Discussion On Mobile Communication Enterprise Marketing Organization Flattening Operation

In20082009reorganization of telecommunication reform and the issuance of3Glicenses, promoted the telecommunications industry pattern optimization. Huianmobile continuous years of strong growth momentum is obvious challenge, due to thetraditional management model has been unable to meet the needs of the rapiddevelopment of modern enterprises, the traditional division layer organizationstructure system that vary from minute to minute market information often lagsbehind the competitors; the communication cost, coordination cost and control andsupervision costs rise; Department and project manager division of labor intensivemake the organization cannot obtain the overall effectiveness of the best. Thereforewe must get rid of the company from top to bottom vertical towering structure, reducethe administrative level, increasing the range of management, cut down redundantpersonnel to establish a compact horizontal organization, to make the organizationmore flexible, agility, flexibility, creative purpose.In recent years the study of telecommunication enterprise organizational structurechange article emerge in an endless stream, but different regional telecom marketcompetition environment due to economic, social, cultural differences and verydifferent. Huian communications market existing in nine counties and cities ofQuanzhou and other companies like market pattern, but also is put in a lot of differentfrom other counties and the characteristics of the company. Therefore it is necessaryaccording to company of Huian local telecom market environment the actualcharacteristics, study of Huian mobile in the new competition environment, how toconstruct the reasonable business structure, to enhance the core competitiveness ofenterprises, enhance the market ’s three share.The domestic and foreign research organization flattening theory this article toomany to count, especially in GE, industrial enterprises in the nineteen eighties up toorganization flattening reform gained a success, make flattening theory by many largeenterprise groups in business development for the bible. With the development ofcomputer technology, the market competition situation, in line with the marketreflects the market must make the decision, thus requiring appropriatedecentralization to ensure customers and the stability of the market share, so theflattening theory is currently quite long henceforth period of time need to explore andstudy. Especially in many high-tech enterprises, as China market vigorousdevelopment of the tertiary industry, with the growing scale of business andenterprise architecture extension, especially as China Mobile Group Company by theformer government planning under the transition from state-owned enterprises, if the market development and intense competition today continues to maintain highspeed growth, constantly from the organization framework out some of the problems,must undertake new round of reform and exploration. Then flattening theory in somecity company for the pilot reform of the enterprise development, is not only theproblem of success or failure, even for flattening theory a new contribution.China Mobile Group Company, marketing flat organization is the new marketingstrategies of means; as Huian mobile company, marketing flat organization is the newtactical performance growth the killer mace. Marketing organization flattening is amodern enterprise marketing management the new trend of the development of Huianmobile future, as an important marketing and management models, to achievemarketing organization flattening reform has been unable to hold oneself back, thisarticle from the general theory of development situation proceed with, discuss modernenterprise flattening theory as the theoretical foundation of reform, reform theenvironment analysis and the feasibility analysis, thus obtains a set for Yu Huianmobile branch flatten reform theory. This paper first on the Huian mobile company’smarketing management to explore, to execute marketing organizational flatteningmanagement reform undertakes study, including the current municipal corporationmarketing department functions, county company marketing function orientation andcombing, to the county market decision-making organizational structure in thebamboo reorganization, strengthen decision-making layer on the forefront of marketreport sensitivity, strengthen personnel to reflect market information to the companydecision response speed, in order to establish high efficient marketing organizationstructure; at the same time on channel marketing organization and marketing model isalso discussed, from before the big agents marketing mode change to all direct supplysales marketing innovation model. Then, the channel management and channelstructure will be adjusted for the direct supply of the flat model. Through themarketing organization of multiple innovation, so as to Huian mobile worked out aset of suitable for their own marketing management method, establishes a set ofadaptation field competitive marketing management system.This paper presents a new marketing channel theory, by using the method ofcomparison, the SWOT analysis method, inductive method and case analysis andother research methods, combined with the telecom operators especially Huianmobile company’s marketing current situation of implementation and management ofresearch, analysis of Huian mobile marketing organizational structure of the corecompetitiveness of the impact of marketing organizations, enhance competitiveadvantage train of thought and countermeasure.In this paper, both theory analysis and demonstration, and on thetelecommunications market in Huian a large number of real data empirical study,conclusions are of certain universal significance and higher practical value, forQuanzhou telecom operation enterprises in the new situation of building a reasonable marketing organization and marketing channel system, enhance the market share andcore competition ability to have important reference meaning.This paper is focus on the innovation of China Mobile CommunicationsCorporation as the high-tech enterprises in the market tend to be high in saturatedcondition, market mode from traditional4P marketing means to grid marketing mode;market segmentation by the town market to the rural market, home market, thecampus market and other refined market extension marketing organization; traditionalPyramid mode to the flat grid marketing organization mode transition. The resultingfrom the need to flatten the marketing organization mode of organizational structure,change through marketing organization system optimization and managementdecision to further explore the issue, the final confirmation of marketingorganizational reform is correct, it is currently marketing organization of researchinvolving fewer parts, the researchers have a certain reference value.