Research On Organizational Structure Change Of Midea China Regional Marketing Headquarters Based On BPR

With the end “Household appliance go rural” program introduced by of thecentral government, and the influences of the “financial storm” and the“European union debt crisis”, the demand for home appliance declined,especially in the rural market. Household appliances industry is facingchallenges including production overcapacity, more and more intensercompetition, bloated organization, poor product quality, not timely service and soon. As a leader of the domestic white goods industries, if Midea Chinesemarketing headquarters want to keep strengthening their competitive advantage,given the current changes in the macroeconomic environment, they must reversebusiness ideas, change the traditional mode of operation, adjust and optimize theorganizational structure, reorganize operation procedures for achieving efficientallocation of corporate resources and enhancing the viability of the whole valuechain.At the present stage, it is urgent to realize the rapid reverse through rationalorganization structure change. Firstly, after reading a large number of domesticand international literatures about enterprise management, organization structureand business process reengineering, we summarize the research status ofdomestic and foreign business process reengineering and organization reasonabledegree evaluation. Then the overall business situation about Midea Chinamarketing headquarters, status of the organizational structure and businessprocesses are investigated. Subsequently, based on BPR and organizationstructure rationality evaluation theory, the models of relationship matrix,importance matrix, redundancy matrix and communication matrix are established,and the according level of these factors are also calculated, which shows thenecessary to change the present organizational structure. Then the solutions areresearched based on BPR, and the method and steps of organization change arerecommended. Consequently, the models of relationship matrix, importancematrix, redundancy matrix and communication matrix are also established for thechanged organizational structure, and rationality is also evaluated. Finally, toavoid the risk of changes in the organizational structure, and taking into account the picture-in-control relationship between the Midea China marketingheadquarters and all branches with regard to organizational structure, thefeasibility of the proposed solution of organizational structure change isvalidated by implementing in Heilongjiang sales company. It turns out that thechanged organizational structure is better than the original one, by comparing thecost effectiveness and marketing capabilities.In this paper, the status of the organization structure of Chinese marketingheadquarters of Midea is researched, the present problems of enterpriseorganizational structure are analyzed and diagnosed, also the optimum solutionto improve present organizational structure is proposed based on the BPR andrationality evaluation of organization structure. It is hoped that the analysis andresearch of the Midea organizational structure in this paper, will be able toenlighten other household electrical appliance industries.