Project Background

The musical instrument manufacturing industry is an important part of China's cultural industry and one of the advantageous industries of China's light industry.2021Total exports of musical instruments amounted23.40Billion US dollars, compared with ten years ago2012Annual growth37.51%. After ten years of unremitting efforts and development, China has become a big country of musical instrument manufacturing, consumption and export in the world, and plays an important role in the development of global musical instrument economy.

With the intensification of market competition and the diversification of consumer demand, musical instrument manufacturers are facing many challenges such as product innovation, brand building, quality improvement, and management optimization. How to cultivate and retain talents with professional skills and innovative ability, how to establish and improve a scientific and effective management system, and how to enhance the core competitiveness and market share of enterprises have become the key issues for the development of musical instrument manufacturing enterprises.

Customer pain points

The client of this project is a musical instrument manufacturer specializing in the production and sale of guitars, established in2005years, with independent brands andOEMBusiness, products are exported to Europe, America, Japan and South Korea and other countries and regions. Customers have a certain degree of visibility and influence in the industry, but in recent years they have also encountered the following difficulties:

The brain drain is serious. Due to the fierce competition in the industry, it is difficult for customers to retain excellent designers, technicians and sales personnel, resulting in a decline in product innovation capabilities and an erosion of market share.

The management system lags behind. Customers lack a scientific and reasonable organizational structure, process specifications and assessment mechanisms, resulting in poor internal communication, low efficiency, and quality fluctuations.

Blurred brand image. Customers do not have a clear brand positioning and communication strategy, resulting in a lack of consumer awareness and trust in the customer's products, it is difficult to form loyalty.

Project Purpose

In response to the pain points and needs of customers, Shangpu Consulting provides customers with talent training and management consulting services, aiming to help customers achieve the following goals:

Improve the quality and stability of talents. Through targeted training courses and incentive measures, the professional skills and innovation ability of customer employees are improved, and the sense of belonging and loyalty of employees are enhanced.

Optimize management systems and processes. Through the diagnosis and improvement of the customer's organizational structure, management process and assessment mechanism, establish and improve a scientific and effective management system to improve the customer's operational efficiency and quality level.

Shaping brand image and influence. Through the analysis and planning of the customer's brand positioning, target market and communication channels, formulate and implement targeted brand strategies to enhance the customer's brand awareness and reputation.

Research object

In order to gain an in-depth understanding of the current situation, problems and needs of customers, Shangpu Consulting conducted research on the following objects:

Senior management of customers: including general manager, deputy general manager, heads of departments, etc., total15People, mainly to understand the customer's development strategy, goals, difficulties and expectations.

Customer middle management: including department managers, supervisors, etc., total30People, mainly understand the customer's organizational structure, management process, assessment mechanism, etc.

Customer front-line staff: including designers, technicians, sales staff, etc., total100People, mainly understand the customer's work content, working environment, job satisfaction, etc.

Customers Existing customers: including domestic and foreign wholesalers, retailers, agents, etc., a total50Home, mainly to understand the customer's product quality, service level, brand image, etc.

Customers Potential customers: including domestic and foreign guitar lovers, music education institutions, performance groups, etc., a total100home, mainly to understand the customer's product awareness, purchase intention, selection criteria, etc.

Project Content

Based on the results of the survey, Champ Consulting has developed the following project content for its clients:

Talent training program: including the following three aspects:

Designer training program: by inviting well-known guitar designers at home and abroad to give lectures and guidance, improve the professional level and innovative thinking of designers; by organizing designers to participate in guitar exhibitions and competitions at home and abroad, broaden the vision and communication opportunities of designers; through the establishment of designer incentive mechanism, including bonus, promotion, overseas investigation and other ways, enhance the enthusiasm and loyalty of designers.

Technical personnel training program: through the introduction of international advanced CNC machine tools and production lines, improve the operation level and efficiency of technical personnel; through the development of guitar production technology training courses, improve the theoretical knowledge and practical ability of technical personnel; through the establishment of technical personnel incentive mechanism, including bonus, promotion, skill certificate and other ways to enhance the enthusiasm and loyalty of technical personnel.

Sales staff training program: through the development of guitar product knowledge training courses, improve the product professionalism and confidence of sales staff; through the development of sales skills training courses, improve the communication ability and persuasion of sales staff; through the establishment of sales staff incentive mechanism, including bonus, promotion, travel subsidies and other ways to enhance the enthusiasm of sales staff.

Management consulting programme: includes the following three aspects:

Organizational structure optimization plan: through the analysis and evaluation of the customer's organizational structure, put forward optimization suggestions, including adjustment of department settings, functional division, staffing, etc., to make the organizational structure more reasonable, efficient and flexible.

Management process optimization plan: through the analysis and evaluation of the customer's management process, put forward optimization suggestions, including the development and improvement of the work standards, flow charts, work manuals, etc. of each department, so that the management process is more standardized, clear and concise.

Assessment mechanism optimization scheme: through the analysis and evaluation of the customer's assessment mechanism, put forward optimization suggestions, including the formulation and improvement of the assessment indicators, assessment methods, assessment cycle, etc. of each department, so that the assessment mechanism more scientific, fair and incentive.

Brand strategy program: including the following three aspects:

Brand positioning scheme: through the analysis and research of the customer's brand status, target market and competitors, put forward brand positioning suggestions, including brand vision, brand mission, brand values, etc., to make the brand image more distinct, unique and attractive.

Brand communication scheme: through the analysis and evaluation of customers' communication channels, communication content and communication effect, put forward communication strategy suggestions, including selecting appropriate communication media, making creative communication materials, adopting effective communication means, etc., so as to enhance the brand awareness and reputation.

Brand marketing plan: through the analysis and evaluation of customers' marketing activities, marketing resources and marketing effects, put forward marketing strategy suggestions, including carrying out characteristic marketing activities, using influential marketing resources, adopting targeted marketing means, etc., so as to increase brand sales and market share.

Project Value

This project provides customers with talent training and management consulting services to help customers achieve the following values:

For customer employees, this project improves their professional skills and innovation ability, enhances their sense of belonging and loyalty, and improves their job satisfaction and happiness.

For client companies, this project optimizes their organizational structure and management processes, improves their operational efficiency and quality levels, shapes their brand image and influence, and enhances their core competitiveness and market share.

For Champu Consulting, this project demonstrates our professionalism and service capabilities, increases our performance and revenue, and enhances our industry reputation and customer reputation.