Research On Marketing Organizational Innovation Of The Textile And Garment Enterpris

With the global economic integration and the market internationalization,enterprise dimensions expands ceaselessly, the organization required to change andimprove. The external market environment and internal resource environment hasintense change, make the enterprise organization innovation speed up the frequency.Enterprises need by constantly improving the organizational transformation andinnovation to adapt to the external market environment,and maintain thecompetitiveness of enterprises.Because of the constantly changing market, customer’sdifference, market turnover and the elimination rate became faster and faster, textileand garment enterprises is even more so. The domestic textile and garmententerprises’s marketing capacity is generally weak, the out of the market rate is veryhigh, most of which are in the simple function type of organization.Therefore, forChina’s textile and garment enterprises, in order to maintain the market competitionability of the enterprise, it’s necessary to establish a relatively reasonable marketingorganization, through the marketing organization innovation, reasonable allocation ofthe resources, improving the enterprise’s marketing ability, so as to enhance themarket competition ability of the enterprise.Based on the above issues, this study foucsed on the organizational innovationand marketing capabilities theory induction and the analysis, identified the textileclothing enterprise marketing system innovation concept, connotation and researchframework. Then on this basis, by using the methods of expert interview, combinedwith enterprise management practice, design the questionnaire to survey. The first todo a small sample test, then put the formal questionnaire for practice. According to theresults, used of factor analysis method to analysis the data, and through structuralequation modeling (SEM) on various elements of verification and analysis the data.Further, the use of correlation analysis and regression analysis methods,to discussesthe relationship between marketing system of organization innovation and marketingcapabilities and performance. Based on the above study, taking The Northern ofShaanxi Province wool textile clothing enterprises as the object of study, has carried on the thorough investigation and study. Finally, combined the theoretical andempirical research results, analysis the existing problems of the wool textile clothingenterprises in the marketing organization innovation,and puts forward thecountermeasures and suggestions.This article is divided into three parts:The first part: on the basis of theoretical research, construction the content andsystem of the textile and garment enterprises marketing organization innovation.First,accord to the enterprises had a empirical study, on the other hand, according to theexpert interview and theoretical research, combined with the enterprise survivalsituation, and in-depth studying of how to make the enterprise through internalinnovation to enhance marketing strength and market performance.Part second: Definition the organizational innovation on marketing system. Thisstudy in the light of the research of DAN AN POUR F and EVAN W and otherforeign scholars and Lin Yiping (2001), combined with the characteristics of textileand garment industry, explain the marketing organization innovation. The marketingorganization innovation by incentive mechanism innovation, organizationalinnovation, strategic flexibility management innovation and market innovation ofconstruction form and decisions. Further on the components of breakdown, incentivemechanism innovation can be divided into the new salary system, the new welfaresystem and performance evaluation of three dimensions; organization innovation canbe divided into departments of division labor, establishing new financial institutions,establishing new service process and the new personnel selection systems of the fourdimension; flexible management of strategy innovation can be divided into the newmethod of leadership, improving the work flow, new customer management solutionsand new marketing plan in four dimensions; market construction and innovation canbe divided into pin innovative market and develop the market of two dimensions.Finally through the above the latitude to research and performance relationship.The third part: through the in-depth analysis the textile and garment enterprisesin the region of Northern Shaanxi, summarized the existing problems of marketingorganization, combined with the conclusion of the study, the paper puts forward howto enhance the ability of innovation through marketing organization marketingcountermeasures and suggestions.