Research, The Fsp Method Based Marketing Organization

Along with the continuous development of socialism market economy, marketing plays a more and more important role in the activity of business enterprise. Particularly, when China joins the World Trade Organization, the business enterprise in China will take part in serious international competition. The great pressure from the competition enforces the business enterprise in China to define the function of marketing all over again, and to pay attention to the role of the marketing. Therefore, how to promote the business enterprise's marketing performance as soon as possible, in order to deal with the competition, has already become an urgent topic.This thesis employs the SCP (structure - conduct - performance) analytical method in the industrial organization theory, proposes the standpoint " business enterprise's marketing organization structure decides marketing achievement", and furthermore proposes the FSP analytical method, that is " impacting factor- marketing organization structure- marketing achievement". Based on the method, this thesis ineptly analyses the three modes of marketing organization, that is "Mode 1: Marketing organization = Marketing organization inside enterprises ^department of marketing + sales department. Mode 2: Marketing organization =Enterprises organized for the marketing type. Mode 3: Marketing organization Marketing alliance of enterprises". It analyses the factors that influence enterprise' s marketing organization structure , structure characteristics of marketing organization in different modes, and analyses the performance of marketing organization in different modes. On the basis of the analysis above, it proposes the strategy of constructing enterprises organized for the marketing type and the construction condition of marketing alliance of enterprises.The study target of this thesis is the three modes of business enterprise marketing organization, studying the influence factors, structure characteristics, marketing performance, rules of management and revolution of the three marketing organization modes. The purpose of study lies in systematically knowing and mastering the influence factors of marketing organization and revolutionary rules of marketing organization structure. On the basis of the study, to design, manage and innovate the marketing organization. Therefore, improving the marketing performances of enterprises, realizing the sustainable development of enterprises.