Theoretical Study Of Enterprises' Itra-marketing Management

Nowadays, with the speed-up of world economic integration, the increasing intensity of market competition, the wide application of information technology and the advent of individuating consumption era, great changes are taking place in the external environment contemporary enterprises confront. As a result, disadvantages have gradually been revealed in the traditional hierarchical organization mode in enterprises, and rather stiff organization structure and bureaucratic system make it difficult for enterprises to react rapidly to changes of external environment. In order to adapt themselves to the changes, enterprises speed up their internal and external integrity. Due to the trend of reconstructing internal relationship in enterprises, traditional organization and management mode which has hierarchical system and power relation as its core starts to be shifted to that characterized by compressed organization and division of power. During this course, markets incorporate gradually with organizational and economic characteristics of enterprises; intra-marketing becomes the important trend of enterprises'reform in organization; and establishment internal market as a type of management mode and operational system catch the attention of a growing number of people. Realistic development challenges our traditional theory of management and idea of organization. This dissertation attempts to solve this problem theoretically in the following aspects.Firstly, by defining the term, intra-marketing management, the dissertation reviews and comments relevant literature from the perspective of the relationship between enterprises and markets, and deduces that enterprises and markets have substitution, complementary and embedment relationship.Secondly, taking the relationship between the evolution of organization structure of enterprises and intra-marketing as a starting point, the dissertation points out that intra-marketing is the direction of reform in organization structure of contemporary enterprises by analyzing its disadvantages and its reform trend. It also analyzes...