Application To Modern Western Marketing Organization In Chinese Companies

A reasonable marketing organization is very important, for it is a powerful carrier for marketing activities and it takes the responsibility to publicize marketing culture. Marketing organization' s position and role are much stronger than before as the environment is uncertain. Undoubtedly, we pay little importance to it in theory and in practice. More important, we often neglect to connect the background of theory with Chinese market. What is more, new marketing ideas can not be carried out.Environment decides the organization. Marketing organizations in our companies has prevented its developments, and many problems come out in the process of revolution. I focus on three main problems in this article . One is extensive management for marketing organization , which departs from the reality. Another is conflict between marketing department and other functional departments. The last one is that the present marketing functions are not fitting to network organization. I realize that there is a common point in these three problems, lack of relation,coordination and integration between marketing functions, between marketing departments and other functional departments, between one company and outside entities.I design a few projects for the problem. At first, I believe that marketing consciousness is necessary for all the employees to cooperate. Second, building formal and informal teamwork. Third, the company needs to reorganize the structures and marketing organization' s functions.