity, market development degree and competition order, the undeveloped market is divided into three categories.
Step 3: List developed markets with small sales, long-term no growth or even decline, markets with no growth point, markets with serious arrears in payment for goods and even markets in dormant account as eliminated markets, and discard them after dealing with the aftermath;
The undeveloped market with small market capacity, the market where market demand has not yet started or consumption is still tired, the market where many competitors cause price confusion, mixed products and restless distribution network are all included in the shelved market. If you enter these markets, you may not sell much, but you have to pay a great price until you are exhausted.
2. Rectification
Step 1: Review and sort the eliminated and shelved markets.
Step 2: Give up the bottom 20% of the market in each category (except special ones, but don't be greedy and don't give up, or chase after it with a glimmer of hope. Although there are winners, the probability is extremely low)
Step 3: Review the remaining market according to the urgency and importance of the market (including sales volume and influence) and input it into the market dynamic table.
3. Coordination
Step 1: verify the existing problems and reasons that hinder the development of the market and related markets.
Step 2: coordinate and straighten out various relationships within the market and related markets.
Step 3: According to axioms 2 and 8, put 80% of your energy into the 20% most important market.
4. Maintenance
Repeat the above three steps regularly (for example, three months) or irregularly to ensure that important markets receive due attention and investment, and ensure that 80% of marketers are committed to the operation of 20% of important markets, so as to achieve a good situation of win-win for markets, marketers and enterprises.
5. Excellent
Excellent market management will inevitably cultivate excellent markets, and excellent markets will inevitably cultivate excellent networks, excellent customers, excellent marketers and excellent products, and these factors will enable enterprises to develop continuously and steadily, thus moving towards Excellence. [Edit this paragraph] Customer 5S management 1, finishing
Step 1: Divide customers into mature customers and potential customers.
Step 2: Divide mature customers into three categories according to sales volume, repayment rate and growth space.
According to the forecast sales volume, development difficulty and capital operation, the potential customers are divided into three categories.
Step 3: List mature customers with minimal sales or as "iceberg products" as suspended customers.
Mature customers whose payment rate is always extremely low and who repeatedly violate the payment regulations are included in the elimination target.
Among mature customers, customers with little room for growth are listed as custody customers, and the sales supervisor visits them regularly to maintain the relationship.
Among potential customers, customers with small sales volume, development difficulties and lack of funds are listed as suspended customers.
2. Rectification
Step 1: View and sort the sorted customers.
Step 2: Give up the last 20% customers of each category (except special ones).
Step 3: comprehensively rate the remaining customers according to sales volume, payment rate and potential income, and enter them into the customer dynamic table.
3. Coordination
Step 1: Verify and analyze the customer's problems and reasons.
Step 2: Starting from the interests of customers, help customers how to improve and enhance their competitiveness and become an excellent customer with development advantages and good reputation.
Step 3: Key account management.
4. Maintenance
Repeat the above three steps regularly (for example, monthly) or irregularly. Remember: 80% of sales are concentrated in the hands of 20% big customers, and 80% of profits are concentrated in the hands of 20% excellent customers; Whoever has excellent customers will have huge long-term development space.
5. Excellent
The cultivation of excellent customers is an important part of modern marketing, and the good mentality and high quality of marketers are an important guarantee for cultivating first-class customers. It is necessary to change "customer orientation" into "customer orientation", provide training and help to customers, and create a win-win cooperation environment. If you blindly accommodate customers or even cater to some bad hobbies of customers, you may get short-term and immediate benefits, but at the cost of long-term benefits, the intelligence of business competition will become more and more intelligent. [Edit this paragraph] 5S product management 1, finishing
Step 1: Divide products into four categories according to quality characteristics, profitability, sales volume and service requirements.
Step 2: Divide products into brand products, brand extension products and timely products according to quality characteristics.
According to the sales volume, the products are divided into three categories: large sales volume, average sales volume and sales volume.
According to profitability, products are divided into three categories: high profitability, general profitability and low profitability.
According to the service demand, products are divided into three categories: high service demand, general service demand and low service demand.
Step 3: Eliminate products with low sales volume, low profitability and high service demand among timely products.
2. Rectification
Step 1: Make a comprehensive evaluation of the eliminated products.
Brand products can be small in quantity, low in profit and high in service demand. If there are multiple brands of products, more than 20% will be eliminated after comprehensive evaluation.
Brand extension products must have moderate sales and high profitability, and those that fail to meet these two requirements must be adjusted.
Timely product requirements: small quantity, high profitability, otherwise it will be eliminated; If the volume is large, the service demand must be low, otherwise the service will be overwhelmed because it cannot keep up.
Step 2: Review the retained products according to the impact on the brand and comprehensive market benefits, and enter the product dynamic table.
3. Coordination
Analyze the FAB (features, efficacy, benefits) of each product in detail, and find out their respective U.S.P (selling points) so as not to confuse the audience and lose sight of one thing.
4. Maintenance
According to the demand of cost competition, repeat the above three steps regularly (such as half a year) or irregularly to maximize the productivity structure of enterprises.
5. Excellent
Good enterprises meet the demand, and great enterprises create the market! A good product should not be a single product, but a product team, in which each product plays the greatest role. [Edit this paragraph] 5S management of marketing representatives The 5S management of marketing representatives includes: sales performance management, effective management of travel time, effective management of travel routes, effective management of travel reports, effective management of technical services, effective management of promotion and effective management of telephone calls. 5S site management method: arrangement
★ Divide anything in the workplace into necessary and unnecessary:
★ Clearly and strictly distinguish between necessary things and unnecessary things;
Unnecessary things should be disposed of as soon as possible.
Purpose:
★ Make room, use space.
★ Prevent misuse and wrong delivery.
★ Create a refreshing workplace
In the production process, there are often some surplus materials, products to be repaired, products to be returned, scrapped products and so on. These not only occupy space but also hinder production, including some unusable fixtures, measuring tools and machinery and equipment. If it is not cleared in time, the site will become messy.
It is a waste to put unnecessary items on the production site;
★ Even in a spacious workplace, the room will be narrowed.
★ Scaffolding, cabinets, etc. Occupied by sundries, reducing its use value.
★ It increases the difficulty of finding tools, parts and other items, and wastes time.
★ Items are placed in disorder, which increases the difficulty of inventory and leads to inaccurate cost accounting.
5S management practice training course
Do you use pencils or ballpoint pens to manage your business? Before answering this question, listen to a story:
When the United States launched the space shuttle, it was found that the ballpoint pen brought to the sky could not write at all in weightlessness. Therefore, it took American scientists several years and tens of millions of dollars to finally develop a ballpoint pen that can write in space. Later, the Soviet Union also launched the space shuttle. When Americans visited the Soviet Union, they asked them how they solved this problem. The Soviets asked the Americans, "Why use a ballpoint pen and bring a pencil?"
Yes, a pencil can solve everything. Why waste so much time and money? However, when we laugh at Americans, how many companies around us are doing the same things as Americans: busy with quality certification system, BPR, lean production, Six Sigma and so on. Who will calm down and think, "Did I find the right way like the Soviets?" "Do I use a pencil or a ballpoint pen to manage the enterprise?"
"It's not that the above management projects are not good, but before engaging in these activities, we should first consider how the basic management of our own enterprises is doing and whether 5S has been implemented. If 5S can't be done well and enterprise basic management is not standardized, then lean production, ERP, BPR and Six Sigma can't be done well. " Huang Jie, a well-known expert in improving operating system in China and with more than ten years' 5S management experience, pointed out the problems.
5S who wouldn't? Is to clean up.
This is what Huang Jie heard most in the practice of coaching and popularizing 5S management. This made him laugh and cry. 5S management method has been introduced into China for more than ten years. Its theory itself is easy to learn and understand, and there are many books and training courses on the market. But many enterprises have implemented it again and again, but they just can't do it well, and they don't even know what the problem is! Even after some Japanese-funded enterprises arrived in China, they were at a loss to carry out 5S management. Why on earth is this?
Myth 1: 5S activities can't see economic benefits.
Many company bosses will ask, what benefits can I get from doing 5S? Some managers are also eager for quick success. 5S soon expects the rapid growth of economic benefits, sales and profits, etc. So some people make excuses: since 5S can't bring any economic benefits, don't participate.
In fact, the initial effect of 5S activities is more reflected in the improvement of on-site management level, employee awareness and corporate image. The contribution of 5S activities to benefits is a long-term process.
Myth 2: Our company has already done 5S.
This is a common misunderstanding. The so-called done, there are probably two possibilities: one is that the person who said this does not understand 5S, and thinks that 5S is only a phased project, which can be done once and for all. The other is that it has been done, but it has not been adhered to now, or it has not made an effect and failed.
Obviously, the former's understanding is very sad, because he won't try 5S again, and the benefits from continuing to promote 5S activities will be out of reach with him. The latter can be sure that 5S activities can't be sustained, and it is even more impossible to try higher-level improvement activities.
Myth 3: Our company is so small that it is useless to engage in 5S.
Just as building a house needs a solid foundation, it is equally important for enterprises to do a good job of 5S since childhood, because 5S activities are the most basic project of on-site management, and since they are the foundation, they cannot be dispensable. When the enterprise is still very young, it is much easier for everyone to develop good 5S habits than when the enterprise is big and has more employees.
"Why do our enterprises in China always fail?"
The factory that didn't implement 5S was in a mess, the parts and boxes were in a mess, and the trolleys wandered in the narrow space; The latest equipment, which was finally bought, became a broken machine in just a few months without maintenance. Moreover, employees seem to be slack in their work, and the prescribed items are only observed for two or three days at first, which is endless. ...
Why do our enterprises in China always fail to do well? As Huang Jie said, "The most fundamental point is that employees are not serious and not in place. And 5S is a good medicine to cure these stubborn diseases. Through 5S activities, establish standardization, standardize behavior, instill a sense of responsibility and discipline in employees, and everyone can manage independently. It is difficult for such a company to make it unsuccessful. "
5S management (classification-classification, straightening-classification, cleaning-cleaning, hygiene-cleaning, sentiment-literacy) is a basic management in the field management of enterprises (including workshops and offices). It comes from Japan and has made great contributions to the world of Japanese goods. In Japan, if you want to know whether an enterprise has vitality, good management and good product quality, you must first look at the 5S management of this enterprise.
In order to have a safe, efficient, high-quality, harmonious and energetic workplace. In order to reduce costs, deliver on time and satisfy customers. 5S is a necessary and sufficient condition for running a good enterprise. If any department does not implement 5S normally, there will be no normal operation (work), no good performance and no vitality.
Carrying out 5S can not only improve the production environment and product quality, but also improve the mental outlook of employees, cultivate and attract first-class talents and create first-class enterprises.
The origin of 5S
Evolution of 1.5S
5S originated in Japan and refers to the effective management of production factors such as personnel, machines, materials and methods at the production site. This is a unique management method of Japanese enterprises.
1955, the slogan of Japanese 5S is "Safety begins with sorting and ends with sorting". At that time, only the first two s were implemented, and its purpose was only to ensure the workspace and safety. Later, due to the need of production and quality control, 3S, namely cleaning, cleaning and cultivation, was gradually put forward, which further expanded the application space and scope. By 1986, the works of 5S in Japan were gradually published, which had an impact on the whole field management mode and set off a 5S craze.
Development of 2.5S
Japanese enterprises regard 5S movement as the basis of management and implement various quality management methods. After World War II, the quality of products improved rapidly, and the status of an economic power was established. Under the advocacy of Toyota, 5S has played a great role in shaping corporate image, reducing costs, delivering on time, ensuring safe production, highly standardizing, creating a relaxed workplace and improving the site, and has gradually been recognized by management circles in various countries. With the development of world economy, 5S has become a new trend of factory management.
According to the needs of further development of enterprises, some enterprises have added two elements of saving and safety to the original 5S, forming "7S; Some enterprises add up Shiukanka, Service and Shikoku to form "10S". But the so-called "7S" and "10S" are all derived from "5S".
The meaning of 5S
5S are five Japanese words: SEIRI (sorting), SEITON (reorganization), SEISO (cleaning), SEIKETSU (cleaning) and SHITSUKE (cultivation). Because all five words are pronounced as "s", they are collectively called "5S". Its specific type, content and typical significance are to throw out garbage and things that the warehouse doesn't want for a long time.
arrange
Distinguish between necessities and non-necessities. Non-necessities are not on site:
Put a chaotic state into an orderly state.
5S management is to improve the physique of enterprises.
Finishing is also to improve the physical fitness of enterprises.
Rectification is to find what you are looking for in 30 seconds and reduce the time to find necessities to zero:
Can be taken out quickly
Can be used immediately.
In a state of saving.
Thoroughly clean up
Keep the post clean and tidy, free of garbage and dust.
Object of cleaning:
Floor, ceiling, wall, tool rack, cabinet, etc.
Machines, tools, measuring instruments, etc.
clean
Carry out sorting, rectification and cleaning to the end and institutionalize it; Open and transparent management.
accomplish
Everyone should seriously abide by and implement the regulations.
A typical example is that it requires strict standards and emphasizes team spirit.
Develop the good habit of 5S management.
5S activities can not only improve the living environment, but also improve production efficiency, product quality and service level, and carry out finishing, rectification and cleaning to the end, institutionalize and so on. In order to reduce waste and improve work efficiency, it is also the basis for other management activities to be effectively carried out.
In the factory where 5S is not implemented, there may be various irregular or untidy phenomena in every post, such as garbage, paint, rust and so on. Parts and cartons are laid on the ground at will, and people and vehicles are interspersed in narrow aisles. I just can't find what I'm looking for, wasting a lot of time; Even the most advanced equipment, if not effectively managed, will soon join the ranks of bad equipment, waiting for maintenance or scrapping.
Employees working in such a messy and unmanageable environment may become more and more bored, or they may muddle along, day after day, or they may find another way.
For such a factory, even if many advanced and excellent management methods are continuously introduced, it may not have any significant effect. To completely change this situation, we must start from the simple and practical 5S and start from the foundation.
The basic meaning of 5S was explained earlier, but in the actual implementation process, many people often confuse the concepts of sorting, rectification, cleaning and cleaning. In order to make 5S popular and spread quickly, many promoters have thought of various ways to help understand memory, such as cartoons, jingles or billboards.
5S is the foundation of enterprise management.
As an enterprise, it is the eternal goal of the enterprise to implement high-quality management and create maximum profit and social benefits. Specifically, quality management is unique in the following aspects:
Q (quality) and c (cost).
D (delivery: delivery), S (service: service)
T (technology), m (management)
Q (quality) quality refers to the performance-price ratio of a product, which is an inherent characteristic of the product itself. Good quality is the basis of winning customers' trust. 5S can effectively ensure the rapidity and standardization of the production process and lay a solid foundation for good quality.
C (cost) cost As the product matures, the cost tends to be stable. Under the same quality, the lower the cost, the stronger the competitiveness of the product, and the greater the possibility of survival. 5S can reduce all kinds of waste, avoid imbalance and greatly improve efficiency, thus realizing cost optimization.
D (delivery) time limit, referred to as delivery. In order to meet the needs of society, mass production has become personalized production, with many varieties and few batches. Only flexible and flexible production can meet the demand of delivery, and delivery reflects the adaptability of the company. 5S is an effective preventive method, which can find anomalies in time, reduce problems and ensure timely delivery.
As we all know, service is an important means to win customers. Through 5S, employees' professionalism and work pleasure can be greatly improved, and they are more willing to provide quality services to their guests. In addition, 5S can also improve administrative efficiency, reduce unnecessary "diagnosis", make customers feel fast and convenient, and improve customer satisfaction.
T (technology) refers to the competition of future technologies. Whoever can master high technology will be more competitive. 5S can accelerate development by optimizing and accumulating technology, and reduce development cost by standardization. M (management) management is a broad category. In a narrow sense, it can be divided into the management of personnel, equipment, materials and methods. Only through scientific and efficient management can we optimize personnel, equipment, materials and methods and maximize comprehensive profits. 5S is the most basic requirement of scientific management. Through the implementation of 5S activities, enterprises can effectively reach the best state of six elements, such as quality, cost, delivery, service, technology and management, and finally realize their competitive policies and objectives. Therefore, 5S is the key and foundation of modern enterprise management.
5S description
Performance of 1.5S
5S is like a broad-spectrum antibacterial agent, which can effectively treat various bad "diseases" of enterprises. Long-term use can greatly improve immunity and prevent diseases. This product has no side effects.
Sorting, rectifying, cleaning and cultivating the main materials.
An enterprise, how to make it fail, must have a supporting point, and this supporting point is called stopping force, and the other force is called pulling force. How to make an enterprise move forward step by step, there must be a stopping force behind it and a pulling force in front of it, so that the enterprise can move forward. How to use the stopping force correctly and how to use this pulling force most effectively are the most important basic elements in the management of this enterprise. The role of 5S is to completely eliminate all kinds of hidden dangers, enhance the "physique" of enterprises and improve immunity. Its main functions are as follows:
Main functions of 2.5S
(1) impress customers;
(2) Cost saving, where 5S is implemented is the place to save;
(3) Shorten the delivery time;
(4) It can effectively increase the safety factor of our workplace;
(5) It can promote the establishment of standardization;
(6) The morale of all staff can be greatly improved through 5S.
Self-check
Check whether the following phenomena exist in our enterprise, what are the consequences and what countermeasures should be taken?
Measures to avoid the consequences of existing phenomena
(1) The operation process is not smooth, the transportation distance is too long, and the passage is blocked.
(2) Fixtures and fixtures are randomly placed.
(3) The goods are piled up in confusion, and the good products and the bad products are mixed, so it is difficult to distinguish between finished products and semi-finished products.
(4) Personal belongings are placed at will, and employees move around frequently.
(5) Poor equipment maintenance and many failures.
(6) The ground is dirty, the facilities are dilapidated and the lights are gloomy.
(7) Because there is no mark, articles are often sent by mistake and misused.
In the fierce competition in the future, if you don't advance, you will fall back. In order for enterprises not to go downhill and take fewer detours, they must pass a force, which is stopping force and pulling force. With stopping power and pulling force, enterprises can effectively improve step by step. In addition, enterprises should carry out standardized management in depth, that is, sorting, rectifying, cleaning, cleaning and self-cultivation (5S management), so as to advance their careers in a higher level. [Edit this paragraph] Relationship with other management activities 5S is the basis of site management, the premise of TPM (Total Production Management), the first step of TQM (Total Quality Management) and the guarantee of effective implementation of ISO9000. 5S field management method can create a good atmosphere of "everyone actively participates and everything is done according to standards". With this atmosphere, the implementation of ISO, TQM and TPM is easier to get the support and cooperation of employees, which is conducive to mobilizing the enthusiasm of employees and forming a strong driving force.
The effect of implementing ISO, TQM, TPM and other activities is hidden and long-term, and it is difficult to see significant effects for a while. The effect of 5S activities is immediate. If 5S is introduced in the process of implementing ISO, TQM, TPM and other activities, it can achieve remarkable results in a short time and enhance the confidence of employees.
5S is the foundation of site management. The level of 5S represents the level of managers' understanding of site management, which in turn determines the level of site management and restricts the smooth and effective implementation of ISO, TPM and TQM activities. Through 5S activities, it can get twice the result with half the effort to improve the "physique" of enterprises from on-site management.
Key points of 5S implementation: arrangement: correct value consciousness-"use value", not "original purchase value"
Rectification: the correct method-"three elements, three decisions"+rectification technology
Cleaning: responsibilities-define the 5S responsibilities of the post.
Cleanliness: institutionalization and evaluation-5s; Inspection, competition, reward and punishment
Cultural literacy: long-term morning meetings and etiquette rules
5S management expert: Brief introduction of Chen Peng.
Chief 5S lecturer of enterprise internal training network, specializing in the following fields:
On-site management improvement, lean production, efficiency improvement, on-site cost reduction, on-site performance management, 5S/6S management, flexible production, etc.