A Research On Enterprise Marketing Organization Innovation

Marketing Organization is the central hub among enterprise productivity change to enterprise profit, corporate value and social value realization. The soundness of marketing organization relates the enterprises good or not. With the internet development and growing up, big change brought to people's life, and at the same time, the Marketing modes also change to the manufacturers. Thereby, new management concepts need to be brought into Enterprise Organization. Through the organization transformation and innovation, by using internet tools and resources, enterprise anchors the customers accurately in new era and makes out marketing strategies meet their purchasing practices. Meanwhile, enterprise adjusts the marketing organization management accordingly together with the organization innovation.The object of this study, HND Communication Co., Ltd., is a High-tech Enterprise with 17 years history. It established its marketing system in most global areas and districts includes 20 offices inland and 8 district branches and more than 20 representative offices overseas, and sub-companies in US and Britain. But its marketing system kept simple only with 2 departments from the establishment in Year 2005, one was marketing department in charge of propaganda and promotion, another was channel department in charge of sales and marketing. With the internet and E-business development, the marketing acquirements, customer procurement methods and practices changed, the enterprise marketing organization did not adjust together with the new marketing environment. Then from Year 2005, sales decreased and clients lost happened in HND Communication Co., Ltd., and also, the current marketing system couldn't detain company achievements and many talents lost.In order to be invincible in the drastic competition, in Year 2006, under the premises not affected R&D and technique innovation and other long-term strategies, Board of Directors approved the Marketing System innovation and successfully redeemed the whole company. This paper aims on summarizing a marketing organization innovation theory for those needed for the reference through the research on innovation procedures and measures, and look forward to further developing the theory in marketing organization innovation.