Kone Elevator Company Chengdu Branch Organization Structure Optimization Design Based On Internal Marketing

With the accelerating process of global economic integration and the process of network,consumers demand more and more changeable, the competition among enterprises becoming increasingly fierce. The focus of competition from the quantity and scope for external customers extend to the development of internal marketing. More and more in-depth study of internal marketing in recent years made the researchers find that internal marketing is a kind of theory of internal coordination and external customer orientation combination. It can not only provide a powerful tool for the organization and coordination to achieve a higher level of employee satisfaction, but also can establish the customer orientation culture and establish a market-oriented enterprise organizational structure.The main part of this paper can be divided into five parts. First, the research background, content, method and innovation points are briefly discussed. Second, make a summary of the relevant theory from the two aspects of organization structure and internal marketing,and compared the advantage of this method. Third, make a simple explanation of the organization structure of the business case, and put forward the existing problems. Forth,use the theory of the internal marketing with three level including direction, path and action to optimize the organizational structure. Fifth,the optimization results are evaluated and experiences are summarized. Based on the optimization direction is confirmed, the results show that business process oriented optimization of organizational structure and formulating the optimization measures, makes the enterprise benefit, and the operation efficiency and management efficiency have been improved. Therefore, the internal marketing method is feasible and effective for optimizing the structure of the organization.This paper innovation using the three level model of the internal marketing to optimize the organization structure and the KONE elevator Chengdu branch as an example,analysis of the application of internal marketing theory in the optimization of organization structure,in order to make contributions to the enterprise organizational structure optimization method.