In an enterprise, it is possible to achieve lasting improvement of the whole enterprise through many small changes, thus achieving great results. This is called "kaizen" in Japanese, and every step is very small. There is a small change here and a small improvement there, but after a few years, completely different products, processes or services can be developed. PDCA cycle was put forward by American statistician Dr. Deming, which reflects the law of quality management activities. P (plan) means plan; D(Do) means execution; C (check) means check; An (action) means handling. PDCA cycle is an important method to improve product quality and enterprise management, and it is also the basic way to run the quality assurance system. The characteristics of PDCA cycle PDCA shows four stages of quality management activities, and each stage is divided into several steps. In the planning stage, it is necessary to understand the user's requirements for product quality through market research and user visits, and determine the quality policy, quality objectives and quality plan. It includes four steps: current situation investigation, cause analysis, determination of main causes and formulation of plans. In the implementation stage, the contents specified in the previous stage should be implemented, such as product design, trial production and testing according to quality standards, including personnel training before the implementation of the plan. It has only one step: carrying out the plan. In the inspection stage, mainly during or after the implementation of the plan, check the implementation to see if the expected effect of the plan is achieved. There is only one step in this stage: effect check. In the processing stage, corresponding measures are mainly taken according to the inspection results. Consolidate the achievements, incorporate successful experiences into the standards as far as possible, standardize them, and transfer the remaining problems to the next PDCA cycle to solve. It includes two steps: consolidation measures and the next step plan. Four stages and steps of PDCA cycle. 1.PDCA cycle must be carried out in sequence. It is driven by the strength of the organization, rolling forward like a wheel and circulating repeatedly. 2. Every department, workshop, section and team of the enterprise has PDCA cycle, which solves problems layer by layer, and the big ring covers the small ring, and the environmental protection small ring promotes the big cycle. Here, the relationship between big ring and small ring is mainly connected by quality plan indicators. The next management cycle is the foundation of the next management cycle, and the next management cycle is the component and concrete guarantee of the next management cycle. Through the continuous rotation of each small cycle, the next cycle, even the whole enterprise cycle, will be promoted. Through the circulation of all aspects, the work of the enterprise is organically organized and brought into the enterprise quality assurance system to achieve the overall predetermined quality objectives. Therefore, the rotation of PDCA cycle is not the strength of any individual, but the strength of organization and collective, which is the result of the promotion of all employees in the whole enterprise. 3. After every PDCA cycle, we should sum up and put forward new goals, and then carry out the second PDCA cycle to make the wheels of quality management roll forward. Every time PDCA is circulated, the quality level and management level will be improved by one step. PDCA cycle is not only a scientific summary of the law of quality management activities, but also a scientific procedure and working method for carrying out quality management activities. It can also play an important role in addition to quality management activities. Application of PDCA management method in marketing. Some excellent enterprises have taken the lead in using PDCA cycle for marketing management. Haier group skillfully adopts PDCA management method to implement the planning, organization and control of sales tasks. At the end of each year, according to the sales completion of this year, combined with the development trend of each product and the analysis of competitors, the group business flow and each product headquarters make the sales plan for the next year, and then break this plan down into national 1 1 sales divisions. According to the completion of various industries and trade last year, market analysis and other information, the sales minister decomposed the sales plan into subordinate industries and trade companies. The general manager of the industry and trade company decomposes the task to the regional manager, who gives the task to the regional representative, who decomposes the sales task to the marketing network under his jurisdiction. At the same time, Haier also decomposes from time latitude: the annual plan is decomposed into months and the monthly plan is decomposed into days. In this way, every manager at the management level can supervise the daily work of his subordinates, implement rectification in time, and finally control every specific outlet. Haier Group follows PDCA management methods in new product development, new product listing and other aspects. This practice can ensure that "everyone is in charge of everything" and avoid a management vacuum. PDCA management method is applied to daily affairs management, forming Haier's unique OEC daily closing system. Everyone is in the corresponding post, and each post has different responsibilities. Corresponding indicators are assigned, and employee incentives are directly linked to indicators. Indicators can be divided into main indicators, auxiliary indicators and temporary task indicators. In the evening, everyone analyzed the completion of various tasks that day, found out the reasons for the gap and the methods of rectification, so as to improve the quality of work in the future, which constituted a process of continuous improvement. After completing the summary of the day, the employees will make tomorrow's work plan, and then submit the OEC Daily to the competent leader, who will review and control, evaluate and motivate the subordinates' work on the same day. Haier believes that the main idea of OEC management method is to "adhere to two principles and treat two kinds of people to the maximum extent", that is, adhere to the closed-loop principle, adhere to the optimization principle, care for employees' lives to the maximum extent and meet users' needs to the maximum extent. The so-called closed-loop principle is that everything should follow the PDCA cycle and spiral upward. The so-called optimization principle refers to finding out the weak items according to the barrel theory, rectifying them in time and improving the level of the whole system. In the operation of an enterprise, there will inevitably be many links. As long as we find the key link that restricts the improvement of economic efficiency of enterprises and solve the primary contradiction, other contradictions will be solved. Zhang Ruimin said that Haier's production line produces tens of thousands of household appliances every day. We can ignore how to deal with the problem, but we can't pursue any problems. OEC management method takes the law of mutual change of quality as the basic idea, insists that things become clearer day by day, and makes the improvement of employees' literacy, quality of enterprise and management level reflected in their daily work. Through the accumulated management progress, the combination and operation of various elements of productivity can be reasonably optimized, and the actual productivity can be improved as much as possible without increasing investment, so that management can get twice the result with half the effort. Haier applies PDCA to internal marketing team management, so is this management method suitable for external marketing? Shanghai General Motors Company successfully applied this method to its own distribution system, which greatly improved the service of dealers. Among its nearly 65,438+000 dealers, the policy pursued by Shanghai GM is to formulate PDCA improvement plans for some dealers who have poor business performance, can't meet the requirements of Shanghai GM, can't develop effectively in the market, or can't operate in full accordance with the concept and norms of Shanghai GM in after-sales service. After completing these four parts, the whole marketing management of dealers will enter a virtuous circle. If it still doesn't work, the dealer will be eliminated. From the above, it can be seen that the core of PDCA management method is to make all the affairs of the enterprise develop towards the predetermined goal under effective control through continuous improvement.