Research On The Transformation Of Enterprise Organization In Internet

Today, we are in a new age of the Internet. Both the traditional enterprise and Internet companies are facing great opportunities and challenges, thus an organizational transformation is no doubt necessary. This article aims at five transformation aspects in the age of the Internet, which includes the product innovation, marketing mode, organizational structure, learning method and the leadership style.At the same time, the organizational transformation can further eliminate the alienation of labor, and prompt employees to obtain free and comprehensive development. Enterprises would form self-organizations in organizational transformation, and self-organization is the gateway to the communist in stage of development organizations.The first chapter discusses the transformation trend of enterprise organizations in the Internet age. The birth of the Internet has changed the way of people all over the world. Internet meets the basic needs of contacting with each other. Since the phenomenon of labor alienation still exists today, many people hope to solve this problem by robot intelligent manufacturing. The development of Internet has its own three laws: Moore’s law, Jill De’s law and Matt Carr’s law. The big data now has become the developing strategy of many enterprise organizations and the foundation of 3D intelligent manufacturing. The development of Internet technology has brought huge impact to traditional enterprises and Internet enterprises.Chinese Internet companies have experienced 3 stages: Copy to China,Create in China and Compete in the world. Internet economy mode, like O2 O, becomes the transformation direction of so many enterprises. In face with the impact of the Internet technology, they are initiative to transform and upgrade. On the contrary, the reaction of traditional entity enterprises is relatively slow, even a competing phenomenon between traditional and the Internet emerged. On behalf of the traditional enterprises are Wang jianlin and Dong mingzhu, and on behalf of internet enterprises are Ma yun and Lei jun.In fact, these competitions are meaningful, because they are all proceeding the transformation of O2 O.The second chapter discusses the new way of product transformation in the Internet age. In recent years, two kinds of product innovation theory are very popular, one is "disruptive innovation" which is put forward in the Clayton Christensen’s masterpiece The Innovator’s Dilemma. The other is “Innovation from Zero to One ” which is put forward in Peter Thiell’s masterpiece "Zero to One: Notes on Startups on How to Build the Future". These two kinds of product innovation modes have their weakness, yet not suitable for the current Chinese enterprises’ product innovation. These are also two kinds of feasible product innovation in the Internet age, which are "suicide innovation" and micro innovation. "Suicide" innovation means that the enterprises research have to replace the existing product innovation throughout, and then push the new product into the market quickly. This often requires enterprises to establish new research team to study the reverse ways of their existing products. With the coming age of the mobile Internet, Tencent establish QQ research team and Zhang xiaolong team to focus on the mobile social software. As result, Tencent gains the WeChat today. Suicide innovation, of course, also has risks. It needs courage and wisdom of leaders and its teams. Micro innovation means the enterprises continuously improve products bit by bit to achieve the continuous improvement of the products. Also micro innovation needs the spirits of craftmanship, to make perfection more perfect, to treat users as friends. Micro innovation advocates user philosophy of simplicity, and stand in the users’ point of view to improve products. Enterprises should pay attention to product service to ensure that users could enjoy high quality services. Product innovation in the Internet age should grasp well human needs in the perspective-taking of users.The third chapter discusses the transformation of the marketing mode in the Internet age. In the Internet age, there are three new marketing ways: the first is precision marketing under the big data strategy, the second is fans marketing mode under the development we-media, the third is free marketing strategy. The Chinese traditional way of thinking focuses on perceptual grasp, and put emphasis on integrity and analogy, but lack of accurate thinking. In the era of big data, we need to change our way of thinking and to master the accurate marketing mode. Accurate marketing mode requires us to collect, analyze and use the data, in which phase we often need to focus only on the results of data analysis instead of struggling with the deep reasons. The second kind of marketing is fans marketing. With the development of the we-media, consumers’ voice is bigger and bigger in businesses. From celebrities to normal public, consumers can express their voice collectively. And the participation degree of the consumer in products and services are higher and higher. The enterprises which have a large number of loyal users would occupy the huge market. Fans marketing requires the enterprise to set up their own community BBS, weibo and WeChat, to fully respect the users’ experiences. The last kind of marketing mode is free marketing strategy, enterprise organization should use free strategy after a clear profit model.Product marketing should master the Internet thinking, namely big data thinking, users thinking and free thinking.The fourth chapter discusses the transformation platform of organization structure in the Internet age. Traditional organizational structure is generally pyramid bureaucracy forms, which had played an important role in improving the efficiency of organizations, even still have some vitality nowadays. But the weaknesses of bureaucracy become more and more visible, which is mainly reflected in Parkinson’s law and the Peter principle. In the Internet age, the organizational structure needs to take transformation on platforms. This transformation includes two aspects: internal organization platform transformation and external organization platform transformation. Internal organization platform means that one enterprise organization is going to be separated into several innovation teams. External organization platform means that large organizations are going to build mutually beneficial and win-win ecosystem, which can gain the competitive advantage of industry chain. The three giants of Chinese Internet companies, Baidu, Alibaba, Tencent are all proceeding large-scale cross-border integration. Enterprises in internet age should turn to be employees’ free and comprehensive development platforms.The fifth chapter discusses the transformation of organizational learning in the Internet age. Learning is the source of strength for continuous development of an organization. Organization learning theory discusses the way of organizational learning. Organizational learning theory originates from America and won the wide attention and great development in China. It has a strong question consciousness and reflection spirit, which is tradition in China. Organizational learning is often proceeded through meetings, thus it needs to overcome the "mask effects" and carry out the "bare surface learning". The learning mode in Confucius school is a typical "bare face learning". Modern enterprise organizations should often carry out the internal problems seminar to find and solve organizational problems. Also they should be good at carrying out product launch to let customers understand and trust the enterprise. The important task of organizational learning is to make tacit knowledge into explicit knowledge. Apprenticeships and club system can effectively inherit organizational knowledge, and establishing various learning groups is one of the important forms of modern organizational learning. As the representative of the traditional organization, China academy of launch vehicle technology establishes a lot of learning groups which effectively promote the organization learning. Relying on learning can help us move towards better future, and only the learning organization can lead the trend of the time.The sixth chapter discusses the transformation of leadership style in the Internet age. Leadership style plays an important role in every aspect of organization transformation. As a leader, he should respect the talented person’s personality and talents, establish stable talent team. Leader should establish incentive system, not only to create incentives dominated by leader but also let employees incentive each other mutually. Another function of leaders is to set up strategies and management objectives. In the organization transformation, leaders should bear the burden to build up a right organization scale and guide the shift of organizational strategic-making way from human-orientated to spontaneous. Leaders have to prevent the target from migrating and ensure the organization operation stay in the right way. The repurchase of Chinese online and the decline of RenRen embody the important role of leaders in objective management. Besides, leaders should obey to strict self-management and form powerful charisma by setting an example personally. Organization leader should set up "people-oriented" management philosophy, and make enterprises bear all members’ vision platform.The seventh chapter discusses the possible setbacks during the process of organizational transformation and looks forward the future of the organization. Organizational transformation may encounter with Murphy’s laws, thus it can not blindly follow others. Instead, it is necessary to prevent risks in transformation and stick to the excellent traditional values. Organization must bear the future-oriented thinking and action ability, thus could be able to set up long-term development strategies. Organization form which is under developing is a form of self-organization, which emphasis on self-management, and it is the organizational stage to communism. Self-organization is the consortium of human wisdom, Geeks, Makers and Witkeys now lead the trend of the Internet.This paper discusses the enterprise organizational transformation rode in the Internet age which leads to communism. The purpose of transformation is to further eliminate the alienation of labor, to release the potential of organization members, to realize labor freedom. And it is also to create continuously meet customers’ need, to improve the well-being of society.