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The Research On Enterprise Organization Constructer Reforming Based On Internal Marketing

J. Zhu, L. Zuo, X. Sun, Kuo Zhang
Published 2013 · Business

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In the face of fierce competition, enterprises begin to build customer-oriented operation conception to meet customers' changing demands. The study suggests that enterprises can build such a kind of culture by taking internal marketing management activities. Otherwise, internal marketing can be regarded as an instrument to coordinate the relationship between departments and to carry out organizational reform, which can guarantee the implement of customer-oriented marketing system. Therefore, the implement of internal marketing will definitely bring about the organizational reform. In this paper, I would like to build a market-oriented organization by analyzing internal marketing theories and organization structure, as well as by combining qualitative analysis with quantitative analysis to provide some reference for companies that is preparing to reform organizational structure. With the rapid development of socio-economic environment and consumer demand, competition among enterprises has become increasingly fierce. In order to meet changing consumer demand, many companies have established a customer-oriented marketing system in the process of operation of the entire system of the enterprise, and all activities are starting from the customer point of view. Though the influence of PIMS, marketing managers believe that market share is a driving force behind corporate profit for a long time, but subsequent research has found that if employees' satisfactions increase by 5%, the customer satisfaction will go up in 1.3%. Therefore, we can conclude that employees' satisfaction is connected with profits in companies. In recent years, the internal marketing become more and more popular, and the company can improve the employees' satisfaction by internal marketing as well as combine the worker's profits with enterprises'. With the aid of predecessors' research on internal marketing, this paper finds some relationships between internal marketing and organizational structure and then provides a newly systematic perspective for organizational structure reforming research, which is really making sense.
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