Research On Change Management Based On The Perspective Of Marketing From Company HW

The core of enterprise strategy management is the marketing, the key to successfulmarketing is to improve customer satisfaction and customer value creation, maintain long-termcustomer relationships, to create and maintain the competitive advantage of enterprises.Under the background of globalization and information, the marketing idea has undergonesignificant changes, the customer is the important resource of enterprises, which is the futureof enterprises an inevitable path to change. Establish and maintain customer relationship sothat the enterprises face major challenges, how to apply marketing theory combined with thechange management theory of customer relationship management is an important topic whichenterprise must face.This paper aims to make a research on change management of company HW from amarketing perspective, in view of the present situation, the marketing management ofcompany HW found the problem, and to solve the problem of the successful experience fromthe domestic and foreign enterprises to change management, with the change of marketingenvironment, to change management motivation, change management mode and the marketenvironment of the business process reengineering analysis and discussion based on the HWcompany, to provide a theoretical basis and practical management mode reform of marketingbased on the change management perspective, and then to implement the recommendationsbased on the perspective of marketing from process reengineering from company HW.Through the company’s business process reengineering, can improve satisfaction andloyalty, to maintain long-term marketing target market customers, creating marketingopportunities for the company and the competitive advantage, and fundamentally improve thebusiness performance of the company. Through the analysis and discussion of changemanagement from the perspective of marketing based on HW company, the enterprise of ourcountry, especially the change management in manufacturing industry enterprises haveuniversal significance as reference.