Research On Optimizing Market-oriented Management Mechanism In AX Company

With the continuous improvement of living standards, people’s values and consumption concept has changed a lot. The customers’demands become diversified and personalized. With the continuous progress of science and technology, product replacement rate is very fast and in addition to the development of electronic commerce, the extent of the global economic integration is more and more deep, customers are facing more and more wide selection for similar products. The market competition is very intense. The increasing of market competition makes more and more enterprises realize that they must react more rapidly on the change of market environment by adopting the strategy of market orientation, and then the enterprise can achieve long-term development in the fierce market competition.The concept of market orientation is considered to be the cornerstone of strategic marketing, and it is the first prerequisite for enterprises to achieve competitive advantage and provide unique customer value. Domestic and foreign research on market orientation has a long history, and many experts and scholars have used various methods to verify the positive correlation between enterprise market orientation and enterprise performance. However, the relevant research literatures are mainly focused on the definition, measurement, model, performance results and other issues, which have not yet concerned about the specific implementation in manufacturing enterprises. In fact, the performance results of the market orientation are largely determined by the specific path and method in the process of implementation.The writer is working in AX company which is an integrated company in product development, production and sales for consumer electronics products, located in Dongguan for more than twenty years. AX company experienced ten years of the seller’s market at the initial stage to the buyer’s market in the last ten years. However, the management of AX company (including corporate culture and management mechanism) has not been adjusted essentially according to the change of external market environment, which cause serious lag behind the similar enterprises in satisfying customers’demands and the company’s customers are lost gradually. AX company is now mainly relying on the orders at low price from a number of major customers in order to provide products at low prices and the profit is extremely thin. AX company urgently needs to adopt market oriented strategy and market oriented management mechanism to control the cost from various elements of the company’s operational processes, improve the quality of products and services, develop new products creatively to win the market share. To achieve the objective of market-oriented strategic, AX company needs to do a good job in market-oriented culture, the implementation of market-oriented management mechanism, and strengthening communication and collaboration among different departments to integrate the resources of the entire company to provide customers with the greatest value of the market oriented strategy.Through the study of relevant management theories and market-oriented literatures, combining with the actual situation of AX company, the construction of market-oriented management mechanism is worked out. To establish and implement the market-oriented strategy and management mechanism in AX company, AX company needs to do the following things:construction and promotion of market-oriented culture, establishment and implementation of management mechanism in market information, customer relationship, product development and innovation, cost control and product quality control. And in order to ensure that the market-oriented management mechanism operate effectively in AX company, (1) senior management must set a good example, playing a key role in the whole process of the new mechanism; (2) the human resources department must provide good and full support for the new mechanisam, including staff recruitment and training, building a learning organization, optimizing the management information system, establishing a supervision and evaluation mechanism for the performance of market-oriented management mechanism.