[原创]中粮鹏泰，创造专用面粉营销的奇迹
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">如果跟鹏泰的老人谈起鹏泰，他们都会自豪地告诉你：这是一个曾经价值</span><span lang="EN-US" style="COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">港元的企业，今天，年纯利润几千万人民币。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><?XML:NAMESPACE PREFIX = O /><o:P></o:P></span></p><p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span lang="EN-US" style="COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">2004</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">年，天智面粉营销策划团队与中粮集团小麦加工事业部签署了全面项目合作协议，这也拉开了中粮集团小麦加工事业部进行营销变革的序幕。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">经过半年的深入企业和市场的调研之后，中粮集团小麦加工事业部的营销战略发展方案最终出炉，中粮集团小麦加工事业部的营销战略发展的第一阶段，即以中粮集团旗下的鹏泰有限公司作为试点企业，从产品属性、营销特征、传播的特殊性作为研究起点，以营销水准的提升作为品牌整合的切入点。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">而与鹏泰的合作，差点让天智面粉营销策划团队走进对面粉行业认知的误区，以为中国所有面粉企业的经营水平都差不多在与鹏泰一个水准上，而也正因为这种误差，让天智的锦上添花结出了美丽的果实。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">中粮面业（秦皇岛）鹏泰有限公司为中国粮油食品（集团）有限公司全资子公司，</span><span lang="EN-US" style="COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">1992</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">年注册，</span><span lang="EN-US" style="COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">1995</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">年建成投产，投资总额</span><span lang="EN-US" style="COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">5000</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">万美元。公司引进两套瑞士“布勒”公司小麦粉生产线，年加工小麦</span><span lang="EN-US" style="COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">35</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">万吨，小麦粉加工工艺达到国际先进水平。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">鹏泰作为中粮集团旗下的骨干企业，无论是从企业规模还是技术实力上来讲在中粮集团内部都有重要的影响力，以鹏泰作为中粮小麦加工事业部改革的试验点，将对中粮小麦加工事业部旗下的其他企业的改革发展产生重要的影响和模范作用，同时鹏泰的改革也关系到中粮小麦加工事业部改革的成败。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">鹏泰主要产品是专用面粉，与普通民用粉相比，专用粉利润率更高，但在面粉质量、配送和销售服务等方面也有更高的要求，其主要的客户是如卡夫、达利园等食品生产企业及麦当劳、肯德基等餐饮企业。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">在专用粉的供应中，卡夫、达利园等食品生产企业及麦当劳、肯德基等餐饮企业对专用粉的质量和服务有极高的要求，同时由于市场竞争激烈，这些企业在专用粉的选购时，除了看重专用粉的质量、配送能力外，还看重企业的形象、信誉、专业服务能力及企业人员的整体素养。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">鹏泰在天智介入前，在全国有一定的知名度，但天智面粉营销策划团队调研发现，鹏泰的发展和对外宣传还只停留在原料、产品、渠道方面，还是一家传统的资源经营型企业，在企业形象对外宣传，员工素养提升方面还有不足，不符合专用面粉生产企业的发展形势要求。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">经过深入的市场调研后，天智面粉营销策划团队提出了从理念上将中粮鹏泰从传统资源经营型企业向现代品牌经营企业转变。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">鹏泰作为专用粉生产商，专业、值得信赖的形象将是影响其业务发展至关重要的因素。针对企业之间商务交流形象第一的特点，天智面粉营销策划团队提出了“跳出面粉企业来经营”的观点——我们要做的不是一个面粉生产企业，而是做一个产业链条中最具价值的服务商。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">天智面粉营销策划团队挖掘了鹏泰最具价值的系列传播点，提出“专业形象、专业素养”的企业文化建设基点，具体要求产品质量过硬，专业的生产，服务细致入微，做到专业服务，员工对企业、产品和客户有一个深入的了解，做到专业的员工素质。为了充分的展示企业的“专业形象、专业素养”。鹏泰先后制作了企业宣传片、企业型录、企业画册。鹏泰以一个全新的形象展示在市场面前。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">同时基于专用粉行业供应链竞争的本质属性，从供应链竞争中胜出成为鹏泰决策层的共识，天智面粉营销策划团队配合鹏泰完善了</span><span lang="EN-US" style="COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">ERP</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">的建设；</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">同时鹏泰总经理</span></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体"><?XML:NAMESPACE PREFIX = ST1 /><st1:PERSONNAME productid="张小平" w:st="on"><span style="FONT-SIZE: 12px">张小平</span></st1:PERSONNAME></span><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">先生坚持贯彻其创始的“三元管理模式”，在鹏泰内部形成了健康的管理循环系统。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">这个差点被中粮和正大抛弃的企业，通过从传统资源经营型企业向现代品牌经营企业转变，通过在管理上贯彻三元管理解决方案，供应链竞争解决方案，在短短的</span><span lang="EN-US" style="COLOR: black; mso-font-kerning: 0pt"><font face="Times New="New"Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体">年时间里，鹏泰跃升为中国北方首屈一指的专用粉生产企业，行业内形成“南有南顺，北有鹏泰”的美誉。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体"><o:P></o:P></span></p>
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