Research On The Mode And Performance Management Of Marketing Organization

With the globalization of economic, development of the technology and swift changes of customer demand, the race among enterprises becomes more competitive. In order to deal with the more turbulent and complex environment, enterprise needs more flexible, efficient and innovative marketing organization. Different marketing organization modes not only reflect the hierarchical relationship from simple to complex, from part to whole, from internal to external development in marketing organization, but also the different developing stage of marketing organization. Therefore, it is of theoretical and practical significance to select and design the marketing organization mode according to the enterprise development strategy (including marketing strategy) and organizational maturity, and conduct performance management.Firstly, the changes of enterprises’marketing environments, their requirements on enterprises’marketing organization and the issues existed in the enterprises’marketing organization are studied in this dissertation. Meanwhile it elaborates the marketing organization modes and the purpose and significance of performance management. Then, the selection models of marketing organization modes is built through the application of the maturity theory, and the design of enterprise’s internal marketing organization and enterprise’s marketing alliance is discussed based on the developing trend of marketing organization. The game relationship between the main entities in the marketing organization is analyzed and the incentive and constraint mechanisms for marketing organization are discussed by using game theory. Finally, the content of performance evaluation in the marketing organization is discussed and performance evaluation indicator system for marketing organization is built based on Balanced Score Card (BSC), then the performance evaluation model of marketing organization is built in the method of Data Envelopment Analysis (DEA), and an empirical analysis is taken at last.The main innovation points of this dissertation are as follows:(1) The selection model of marketing organization mode by using maturity theory is built, and the design of enterprises’internal marketing organization and marketing alliance is discussed respectively. Based on different marketing activity scope and strategy level, there are3modes of marketing organization, that is:department marketing organization mainly based on marketing department and its affiliated functional department, corporation marketing organization (market-driven corporation) based on the whole corporation which is marketing-oriented, and network marketing organization which is a marketing network of corporation and its external partners. Enterprise should select its marketing organization mode considering the external environments and its own maturity. In order to deal with the organizational growth and improve the marketing organizational performance, the structure of marketing organization should be designed and adjusted with the change of environment and enterprise development strategy continuously. In the design of internal marketing organization based on star model, it is discussed how to design strategy, organization capability, structure, process, reward system and staff on three different levels according to the degree of market orientation of enterprises. In the design of network marketing organization based on dynamic capability, the building conditions, designing rules for marketing alliance, and the factors which should be considered when the main enterprise selects its partners is discussed.(2) The game model between the main entities in the marketing organization is built by the application of game theory, and the incentive and constraint mechanisms for marketing managers is put forward based on the game analysis. The game relationships between the main entities in the marketing organization include the game relationship between enterprise and its internal marketing department, and the game relationship between the core enterprise and its cooperative partners in the marketing alliance. The incentive and restraint mechanisms for marketing managers should be the total compensation strategy considering both extrinsic compensation and the intrinsic reward synthetically. Marketing project team should be inspired effectively in corporation marketing organization; member enterprises also should be inspired and restricted effectively in network marketing organization.(3) Performance evaluation indicator system for marketing organization is built based on BSC, and the performance evaluation model for marketing organization is established in the method of DEA. According to BSC, the performance of marketing organization is evaluated by the input and output indicators from four aspects including finance, customer perspective, internal process and study&growth. Finally, performance evaluation model for marketing organization containing20evaluation indicators is built by using DEA and an empirical analysis is taken for performance evaluation model of marketing organization. These findings will provide reference for enterprises choosing the marketing organization mode, designing marketing organization structure, implementing marketing organization management by using incentive and restraint mechanism, and evaluating marketing organization performance.