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This week's enterprise management practice, through our field practice in Fuzhou bench drill factory and Ande Logistics Company, gives us a more objective and profound understanding of enterprise management.
Fuzhou bench drill factory is an old factory with a long history. It experienced natural disasters and the Cultural Revolution during the founding of the People's Republic of China, and it was also a witness to the planned economy after the reform and opening up. It still stands firm in today's market economy competition, which is enough to show its vicissitudes and tenacity. Founded in 1958, it was a designated manufacturer of desktop drilling machines in the former Ministry of Machinery and Electronics and a designated enterprise in the national fishery machinery industry. It has been rated as a first-class credit enterprise, a "Top 100 Enterprise" of industrial profits and taxes in Fuzhou, a "Top 100 Star" enterprise of small industrial enterprises in Fujian, and an advanced unit for earning foreign exchange through export. The leading products of the enterprise are: "Wuyishan" brand desktop drilling machine series and aquaculture equipment. Products are sold all over the country, and exported to the United States, Western Europe, Southeast Asia, Hong Kong and Macao and other countries or regions.
Fuzhou bench drill factory is based on colleges and universities, with strong production, technology and scientific research strength. The product quality is stable, and the machine tool export license has been obtained. "Wuyishan" brand Z4 1 12 and 40 12 desktop drilling machines were successively awarded as excellent products in 1980, 1986, 199 1 year. "Wuyishan" brand aerator was awarded "Agricultural Machinery Promotion License Certificate" by the Ministry of Agriculture.
Fuzhou bench drill factory, as an old enterprise with more than 40 years of bench drill production and management experience, takes the lead in fully implementing international standards in China, and its product quality and technical performance are in the leading position in the industry. In recent years, new products have been continuously developed, and nearly 20 types of bench drills have been formed, such as bench drills and tapping machines. The models are Z40 12, Z412, Z40 16, Z416, Z4 120, precision high-speed ZS406. Simple ZJ4 106, ZJ410 and ZJ413, light ZQ410/3 and ZQ41/Kloc. The last two digits, such as 12, 16 and 20, represent the maximum drilling (tapping) diameter of bench drill, and the last two digits, 0 and 1, represent whether there is a workbench. These bench drills produced by this factory are the first choice in the tool and mold manufacturing industry, among which ZM406 precision high-speed bench drill is most suitable for machining precision holes in electronics, instrumentation, textiles and auto parts industries.
Aquaculture equipment is another leading product of Fuzhou bench drill factory besides bench drill series, including aerator and feed mixer. Among them, the existing aerators are YC 1.5, YC 1.75, YL 1.5, YC 1.5B, YC0.75B, YC0.37, YC3.0 and YC4.5, and the existing models of feed mixers are only.
As a product promoted by the Ministry of Agriculture, Wuyishan brand aerator produced by Fuzhou Bench Drill Factory has advanced manufacturing technology, and the gear of reduction box is made of alloy steel. After special treatment, it is wear-resistant and durable with high transmission efficiency. Multi-cone nylon blades with national patent technology are adopted, which has good oxygen-increasing effect and corrosion resistance. The waterwheel aerator adopts many national patent technologies, and the diesel engine direct-drag aerator has also obtained the national utility model patent.
On the first day, the secretary of the Party Committee took us to visit the workshops of the bench drill factory, including metalworking workshop, assembly workshop and comprehensive workshop, and made an introduction. The metalworking workshop is the metalworking of various parts. According to the processing, it is divided into four production lines and the production areas are strictly divided. Workers are required to feed back the number of parts and the amount of import and export every Wednesday, and check and control at any time. It is the main processing workshop. Most of the drilling machines, bed washers, grinders and other equipment here are manually operated, so workers are required to have a high technical level. Only in this way can the bench drill produced reach a high level. There are two assembly lines in the assembly workshop, which are used to assemble parts and test product quality. The introduction of assembly line greatly improves the production efficiency. Bench drill factory is very strict in quality inspection, including the flatness of bench drill base working face, the flatness of workbench, the radial runout of spindle outer cone, the verticality of spindle rotating shaft to base working face, the verticality to workbench, the verticality of spindle sleeve movement to base working face and the verticality to workbench. Under the action of centripetal force, the perpendicularity change of the spindle axis to the working surface of the base, idling test, switch, spindle lifting, spindle box lifting, noise, temperature rise grounding resistance insulation, pressure resistance, no-load power, load test, reliability and safety, hygiene, assembly inspection, joint surface between column and base, joint surface between column and spindle box, joint surface between column and workbench support, cleanliness, appearance and packaging. Another process in the assembly workshop is electrostatic plastic spraying to beautify the appearance. The plastic spraying device is more beautiful and more easily accepted by customers, which is also a feature of the bench drilling plant itself. Comprehensive workshop is to carry out some complex treatments on products, including heat treatment, cold firing, stamping, etc., and improve the performance of products through these processes. Each process requires workers to have considerable skills. In addition, the bench drill factory also has a workshop dedicated to developing new products, and almost all the processes are completed manually, which is the responsibility of senior technicians.
Through the visit in the morning, we have a certain understanding of the production process of the rig, and the rig has done a good job in quality management. Because of our own enterprise factors, quality has become the foundation of our factory. If the bench drill factory is not a public institution and has its own independent enterprise leaders, it should be able to expand the scale of the factory.
The next day, the head of the production section gave us a detailed introduction to the production process of the bench drill factory. During the introduction, we found that the personnel management of the bench drill factory is managed by the college, and the director is appointed by the college. Although there are about 140 employees, there are about 120 retirees. Production in 2002: Gross industrial output value expenditure is about130,000 yuan, retirement salary expenditure is about10.8 million yuan, salary, bonus and welfare expenditure is about 5 million yuan, and tax and interest expenditure is about10.4 million yuan. The existing factory has a serious economic burden of 6.5438+0.8 million, and there is no extra money to invest in product development and research. The products are relatively single and lack of stamina, and they are facing a severe situation.
On the third day, we discussed with the person in charge of the sales department, mainly about marketing. Marketing is an important function that modern enterprises must have. The social value of an enterprise can only be reflected through marketing. Marketing largely determines the survival and development of enterprises. Only through effective marketing activities can enterprises establish their dominant position in the market competition. Marketing is a process of all-round enterprise management activities around the market. In this process, individuals and groups satisfy their own needs and desires by creating, providing and exchanging valuable products with others. Modern marketing not only requires enterprises to develop marketable products and formulate attractive values, so that target customers can easily obtain the products they need, but also requires enterprises to control their image in the market, design and disseminate information about appearance, characteristics, purchase conditions and benefits of products to target customers, that is, to carry out communication and promotion activities.
Modern enterprises manage a complex marketing communication system. Enterprises use their communication combination (that is, the combination of advertising, promotion, publicity and personal promotion) to contact middlemen, consumers and various non-public; Middlemen can also use a set of combinations to reach consumers and the public; Consumers communicate verbally with each other and with other members of the public. At the same time, each group also communicates with other groups. The elements of marketing communication combination can be investigated from two angles: broad sense and narrow sense. Broadly speaking, all factors in marketing mix can be classified as marketing communication mix, such as product style, packaging color and appearance, price, etc. They all convey or spread some information. The narrow sense of marketing communication combination only includes the marketing work of communication nature. These tools are usually classified as promotional tools. Mainly including various forms of advertising, packaging, trade fairs, on-site display, sales AIDS (catalogs, brochures, films, etc.). ), persuasion tools (competitions, gift certificates, prizes, samples and lottery tickets) and publicity.
Each promotion tool has its special potential and complexity, which requires professional management. However, even those large enterprises can't let an expert take charge of every promotion tool. Generally, only those tools that are very important and frequently used are professionally managed. From the historical development process of promotion, enterprises first divide the functions of personnel promotion, followed by advertising, promotion and publicity. The so-called advertising means that advertisers pay a certain fee, take the form of non-personnel sales promotion, and transmit commodity information to the majority of target customers through various media (such as newspapers and magazines, radio and television stations, mail advertisements, billboards, posters, catalogues, etc.); Widely publicize and promote commodity sales. The so-called personal promotion refers to the oral presentation activities to achieve sales by talking to one or more potential buyers. The so-called promotion refers to various short-term incentives that can encourage the purchase or sale of products and services. The so-called publicity means that the organizer releases important business news in a certain publishing medium without spending money, or obtains favorable reports, exhibitions and performances on radio, television and stage, and uses this impersonal sales promotion form to stimulate people's demand for products, services or commercial units and promote sales. The marketing communication combination or promotion combination of an enterprise is an organic combination of the above four promotion tools.
On the fourth day, we visited the branch of Ande Logistics Company in Fuzhou. Here, we learned about the company's logistics process. This is different from internal logistics. Logistics in enterprise operation is regarded as the ability of enterprises to contact suppliers and customers. Information from customers and suppliers will be transmitted to the whole enterprise through sales activities, forecasts and other forms, and then these information will be transformed into specific manufacturing and procurement plans. Materials and semi-finished products will eventually become finished products and be transferred to customers through sales channels. The logistics of enterprises can reflect a comprehensive ability of enterprises, and its purpose is to help enterprises create customer value at the lowest total cost. Logistics capability is realized through a series of activities such as logistics network design, logistics information integration, transportation management, inventory management and warehouse management. Generally speaking, the material supply within an enterprise forms a supply chain, that is, from procurement to inventory to production and then to final product production. The work of these departments can be organized and linked through logistics and information flow, that is, after receiving the order, the production department makes the production plan, then determines the material demand plan, and then the purchasing department makes the purchase, and then the warehouse management department makes the distribution and unified management in the production process. In this process, logistics goes through procurement → inventory → production, and information flow is production → procurement → inventory. Ande Logistics Company is a logistics enterprise, and its primary goal is to meet customers' needs with low-cost and high-efficiency services. The service orientation of logistics enterprises in supply chain depends on the comparative advantage of resource allocation. To this end, logistics enterprises must implement the specialization of services and grasp products. Different goods have different logistics characteristics. Developing service technology around the logistics characteristics of products will provide powerful impetus for logistics enterprises to innovate services and form core service capabilities. As long as they have core service capabilities, traditional logistics enterprises can easily integrate into the integrated supply chain. It should be noted that the core service ability is not a mysterious thing, that is, "slightly better than competitors", that is, characteristic services. Undoubtedly, the continuous innovation of logistics technology and service varieties will provide eternal power for the development of logistics enterprises. With the development of logistics enterprises, the logistics industry naturally develops.
After a week's off-campus internship, a visit to Fuzhou Bench Drill Factory and Ande Logistics Company, and an inspection of commercial enterprises, our understanding of enterprise management theory has been sublimated to a new height. Understand the actual operation process within the enterprise, have a more direct understanding of the organizations of various departments, understand the concept of marketing, have some experience in the content, steps and methods of market research, and understand and understand the organizational production process and logistics management process of different types of enterprises through market research. I have gained a lot from this internship.