| The empowerment is a kind of management means since 1980's. It emphasized that the manager should empower more to the subordinate to make use of their time and activities. In the working circumstance of high developing IT and more fierce in the competition and demand, just depending on the information and ability of manager by himself can't ensure the success of the enterprise. So the manager should empower more to the subordinate and let them involved in the management. In addition, the fast changing circumstance also asks for the manager to transfer some power to the lower layer, so that the enterprise could response to the problems quickly. Hence, many enterprises actively spread the empowerment.Under that background, this paper researches the empowerment of the direct marketing man in the enterprise through theoretical discussion and demonstrational research. This paper firstly clarifies the direct marketing man and the empowerment of the direct marketing man. The direct marketing man is the one who can interact with the customers directly and whose marketing behaviors could be seen, heard, perceived by the customers and influenced the customers'demands. The empowerment of the direct marketing man is managers share the information, knowledge, power, duty with the direct marketing man, and the managers give more freedom to the subordinates by controlling the influencing factors of their performance which could make the subordinates better complete their work.The working circumstance of the direct marketing man is very complex and the content of work is also very challenging, so their work's property has many characters including the complexity of the working circumstance, the diversity of customers'demand, the sensitivity to the market, high responsibility and high transfer in the job. In the same time the paper find there are several problems in the empowerment of the front marketing man: the empowerment barriers to the high level and mid-level... |
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