本文選題：市場(chǎng)營銷　切入點(diǎn)：組織結(jié)構(gòu)　出處：《太原理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著改革開放的不斷深入和社會(huì)主義市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展,我國出版行業(yè)得到前所未有的迅猛發(fā)展。目前,我國圖書出版總量和總印數(shù)已雄踞世界第一位。但從另一方面來看,出版行業(yè)發(fā)展也面臨許多問題。就我國出版行業(yè)整體而言,出版社營銷組織結(jié)構(gòu)比較簡單、市場(chǎng)營銷意識(shí)較為淡薄;多數(shù)出版社處在一個(gè)盈利能力不斷減弱的盲目期,只有少數(shù)大型出版社擁有較強(qiáng)的市場(chǎng)競(jìng)爭(zhēng)力。因此,在完成轉(zhuǎn)企改制工作后,如何迅速提升其自身市場(chǎng)生存發(fā)展能力是我國出版行業(yè)當(dāng)前面臨的重大挑戰(zhàn)。健全合理的營銷組織結(jié)構(gòu)是出版社開展?fàn)I銷活動(dòng)進(jìn)而培養(yǎng)其市場(chǎng)競(jìng)爭(zhēng)力的先決條件和基礎(chǔ);而對(duì)出版社營銷組織結(jié)構(gòu)進(jìn)行重新設(shè)計(jì)將有助于提高其經(jīng)營業(yè)績,促進(jìn)員工及整個(gè)團(tuán)隊(duì)績效水平,推動(dòng)出版社可持續(xù)健康發(fā)展。本文以山西E出版社為研究對(duì)象,采取理論與實(shí)踐相結(jié)合的方式,探索在完成轉(zhuǎn)企改制后,如何科學(xué)合理地為E出版社設(shè)計(jì)符合其發(fā)展戰(zhàn)略的營銷組織結(jié)構(gòu),進(jìn)而為E出版社未來的可持續(xù)發(fā)展奠定堅(jiān)實(shí)基礎(chǔ)、提供可靠保障。論文首先對(duì)組織結(jié)構(gòu)理論、復(fù)雜理論、組織變革理論和營銷組織理論等相關(guān)理論進(jìn)行介紹,進(jìn)而對(duì)國內(nèi)外研究現(xiàn)狀以及其他已有相關(guān)文獻(xiàn)進(jìn)行述評(píng),從而為本文的研究奠定深厚的理論基礎(chǔ);其次,在介紹山西E出版社營銷組織結(jié)構(gòu)發(fā)展現(xiàn)狀的基礎(chǔ)上,對(duì)該出版社現(xiàn)有營銷組織結(jié)構(gòu)進(jìn)行調(diào)研,主要包括對(duì)該出版社員工進(jìn)行問卷調(diào)研和同行業(yè)出版社領(lǐng)導(dǎo)進(jìn)行訪談,總結(jié)出E出版社當(dāng)前營銷組織結(jié)構(gòu)存在的問題;第三,在前文的理論綜述和對(duì)存在問題分析的基礎(chǔ)上,為E出版社設(shè)計(jì)出新的營銷組織結(jié)構(gòu),并對(duì)新營銷組織結(jié)構(gòu)中的部門進(jìn)行職能重新界定,提出新營銷組織結(jié)構(gòu)實(shí)施方案;最后,從組織保障、制度保障、變革模式和組織文化四方面提出營銷組織結(jié)構(gòu)設(shè)計(jì)保障措施。研究發(fā)現(xiàn),當(dāng)前山西E出版社的營銷組織結(jié)構(gòu)存在高度集權(quán)、營銷意識(shí)淡薄以及績效考核機(jī)制不合理等諸多問題,多數(shù)員工希望對(duì)E出版社的營銷組織結(jié)構(gòu)進(jìn)行重新設(shè)計(jì)�；趯�(shí)地調(diào)研結(jié)果,結(jié)合現(xiàn)代組織設(shè)計(jì)理論,本文提出“分社營銷”模式,對(duì)銷售部組織結(jié)構(gòu)、市場(chǎng)部、分社營銷員崗位以及營銷組織業(yè)務(wù)流程進(jìn)行重新設(shè)計(jì)�！胺稚鐮I銷”模式結(jié)合了直線型、事業(yè)部制、矩陣型三種組織結(jié)構(gòu)的優(yōu)點(diǎn),有利于提升營銷業(yè)績;同時(shí)有利于產(chǎn)品的終端推廣,有利于擴(kuò)大讀者群體,從總體上來說,這將對(duì)于提升員工滿意度,增加山西E出版社經(jīng)濟(jì)效益有較大幫助。此外,國內(nèi)對(duì)于出版社營銷組織結(jié)構(gòu)方面的研究少之甚少,本研究也能夠?yàn)榇龠M(jìn)我國出版行業(yè)營銷組織結(jié)構(gòu)優(yōu)化提供經(jīng)驗(yàn)借鑒。
[Abstract]:With the deepening of reform and opening up and the continuous development of the socialist market economy, the publishing industry in China has experienced unprecedented rapid development. The total volume and total print number of books in China have already occupied the first place in the world. But on the other hand, the development of the publishing industry also faces many problems. As far as the publishing industry in our country as a whole, the organizational structure of publishing house marketing is relatively simple. The marketing consciousness is relatively weak; most publishing houses are in a blind period of declining profitability, and only a few large publishing houses have strong market competitiveness. How to rapidly improve its own market survival and development ability is a major challenge facing the publishing industry in China at present. A sound marketing organization structure is the prerequisite and foundation for publishers to carry out marketing activities and then cultivate their market competitiveness. Redesigning the organizational structure of publishing house marketing will help to improve its business performance, promote the performance level of staff and the whole team, and promote the sustainable and healthy development of publishing house. This paper takes Shanxi E Publishing House as the research object. By combining theory with practice, this paper explores how to scientifically and reasonably design the marketing organization structure of E Publishing House in accordance with its development strategy, and then lay a solid foundation for the sustainable development of E Publishing House in the future. Firstly, the paper introduces the theories of organization structure, complex theory, organizational change theory and marketing organization theory, and then reviews the current situation of research and other related literatures at home and abroad. So as to lay a deep theoretical foundation for this study. Secondly, on the basis of introducing the present situation of marketing organization structure of Shanxi E Publishing House, the author investigates the existing marketing organization structure of Shanxi E Publishing House. It mainly includes questionnaire survey on the staff of the publishing house and interviews with the leaders of the same industry publishing house, and summarizes the problems existing in the current marketing organization structure of E Publishing House. Thirdly, on the basis of the previous theoretical review and the analysis of the existing problems, Design a new marketing organization structure for E Publishing House, redefine the function of the department in the new marketing organization structure, put forward the implementation plan of the new marketing organization structure. Four aspects of the reform model and organizational culture are put forward to ensure the design of marketing organizational structure. The research finds that the marketing organizational structure of Shanxi E Publishing House has many problems, such as high centralization, weak marketing consciousness, unreasonable performance appraisal mechanism, and so on. Most of the employees want to redesign the marketing organization structure of E Publishing House. Based on the results of field research and modern organization design theory, this paper puts forward the "branch marketing" model, the organizational structure of sales department, marketing department, The branch marketing mode combines the advantages of the linear type, the enterprise department system and the matrix type, which is beneficial to the promotion of marketing performance. At the same time, it is beneficial to the terminal promotion of products and to the expansion of the readership. In general, this will help to enhance the satisfaction of employees and increase the economic benefits of Shanxi E Publishing House. In addition, There are few researches on the organizational structure of publishing house marketing in China, and this study can provide experience for the optimization of marketing organization structure of publishing industry in China.
【學(xué)位授予單位】：太原理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G239.22-F

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