A Study On Marketing Change Driven By Outside New Managers Of Chinese Enterprises

The paper studies the marketing change (MC) driven by outside new managers (ONM) of Chinese enterprises as fellows:(1) What about the status of MC driven by ONM since 1995? (2) How to select right ONM in right time to drive the MC for the enterprises? (3) How to drive the MC in Chinese enterprises for ONM? (4) How to carry out or consolidate the MC driven by ONM? (5) How to evaluate, improve the MC performance driven by ONM? The structure theory, knowledge and knowledge management theory, philosophy, economics theory, organization and behavior theory, psychics, strategy management theory are used in this paper, and also the literature research, statistic analysis, case research, mathematics modeling are also used. This paper analyzes the MC driven by ONM in Chinese enterprises from Jan. 1995 to May 2004 with statistics, the information and characteristics of ONM, the enterprises selecting the ONM, the environment, the MC process, MC events, MC performance, ONM return after MC are described and synthesized in five ways. The paper enriches the research at home and aboard. Turn to the question of how to select right ONM, by theoretical researching, this paper has suggested that ONM is the Knowledge Body of Marketing Change (KBMC) and the enterprise planning change is the Body of Marketing Change (BMC), and has described the structure of two models, linked with MC events, the knowledge demand of BMC and the knowledge feature of KBMC feature connected, And it suggested KBMC-BMC selecting model that enterprises select ONM. On this foundation Chinese enterprises MC practice make statistics of analysis. Turn to the question of that how enterprises carry out MC driven by ONM, this paper based on the organization change process and knowledge management process models, puts forward a join model theoretically. On the foundation of above-mentioned stage model, we make statistics analysis for the enterprise practice of Chinese Marketing Change, and have given application to the change case of Lang spirit company. Turn to the question of how to execute and consolidate the MC driven by ONM. This dissertation analyzes and integrates the cognition development processes of KBMC and BMC in the process of MC, which is depicted as di-cycle model of KBMC-BMC. Further more, it applies this model to the statistic analysis of the execution and consolidation of MC for Chinese enterprises. Turn finally to the problem of how to evaluate and improve the performance of MC. It introduces the evaluation and analysis model of MC performance based on improved BSC and Grey-relation method in different environce. The above results provided the new ideas for evaluating, analyzing and improving the performance of MC. Then it made the statistic analysis of the improvement directions of MC performance of Chinese firms based on the analysis matrix of 10 kinds of improvement models.