Research On Marketing Organizational Structure Reform Of China Unicom Jiangsu Branch Based On Project Management Theory

Because of the rapid development of the Internet,Consumer Purchasing Habits become more diversified,which brings great changes to the competition environment of communication industry.The three operators,including China Unicom,China Mobile,and China Telecom,are meeting unprecedented challenges on marketing strategic transformation.As it is in a weak position on macroscopic environment and capital scale,China Unicom Jiangsu Branch has to optimize its marketing organizational structure as soon as possible,in order to enhance its marketing capability and adapt to the new situation.This dissertation is based on the organization change theory,marketing management theory,and project management theory.At first,it combines domestic and overseas theories of organizational structure reform.Then it summarizes the valued experience of several outstanding telecommunication corporations like Deutsche Telekom and Telefónica.After analyzing nowadays marketing organizational structure of China Unicom Jiangsu Branch,it focuses on the existing problems and goes deeply in discussing the necessity of marketing organizational refrom in Jiangsu Branch.Based on all the theories above,it sums up that resources centralization,team operation professionalization,and flat organizational structure should be three key points.The dissertation makes a comparative analysis on advantages and disadvantages of the change of the department structure,department responsibility,and marketing operation process.Below is the conclusion and solution for the research: first of all,influenced by the rapid update of China's policies and technologies,through marketing organizational structure reform,China Unicom Jiangsu Branch could adapt to the new market situation and own a better competitive power;Secondly,Under the new framework,marketing departments could focus more precisely,clearly define their responsibility,and do the work more efficiently;Last but not the least,China Unicom Jiangsu Branch will face various obstacles during its transformation.To overcome the obstacles,it needs to stick on reforming marketing organization,building up better corporation culture,and setting up scientific promotion channels.