Study On The Re-Construction Of Domestic Enterprise's Marketing Organization Based On The Mass Customization

With the arrival of knowledge economy,China's enterprise is faced with the challenge of new knowledge, new concept, new technology, new product and new craft, and the product's regenerating rate is speeding up; the impact of "economic globalization" has broken the relative stabilization of the market; the nation's regional culture collides with international multiculture, and people's values, consumptive concepts and esthetic appeal are various, thus causing the diversification and personalization of demand, and the shortening of the products' life, and such kind of market environment is dynamic, changing speedily, and unstable. As our domestic enterprise's marketing organization is a quite weak domain, scientific and reasonable marketing organization are the sound bases of marketing activity and can ensure the realization of the enterprise's marketing concept.In today's highly unstable market environment, the status and the function of marketing organization is getting more and more important day by day. But the unevadable fact is that marketing organization has received relatively little attention, in enterprise organization theory as well as in marketing theory, and in the research area as well as in practice. The relationship between marketing organizational structure and competition strategy is that of form and function, and thus change of competition strategy requests the transformation of marketing organizational structure, with the traditional marketing organizational structure being inevitably eliminated gradually under new competition situation. But along with the economic globalization and incorporation, as well as the popularization of information technology, people are no longer satisfied with passively accepting the seller's supplies, and they begin to propose diverse and personalized demand for products instead. And the subject matter of this article is about the type of marketing organizational structure that should be established to support the strategy of mass customization.As for the significance of this article, as presently domestic and foreign scholars have mainly studied mass customization with technical and marketing strategy, and research on mass customization from the angle of marketing organization are few, so study on the re-construction of domestic enterprise's marketing organization in the light of mass customization has very important theoretical value; in application, because at present many Chinese company's marketing organizations still remain at the level of the middle stage which involves the development of marketing organization, and some companies even do not have the special marketing organization, and often jumbles together with the sales organization. Thus study on the construction of domestic enterprise's marketing organization in the light of mass customization is very important to our domestic companies.Innovation of this article mainly lies in the following three aspects: first, this article studies mass customization together with marketing organization theory, and further develops application of the concept of mass customization in the enterprises; second, this article has united mass customization with the network of marketing organizational structure to explain the process of the flow restoration of the network marketing organizational structure on the basis of mass customization; third, this article has combined mass customization with the marketing alliance to construct marketing organization in the dynamic alliance organizations.