Based On The Dynamic Market Environment In The Marketing Organization Change

Background:Since Max weber’s brings forward the phrase of organizational change, and then Michael Aaron supposes organizational change is adjustment process in order to adapt environmental change. In such theory evolution, Levin (1951) put forward most influential organizational change model, which establishes organizational change theory research. After tl at, Harold leavitt points out the ways of organizational change. The internal environment of organization experiences rigid changes with rapid development of globalization and information technology, especially since1980s.Organizational change has been focus of domestic and international academic group and everlasting (?)opic on enterprise survival and development.Purpose:In increasingly competitive and more dynamic and uncertain market environment, both domestic and international, different enterprises share similar products and production technique, such phenomenon is quite common. That how to keep competitive advantage with dynamic market environment becomes one of the themes the author is thinking over. And Professor Eddie Johnson Stanford University, U.S. proposes the theory of competitions under dynamic and uncertainty, which enlightens the author, especially, for beer industry that is intense competitive and high dynamic fast commodity industry. Beijing is such particular market that it shares domestic location and international customers. How to implement marketing organizational change is very key to assure enterprise competitive advantages.Methods:The author integrates his long term marketing research and marketing management experiences and analyses in depth marketing organizational change of beer market in Beijing through reference documents research, information research, systematic science research, theories transferred into practices, experiments.Content:The thesis is based upon beer market in Beijing, whose market environment is particular, dynamic and uncertain. The author starts with the high volatile market environment and thinks over how to keep competition advantage with dynamic environment and accelerate organizational development. The author consolidates work experiences and the previous theory knowledge, and analyses plenty of industry marketing environment factors, and then the author concludes that through marketing organizational changes, the organization is high sensitive to environment changes and then reach its dynamic equilibrium by its own, therefore the organization improves market competency under dynamic environment and finally promote constant competitive advantage of organizatio:al development.Conclusion:The customer-oriented and process-outcome-based organization transforms the previous limits among departments, and brings forward the theory of internal all-member marketing. The mechanism of boundless organizations is set up under full authorization and active participation of leaders. The obstruction of organizational structure and change personnel is eliminated. There are detailed solutions for the following four aspects:change drive party encouragement, change leadership promotion, marketing personnel teamwork and party to be changed. Furthermore, six mechanisms is instituted to address the real beer market in Beijing and specific characteristics of marketing organization, which are marketing organizational changes, customer orientation, multi-function task force, coordination integration, outcome orientation and process monitor. Simultaneously, four measures assure marketing organizational changes to be reality, which are performance review, training and cultivation, external extension and information management.