A Research On The Influence Of Organization Structure On Marketing Capability In Logistics Enterprise

As the development of economy, China's logistics industry has entered a stage of rapid development. In this stage, the logistics enterprises face intense competition, not only the domestic companies, and the foreign enterprises which lead the development of logistics industry. More importantly, the customers become more diversified and personalized, so logistics enterprises need high ability to meet customers'demands. In this context, research on the logistics business has a real and long-term significance.In this paper, the object is to study the organizational structure of logistics enterprises and their marketing capabilities. The organizational structure of logistics enterprises is needed to combine the characteristics of the logistics and the development of their own situation. The logistics organization structure is divided into two parts:the structural dimension and context dimension, and then studied separately. The organizational structure will eventually be divided into a specialization, standardization, authority level, centralization, information technology and corporate culture of 6 parts. In the study of marketing capabilities, firstly, by reviewing the research literature marketing capabilities, in the angle of resources and competition to define the concept of marketing capabilities, then build the model of marketing capabilities, and analyze the elements.Through the first-hand data, researching the relationship between logistics organizational structure and marketing capacity, the conclusion is that organizational structure and marketing logistics capacity are positively correlated, and one of the greatest impacts on the marketing capabilities is standardization.Finally, give some suggestions to logistics enterprises.