Human Resource Management Practices Of Modern Marketing Organization

Through research, we found that some companies that have excellent marketingcapabilities have a common characteristic, they have established a customer-oriented andcross-functional marketing organization, these marketing organizations can quickly respondto market, accurately grasp market opportunities, and thus meet customer quickly and nimbly.To operate the modern marketing organization efficiently, it must be have certain qualitiespeople to complete the task with the appropriate characteristics. For those who have certaintraits, enterprises need to implement the suitable human resource management practices forthem to have the appropriate skills and motivation. Therefore, this article attempts to explorethe contents, characteristics and evolution trend of high-performance HR practices of modernmarketing organizations based on Chinese culture, this study will provide theoretical guidanceto build the core competitiveness of enterprises.This study selects three PRD private enterprises as the cases which are Haida Group Co.,Ltd. of Guangdong, Shenzhen Ocean King Lighting Technology Co., Ltd. and GuangdongElectric Co. Elecpro, and uses the cross-case analysis techniques to study.The main conclusions of this study are as follows:(1) the drivers of modern marketingdevelopment are as follows: the complexity and uncertainty of the market environment, therapid development of high-tech information technology and economic globalization;organizational strategy, business type and size of the organization.(2) human resourcemanagement practices of Chinese enterprises modern marketing organization is thecombination of the controlled and commitment type.(3) the evolution trends in modernmarketing organization of human resources configuration is as follows: when the larger thescale, the more noticeable the driving market-oriented, the HR practices improving staffcapacity are more inclined to internalize, stimulating staff motivation tend to beincentive-based, and providing opportunities for employees will be a combination ofcommitment and controlled type.