Research On The Effectiveness Of Marketing Organization Matching Based On Enterprise Transition Oriented

Facing the dynamics and complexity of the environment,enterprises can regain the lasting competitive advantage by transforming.It is important for enterprise transformation to match organization ability of marketing organization with transformation orientation.Under the background of enterprise transformation,first of all,The paper obtains the ability requirement of the marketing organization based on enterprise transformation factor by analyzing the studies before.So the index system of matching effectiveness of marketing organization based on transformation is Established.Then,based on exploratory factor analysis,a conceptual model of matching effectiveness of marketing organization is put forward based on enterprise transformation oriented.the structural equation is applied to verify the conceptual model.Finally,the weight of the index is calculated according to the correlation coefficient,and the matching validity is measured from a quantitative perspective,which provides theoretical basis for promoting the transformation development.First of all,this paper analyzes the domestic and foreign research status of enterprise transformation,marketing organization ability and matching effectiveness.At the same time this paper introduces the research content and research methods of this paper.It lays a theoretical foundation for selecting index system and matching effectiveness.Secondly,through the analysis of theoretical knowledge of the enterprise transformation,marketing organization ability and the matching effectiveness,this paper puts forward five key factors of enterprise transformation and the concept of matching effectiveness,and according to the proposed research method of matching effectiveness and five key factors of transformation,the index system of matching effectiveness is put forward.Through the expert scoring method,the rationality of the indicator system is screened,and finally 32 organizational capability indicators are obtained.Furthermore,according to the proposed index system,a questionnaire is designed and issuees,through project analysis,exploratory factor analysis and reliability analysis of questionnaire data,there are six common factors that they are the flexible organizationalmanagement capability,the capability of supply chain responsiveness,innovative learning capability,and the capability of environment awareness,the capability of organizational incentive,risk control capabilities are obtained.So the paper proposes a conceptual model for the study of matching effectiveness.Finally,descriptive statistical analysis,reliability and validity analysis,and confirmatory factor analysis of the structural equations is performed on the data collected from the questionnaires again.The data passes the tests of the fitting indicators.It is proved that the proposed conceptual model has good fitting effect with data.The weights of variables are weighted by the correlation weight method,and the calculation method of the matching effectiveness is given,and the suggestions are put forward from the evaluation mechanism of establishing the matching effectiveness.