Case Study And Application Of Enterprise Organization Structure Change From The Perspective Of Customer Value In The Internet Era

The Internet technology ensued from the Internet Era has had a tremendous impact on modern culture,social psychology,organization and structure,thinking mode,and both individual and collective behaviors.It has changed people's social way of thinking,behavioral pattern,and lifestyle immensely.Organizations and the environment are mutually dependent.It is no novelty at all that organizations change structurally along with the changes of the environment.The organizational structure,a factor of the organizational environment,refers to the allocation of resources,including the stable arrangements for human,financial,and material resources.Apart from the compelled changes in the organizational structure,another characteristic organizations are faced with in the Internet Era is that the customers' needs are fragmentary,diversified,varying,and individualized.Customers are the foundation for enterprises to achieve their strategic goals.The customer value significantly influences the purchase decision in an either direct or indirect way,and it is therefore where the enterprises get their competitive edge.Creating customer value and meeting customer demand are the keys to the development of the enterprises and thus their perpetual goal.The survival of all enterprises is dependent on the profits provided by customers.In view of the above,this study explores the changes of corporate organizational structure in the Internet Era regarding customer value and proposes the model for the organizational structure change in an aim to promote enterprise management innovation.The first section is an introduction to the research background,including the research questions,the significance of the study,the research methdology,the research technology framework,and the main breakthroughs.The second section is a literature review on the theory of organizational structure and customer value and the related research on customer value and organizational structure in the Internet Era.The research gap is also pointed out in this section,that is,although most studies admit the interdependency between customer value and organizational structure,few of them have been done in a context of the Internet Era and even fewer with a research method other than literature research.The third section takes a close-up look at multi cases such as Alibaba,Haier,Hstyle,and Huawei,and analyses the evolution of the organizational structure of these companies.The data range from May 2017 to May 2018.It is believed that the change of organizational structure in the Internet Era has evolved from a vertical mode to horizontal.The organizational structure of the platform is the direction of corporate organizational structure change,and it is proposed that the organizational structure of the platform has the characteristics of enterprise-as-platform,employee-as-maker,decentralized organization,and close internal collaboration.The final section takes the marketing department of power grid company as the application object,and concludes that the power marketing of power grid company has opened up on the side of power sale in the context of the Internet Era,and the competition has become increasingly fierce.The power demand of customers has a tendency of multi-level,diversification,leanness,and customization.The status quo of the organizational structure of the marketing department is also anayzed.The study suggests the organizational structure of the marketing department of power grid companies to reform by applying the customer-oriented organizational structure transformation model.The study then provides a replicable path for organizational structure changes in the marketing department of the power grid company by putting forward the safeguard measures for implementation of the organizational structure reform from four dimensions: leadership support,concept first,system design,and resource guarantee.