基于内部营销的通力电梯公司成都分公司组织结构优化设计
发布时间：2018-08-25 17:47
【摘要】：随着网络化进程、全球经济一体化进程的加速,消费者的需求越来越多变,企业之间的竞争越来越激烈,竞争的重点也从争夺外部顾客的数量和范围,扩展到企业内部营销的发展。近年来对内部营销越来越深入的研究,使学者发现内部营销是一种将内部协调与外部顾客导向相结合的理论。它不仅可以为组织内部协调提供有力的工具,达到更高层次的员工满意度,而且可以树立企业的顾客导向意识,建立市场导向的组织结构。本文的主体部分分为五个部分。第一章对研究背景、内容、方法及创新点做了简要的说明。第二章从组织结构和内部营销两个方面对相关理论做了总结,并比较该方法的优势。第三章对案例企业的组织结构进行简单的说明,并提出现有的问题。第四章用内部营销法通过方向、路径和行动三个层次对组织结构进行优化。第五章对优化结果进行评估并总结经验。结果表明,在优化方向确认的基础上,以业务流程为导向优化组织结构及制定优化措施,使得企业的效益、运营效率和管理效率都得到了提升。因此,用内部营销法对组织结构进行优化是可行且有效的。本文创新的使用内部营销的三层次模型对组织结构进行优化,以通力电梯成都分公司为案例,分析内部营销理论在组织结构优化中的应用,以期为企业组织结构优化方法做出贡献。
[Abstract]:With the development of network and the acceleration of the process of global economic integration, the demand of consumers is becoming more and more changeable, and the competition among enterprises is becoming more and more intense. The focus of competition is also from the number and scope of external customers. Expand to the development of enterprise internal marketing. In recent years, more and more in-depth research on internal marketing has led scholars to find that internal marketing is a theory that combines internal coordination with external customer orientation. It can not only provide powerful tools for internal coordination and achieve higher level of employee satisfaction, but also establish customer oriented consciousness and market oriented organization structure. The main part of this paper is divided into five parts. The first chapter briefly explains the research background, content, method and innovation. The second chapter summarizes the related theories from organizational structure and internal marketing, and compares the advantages of this method. The third chapter simply explains the organizational structure of the case enterprises, and puts forward the existing problems. Chapter four optimizes the organizational structure through three levels: direction, path and action. The fifth chapter evaluates the optimization results and summarizes the experience. The results show that on the basis of confirming the direction of optimization and taking business process as the guide to optimize the organizational structure and formulate the optimization measures, the efficiency, operation efficiency and management efficiency of the enterprise are improved. Therefore, it is feasible and effective to optimize the organizational structure with internal marketing method. This paper innovatively uses the three-level model of internal marketing to optimize the organizational structure, taking Kone Elevator Chengdu Branch as a case to analyze the application of internal marketing theory in the optimization of organizational structure. In order to contribute to the optimization of the organizational structure of enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6
本文编号：2203640
[Abstract]:With the development of network and the acceleration of the process of global economic integration, the demand of consumers is becoming more and more changeable, and the competition among enterprises is becoming more and more intense. The focus of competition is also from the number and scope of external customers. Expand to the development of enterprise internal marketing. In recent years, more and more in-depth research on internal marketing has led scholars to find that internal marketing is a theory that combines internal coordination with external customer orientation. It can not only provide powerful tools for internal coordination and achieve higher level of employee satisfaction, but also establish customer oriented consciousness and market oriented organization structure. The main part of this paper is divided into five parts. The first chapter briefly explains the research background, content, method and innovation. The second chapter summarizes the related theories from organizational structure and internal marketing, and compares the advantages of this method. The third chapter simply explains the organizational structure of the case enterprises, and puts forward the existing problems. Chapter four optimizes the organizational structure through three levels: direction, path and action. The fifth chapter evaluates the optimization results and summarizes the experience. The results show that on the basis of confirming the direction of optimization and taking business process as the guide to optimize the organizational structure and formulate the optimization measures, the efficiency, operation efficiency and management efficiency of the enterprise are improved. Therefore, it is feasible and effective to optimize the organizational structure with internal marketing method. This paper innovatively uses the three-level model of internal marketing to optimize the organizational structure, taking Kone Elevator Chengdu Branch as a case to analyze the application of internal marketing theory in the optimization of organizational structure. In order to contribute to the optimization of the organizational structure of enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6
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