Research On Marketing Organization Structure Optimization Of XD Company

XD Company,whose leading products are mechanical and electrical products,is a large backbone enterprise in China electrical industry.In the double attack of the continuous entry of foreign competitors and the rise of domestic small and medium-sized motor manufacturing enterprises,the competition intensifies and the market situation is not optimistic.In order to adapt to the changing market situation,XD Company implemented the adjustment of marketing strategy,but did not carry out the corresponding reform and adjustment of marketing organization structure,so the implementation effect of marketing strategy adjustment is not ideal.In order to match the transformation of marketing organization structure and marketing strategy better,based on the theory of marketing organization structure,this paper analyzes the current situation and existing problems of XD Company’s marketing organization structure,in order to improve and optimize XD Company’s marketing organization structure,so as to better support the company’s new marketing strategy.Starting from the background of XD Company’s marketing strategy transformation,this paper integrates the marketing environment faced by enterprises in the motor design and manufacturing industry,looks for inspiration from the marketing organization structure of leading enterprises in the industry,summarizes and analyzes the actual situation of XD Company’s marketing organization structure and diagnoses the existing problems by using multi-dimensional methods such as literature research method,questionnaire survey method and interview method.Through diagnosis,it is found that the problems existing in the marketing organization structure of XD Company mainly include: the mismatch between the organizational structure and marketing strategy,the imperfect marketing management organization mechanism,the diversified operation mode of marketing organization,the unreasonable design of marketing organization level and decentralization,and the imperfect internal coordination mechanism of marketing organization.Through the combination of theory with practice,it is sorted and summarized from four dimensions: the setting of marketing organization structure,the allocation of marketing personnel,the overview of marketing organization structure and the adaptability between marketing organization and the company’s development strategy.The analysis shows that XD Company currently belongs to a regional marketing organization whose marketing function is completely divided according to products.Based on the analysis of the above problems and causes,and according to the development goal of ‘doubling the main business and increasing efficiency and income’,this paper puts forward some suggestions on the optimization of XD Company’s marketing organization structure: the marketing organization structure adapts to the marketing strategy,establishes the company’s marketing center,sets up the industry director and industry group,constructs the three-level project marketing organization mode,and improves the internal cooperation mechanism of the marketing organization.XD company’s optimized marketing organization structure integrates some functions of the marketing headquarters,and combines the integrated marketing organization of product/brand manager system with the regional marketing organization to develop strengths and avoid weaknesses.This paper puts forward corresponding opinions and suggestions on how to optimize the marketing organization structure to adapt to the current enterprise marketing strategy reform and enterprise’s internal and external environment,even gives optimization suggestions on how to survive and develop in the fierce marketing environment and continue to maintain XD Company’s competitive advantage.These series of measures have played a positive role in improving XD Company’s marketing revenue.At the same time,the research in this paper also provides some practical and realistic references for other companies in the industry with similar situations.