The Research Of Marketing Organization Structure Design In Shanxi E Publishing House

With the deepening of reform and opening up and the continuous development of the socialist market economy,China's publishing industry has been an unprecedented rapid development.At present,China's publishing amount and the total amount has ranked first in the world.But on the other hand,the development of the publishing industry is also facing many problems.China's publishing industry as a whole,press marketing organizational structure is relatively simple,marketing awareness is relatively weak;most press in a blind period of profitability continued to weaken,only a few large house has a strong market competitiveness.Therefore,after the completion of the restructuring of enterprises,how to rapidly enhance their ability to survive and develop in the market is a major challenge for the publishing industry in china.Marketing organizational structure and improve reasonably is the prerequisite and basis of press to carry out marketing activities and to cultivate the market competitiveness;and the redesign will help to improve the operating performance of the marketing organization press structure,promote staff and team performance,promote the sustainable and healthy development.This paper takes Shanxi E press as the research object,adopt the way of combining theory and practice,to explore in the finish after the transformation,how to scientifically and reasonably for the E press is designed to meet the marketing organizational structure of its development strategy,and then press E for future sustainable development and lay a solid foundation,to provide a reliable guarantee.Firstly,organization structure theory,complexity theory,organizational change theory and marketing organization theory and otherrelated theories are introduced,and the research situation at home and abroad and other relevant literature review,so as to lay a solid theoretical foundation for this study;secondly,based on the introduction of Shanxi E press marketing organizational structure on the status quo research on the press the existing marketing organization,including the press staff questionnaire and interviews with leading industry press,summed up the E press the current marketing organizational structure problems;third,in the above theoretical review and Analysis on the existing problems on the basis of marketing the new organizational structure design E press,and the new marketing organizational structure of the Department to carry out the functions of re defined,put forward a new marketing organization Finally,from the four aspects of organizational guarantee,institutional guarantee,change mode and organizational culture,the paper puts forward the design of marketing organization structure.The study found that many problems in the highly centralized,marketing consciousness and performance evaluation mechanism unreasonable existing marketing organizational structure of the current Shanxi E press,most employees want marketing organization structure redesign of E press.The research results of the questionnaire investigation and interview based on the combination of modern design theory,this paper put forward the "Branch Marketing" mode,to re design the sales organization structure,marketing department,branch of marketing staff positions and marketing organization business process."Branch of marketing" model combines the advantages of linear type,division system,three kinds of matrix type organizational structure,is conducive to enhance marketing performance;terminal promotion is also conducive to the product,is conducive to the expansion of readers,in general,the will to enhance employee satisfaction,increase the economic benefits of Shanxi E Publishing House of great help.In addition,there is little research on the marketing organization structure in China,this study can also providereference for promoting the optimization of marketing organization structure in China's publishing industry.