Case Study On The Dynamic Mechanism Of Marketing Management Of Jinshuitan Water Conservancy Scenic Area

Relying on water conservancy projects,water conservancy scenic area is not only a symbol of high quality water resources and good ecological environment,but also a tourist destination which perfectly matches the green consumption theory,a vivid illustration of "lucid waters and lush mountains are invaluable assets.".Up to now,there are 832 state-level water conservancy scenic areas,among which 370 are of reservoir type(accounting for 44%).Water conservancy scenic area of reservoir type is the most important form of water resources utilization in China.However,many problems appear regarding to its marketing management,such as extensive model,single means,insufficient strength and lack of talents.Besides,the existing studies emphasize on planning,construction and protection while belittle marketing.Those prominent problems must be solved immediately.This article uses relevant theories of dynamic mechanism and incentive mechanism for reference and applies the research methods of dynamic mechanism theory in the field of management science.Considering the object of the study as an organic whole,it not only demonstrates the function principle between single dynamic factor and the subsystem,but also fully considers the possible existing function relations between all the dynamic factors and the subsystems so as to understand the overall operation framework of the dynamic mechanism.In this paper,the dynamic factors of marketing activities are described by organizational goal,individual goal,individual capability,performance appraisal,salary incentive,promotion incentive,achievement need,institutional constraint,organizational culture and internal control.The first four-organizational goal,individual goal,individual capability,and performance appraisal,are used to describe orientation factors;the middle three-salary incentive,promotion incentive,and achievement need,are used to describe incentive factors;and the last three-institutional constraint,organizational culture,and internal control,are used to describe cultural factors.Taking the Jinshuitan water conservancy scenic area as a case,a 210 minutes of in-depth interview is conducted with 10 marketing related employees.Text analysis,literature analysis,system analysis are used in combination to compare and analyze the specific performance and function principle of and between dynamic factors and each subsystem of Jinshuitan ’ s marketing management before and after its restructuring.Marketing management dynamic analysis framework is built with marketing management orientation mechanism,incentive mechanism and cultural mechanism as the core.Through study,the following conclusions are drawn:(1)Organizational goal is the core element of dynamic mechanism of marketing management and it determines the orientation of the dynamic within the organization;(2)Individual capability is the fundamental driving force and it determines the realization of organizational goal;(3)The incentive system is an additional driving force and,by meeting individual goal,it helps to make the most of individual capability to achieve organizational goal;(4)The cultural system is the supporting force and it constitutes the "field environment" for the operation of the dynamic mechanism of marketing management;(5)Management mechanism is an important factor as it affects organizational goal,organizational culture and incentive mechanism.Based on the study of dynamic mechanism of management science,this paper holds that in addition to the analysis of internal function relations of different subsystems,further analysis of function relations among different subsystems should also be conducted.In the mean time,external factors that may influence the dynamic system should be fully considered and integrated so as to form a larger dynamic system for the overall study.Through further study of the case,it is found that management mechanism problems of state-owned enterprises,such as formalized performance appraisal and incentive means,insufficient internal competition,prevalence of egalitarianism are the main reasons which caused inadequate marketing management driving force of Jinshuitan water conservancy scenic area.To this end,following suggestions are offered for reference:(1)keep upgrading organizational goal;(2)recruit professionals and strengthen training of young employees;(3)establish effective performance management system;(4)improve salary management and expand promotion channels;(5)set up a market-oriented cultural view.