An Empirical Study On The Marketing Department Culture And The Relationship With The Marketing Performance

Organization culture is the soul of the enterprise,and the competition between enterprises is the competition of the cultural force. As one of the most strongest subculture,department culture influences the growth and the development of the enterprise to some extend, tracking out the law of development of department culture may orientate department emploees consider enterprise culture more rational and take the cultural force into full play.Through the questionnaire investigation of nearly 200 employees from marketing department, the structure of marketing department culture has been studied. Including the relation between the culture factors and marketing department performance. In data analysis, some traditional statistical methods, such as exploring factor analysis, correlation analysis, regression analysis and confirmatory factor analysis were used. The research conclusions are as follows:First, the structures of marketing department culture include six factors:customer oriented,team spirit,adaptive,service quality,employee long-term development, credibilitySecendly, marketing apartment culture has strong relation with 6 index of department effectiveness and different department effectiveness can be forecasted by some department culture factors.This article is divided into five chapters, first chapter is the introduction.It refers to the research background,the questions what to be resoled and the research methods;The second chapter is theory research review and research hypothesis, thorough review of research at both home and abroad,put forward the hypotheses; The third chapter dealed with the enterprise marketing department strcuture, constructed marketing department cultural element model;The fourth chapter discussed the relationship between marketing department culture element and marketing performance through regression analysis; The last chapter of this paper summaried the research and pointed out the weakness of the research,it also pointed out the future of this research.