J Company Marketing Organization Structure Diagnosis And Redesign

Liquor industry is a cultural industry with Chinese characteristics.With the rapid development of China's economy,the market scale of liquor industry has been continuously expanded.After the deep adjustment in the industry from 2012 to 2014,the competition in the liquor industry has become increasingly fierce and the competition pattern has also undergone great changes.Since 2015,the liquor industry has entered a new round of growth cycle.In the past three years,the liquor industry has experienced rapid recovery growth and the concentration of the industry has been further improved,during which the competition among liquor enterprises has been upgraded to the competition of comprehensive strength including production and quality,marketing organization,mode and strategy,marketing execution and so on.Especially,the strategic execution ability of marketing organization plays a more and more important role.J company is an enterprise which regards liquor brand operation and marketing as its core business and has also experienced high growth in the past three years.With the continuous upgrading of consumption and the further intensification of industry competition,J company implemented the adjustment of marketing strategy at the end of 2017,but the result of this adjustment is not ideal.Faced with a huge crisis at the end of 2018,J company ushered in another marketing strategy transformation at the beginning of 2019.In order to coordinate this marketing strategy transformation,this paper tries to establish an organizational structure system to effectively support the new marketing strategy of J company from the perspective of organizational structure and based on the theoretical basis of strategy of "follow the organizational structure".Meanwhile,In combination with the background of implementing marketing strategy transformation of J company and the full consideration of marketing environment characteristics of liquor industry,this paper fully learns from and absorbs the characteristics of marketing organization structure of industry benchmark enterprises,and refers to the theory of effectiveness of organization structure.Starting with the four dimensions of "strategic orientation,work division,internal coordination and external response",it diagnoses the marketing organization structure of J company through questionnaire analysis,interview and other different methods,then finds out the existing problems of J company's marketing organization structure.After in-depth analysis of the "system environment" and "task environment" with which J company is faced,the specific impact of the system environment and task environment on the marketing organization structure of J company is found.Through value chain analysis method and strategy map method,the key core functions supporting the implementation of J company's marketing strategy is found.On the basis of the analysis above,this paper puts forward the redesign scheme of J company's marketing organization structure.After that,the paper evaluates the solutions to the problems existing in the original organizational structure which are based on the new marketing organizational structure scheme so as to ensure that the organizational structure of J Company adapts to the strategy after the imp lementation of the new marketing strategy and effectively supports the implementation of the strategy.with the hope of finding a scientific path and design method of organizational structure design and providing reference for the specific design scheme of organizational structure of the enterprises of the same type through similar research.