营销组织模式及绩效管理研究
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摘要
随着经济全球化、技术的不断进步以及顾客需求的快速变化,企业间的竞争日趋激烈。为了应对更加动荡和复杂的竞争环境,企业需要更加灵活、高效以及富有创新的营销组织。不同的营销组织模式反映了营销组织从简单到复杂、从局部到整体、从企业内部向企业外部发展的层次关系,也反映了营销组织发展的不同阶段。因此,根据企业发展战略(包括营销战略)、组织成熟度等因素选择和设计营销组织模式,并进行绩效管理具有重要的理论和现实意义。
本论文首先分析了企业营销环境的变化及其对企业营销组织的要求、企业营销组织存在的问题,阐述了营销组织模式及绩效管理的目的和意义。接着,应用成熟度理论构建了营销组织模式的选择模型,并基于营销组织的发展趋势,分别探讨了企业内部营销组织和网络营销组织的设计；应用博弈论分析了营销组织中有关主体之间的博弈关系,论述了营销人员、营销团队以及网络营销组织中成员企业的激励约束机制；基于平衡计分卡法分析了营销组织绩效评价内容、建立了营销组织绩效评价指标体系,并应用数据包络分析法构建了营销组织绩效评价模型。
本论文的主要创新点如下：
(1)基于成熟度理论构建了营销组织模式的选择模型,并分别探讨了企业内部营销组织和网络营销组织的设计。根据企业营销活动范围及战略水平不同,营销组织可分为三种不同模式,即以企业内部营销部门及其附属职能部门为主的部门营销组织、以整个公司进行营销的公司营销组织(即市场导向的公司)和以企业与其外部合作企业构成营销网络的网络营销组织。企业需要综合考虑其外部环境和自身成熟度来选择营销组织模式。为了应对组织成长和持续提高营销组织绩效,需要不断结合环境变化和企业发展战略设计和调整营销组织结构。在基于星形模型的内部营销组织设计中,根据公司市场导向的程度不同,分初级、中级、高级三个层次分别探讨了星形模型中战略、组织能力、结构、流程、奖酬体系、人员等变量的设计内容；在基于动态能力的网络营销组织设计中,探讨了网络营销组织的构建条件、设计原则、设计模型及核心企业选择合作伙伴时应考虑的因素。
(2)运用博弈论构建了营销组织中有关主体之间的博弈模型,并基于博弈分析提出了营销人员的激励约束机制。营销组织中有关主体之间的博弈关系包括企业与其内部营销部门之间的博弈关系、网络营销组织中核心企业与合作伙伴之间的博弈关系。营销人员的激励约束机制应该是综合考虑“外在薪酬”和“内在薪酬”的全面薪酬战略,公司营销组织需要对营销项目团队进行有效的激励,网络营销组织还需要对成员企业进行有效的激励和约束。
(3)基于平衡计分卡法建立了营销组织绩效评价指标体系,并应用数据包络分析法构建了营销组织绩效评价模型。应用平衡计分卡法,营销组织绩效评价应包括财务、客户、内部流程、学习与成长四个方面,因此,营销组织绩效评价指标体系也从财务、客户、内部流程、学习与成长四个方面并考虑系统输入、输出构建。最后,应用数据包络分析法构建了包含20项评价指标的营销组织绩效评价模型。最后,针对营销组织绩效评价模型进行了实证分析。
本论文的研究成果将会为企业选择营销组织模式、设计营销组织结构、应用激励约束机制实施营销组织管理以及营销组织绩效评价提供参考。
With the globalization of economic, development of the technology and swift changes of customer demand, the race among enterprises becomes more competitive. In order to deal with the more turbulent and complex environment, enterprise needs more flexible, efficient and innovative marketing organization. Different marketing organization modes not only reflect the hierarchical relationship from simple to complex, from part to whole, from internal to external development in marketing organization, but also the different developing stage of marketing organization. Therefore, it is of theoretical and practical significance to select and design the marketing organization mode according to the enterprise development strategy (including marketing strategy) and organizational maturity, and conduct performance management.
Firstly, the changes of enterprises'marketing environments, their requirements on enterprises'marketing organization and the issues existed in the enterprises'marketing organization are studied in this dissertation. Meanwhile it elaborates the marketing organization modes and the purpose and significance of performance management. Then, the selection models of marketing organization modes is built through the application of the maturity theory, and the design of enterprise's internal marketing organization and enterprise's marketing alliance is discussed based on the developing trend of marketing organization. The game relationship between the main entities in the marketing organization is analyzed and the incentive and constraint mechanisms for marketing organization are discussed by using game theory. Finally, the content of performance evaluation in the marketing organization is discussed and performance evaluation indicator system for marketing organization is built based on Balanced Score Card (BSC), then the performance evaluation model of marketing organization is built in the method of Data Envelopment Analysis (DEA), and an empirical analysis is taken at last.
The main innovation points of this dissertation are as follows:
(1) The selection model of marketing organization mode by using maturity theory is built, and the design of enterprises'internal marketing organization and marketing alliance is discussed respectively. Based on different marketing activity scope and strategy level, there are3modes of marketing organization, that is:department marketing organization mainly based on marketing department and its affiliated functional department, corporation marketing organization (market-driven corporation) based on the whole corporation which is marketing-oriented, and network marketing organization which is a marketing network of corporation and its external partners. Enterprise should select its marketing organization mode considering the external environments and its own maturity. In order to deal with the organizational growth and improve the marketing organizational performance, the structure of marketing organization should be designed and adjusted with the change of environment and enterprise development strategy continuously. In the design of internal marketing organization based on star model, it is discussed how to design strategy, organization capability, structure, process, reward system and staff on three different levels according to the degree of market orientation of enterprises. In the design of network marketing organization based on dynamic capability, the building conditions, designing rules for marketing alliance, and the factors which should be considered when the main enterprise selects its partners is discussed.
(2) The game model between the main entities in the marketing organization is built by the application of game theory, and the incentive and constraint mechanisms for marketing managers is put forward based on the game analysis. The game relationships between the main entities in the marketing organization include the game relationship between enterprise and its internal marketing department, and the game relationship between the core enterprise and its cooperative partners in the marketing alliance. The incentive and restraint mechanisms for marketing managers should be the total compensation strategy considering both extrinsic compensation and the intrinsic reward synthetically. Marketing project team should be inspired effectively in corporation marketing organization; member enterprises also should be inspired and restricted effectively in network marketing organization.
(3) Performance evaluation indicator system for marketing organization is built based on BSC, and the performance evaluation model for marketing organization is established in the method of DEA. According to BSC, the performance of marketing organization is evaluated by the input and output indicators from four aspects including finance, customer perspective, internal process and study&growth. Finally, performance evaluation model for marketing organization containing20evaluation indicators is built by using DEA and an empirical analysis is taken for performance evaluation model of marketing organization.
These findings will provide reference for enterprises choosing the marketing organization mode, designing marketing organization structure, implementing marketing organization management by using incentive and restraint mechanism, and evaluating marketing organization performance.
本论文首先分析了企业营销环境的变化及其对企业营销组织的要求、企业营销组织存在的问题,阐述了营销组织模式及绩效管理的目的和意义。接着,应用成熟度理论构建了营销组织模式的选择模型,并基于营销组织的发展趋势,分别探讨了企业内部营销组织和网络营销组织的设计；应用博弈论分析了营销组织中有关主体之间的博弈关系,论述了营销人员、营销团队以及网络营销组织中成员企业的激励约束机制；基于平衡计分卡法分析了营销组织绩效评价内容、建立了营销组织绩效评价指标体系,并应用数据包络分析法构建了营销组织绩效评价模型。
本论文的主要创新点如下：
(1)基于成熟度理论构建了营销组织模式的选择模型,并分别探讨了企业内部营销组织和网络营销组织的设计。根据企业营销活动范围及战略水平不同,营销组织可分为三种不同模式,即以企业内部营销部门及其附属职能部门为主的部门营销组织、以整个公司进行营销的公司营销组织(即市场导向的公司)和以企业与其外部合作企业构成营销网络的网络营销组织。企业需要综合考虑其外部环境和自身成熟度来选择营销组织模式。为了应对组织成长和持续提高营销组织绩效,需要不断结合环境变化和企业发展战略设计和调整营销组织结构。在基于星形模型的内部营销组织设计中,根据公司市场导向的程度不同,分初级、中级、高级三个层次分别探讨了星形模型中战略、组织能力、结构、流程、奖酬体系、人员等变量的设计内容；在基于动态能力的网络营销组织设计中,探讨了网络营销组织的构建条件、设计原则、设计模型及核心企业选择合作伙伴时应考虑的因素。
(2)运用博弈论构建了营销组织中有关主体之间的博弈模型,并基于博弈分析提出了营销人员的激励约束机制。营销组织中有关主体之间的博弈关系包括企业与其内部营销部门之间的博弈关系、网络营销组织中核心企业与合作伙伴之间的博弈关系。营销人员的激励约束机制应该是综合考虑“外在薪酬”和“内在薪酬”的全面薪酬战略,公司营销组织需要对营销项目团队进行有效的激励,网络营销组织还需要对成员企业进行有效的激励和约束。
(3)基于平衡计分卡法建立了营销组织绩效评价指标体系,并应用数据包络分析法构建了营销组织绩效评价模型。应用平衡计分卡法,营销组织绩效评价应包括财务、客户、内部流程、学习与成长四个方面,因此,营销组织绩效评价指标体系也从财务、客户、内部流程、学习与成长四个方面并考虑系统输入、输出构建。最后,应用数据包络分析法构建了包含20项评价指标的营销组织绩效评价模型。最后,针对营销组织绩效评价模型进行了实证分析。
本论文的研究成果将会为企业选择营销组织模式、设计营销组织结构、应用激励约束机制实施营销组织管理以及营销组织绩效评价提供参考。
With the globalization of economic, development of the technology and swift changes of customer demand, the race among enterprises becomes more competitive. In order to deal with the more turbulent and complex environment, enterprise needs more flexible, efficient and innovative marketing organization. Different marketing organization modes not only reflect the hierarchical relationship from simple to complex, from part to whole, from internal to external development in marketing organization, but also the different developing stage of marketing organization. Therefore, it is of theoretical and practical significance to select and design the marketing organization mode according to the enterprise development strategy (including marketing strategy) and organizational maturity, and conduct performance management.
Firstly, the changes of enterprises'marketing environments, their requirements on enterprises'marketing organization and the issues existed in the enterprises'marketing organization are studied in this dissertation. Meanwhile it elaborates the marketing organization modes and the purpose and significance of performance management. Then, the selection models of marketing organization modes is built through the application of the maturity theory, and the design of enterprise's internal marketing organization and enterprise's marketing alliance is discussed based on the developing trend of marketing organization. The game relationship between the main entities in the marketing organization is analyzed and the incentive and constraint mechanisms for marketing organization are discussed by using game theory. Finally, the content of performance evaluation in the marketing organization is discussed and performance evaluation indicator system for marketing organization is built based on Balanced Score Card (BSC), then the performance evaluation model of marketing organization is built in the method of Data Envelopment Analysis (DEA), and an empirical analysis is taken at last.
The main innovation points of this dissertation are as follows:
(1) The selection model of marketing organization mode by using maturity theory is built, and the design of enterprises'internal marketing organization and marketing alliance is discussed respectively. Based on different marketing activity scope and strategy level, there are3modes of marketing organization, that is:department marketing organization mainly based on marketing department and its affiliated functional department, corporation marketing organization (market-driven corporation) based on the whole corporation which is marketing-oriented, and network marketing organization which is a marketing network of corporation and its external partners. Enterprise should select its marketing organization mode considering the external environments and its own maturity. In order to deal with the organizational growth and improve the marketing organizational performance, the structure of marketing organization should be designed and adjusted with the change of environment and enterprise development strategy continuously. In the design of internal marketing organization based on star model, it is discussed how to design strategy, organization capability, structure, process, reward system and staff on three different levels according to the degree of market orientation of enterprises. In the design of network marketing organization based on dynamic capability, the building conditions, designing rules for marketing alliance, and the factors which should be considered when the main enterprise selects its partners is discussed.
(2) The game model between the main entities in the marketing organization is built by the application of game theory, and the incentive and constraint mechanisms for marketing managers is put forward based on the game analysis. The game relationships between the main entities in the marketing organization include the game relationship between enterprise and its internal marketing department, and the game relationship between the core enterprise and its cooperative partners in the marketing alliance. The incentive and restraint mechanisms for marketing managers should be the total compensation strategy considering both extrinsic compensation and the intrinsic reward synthetically. Marketing project team should be inspired effectively in corporation marketing organization; member enterprises also should be inspired and restricted effectively in network marketing organization.
(3) Performance evaluation indicator system for marketing organization is built based on BSC, and the performance evaluation model for marketing organization is established in the method of DEA. According to BSC, the performance of marketing organization is evaluated by the input and output indicators from four aspects including finance, customer perspective, internal process and study&growth. Finally, performance evaluation model for marketing organization containing20evaluation indicators is built by using DEA and an empirical analysis is taken for performance evaluation model of marketing organization.
These findings will provide reference for enterprises choosing the marketing organization mode, designing marketing organization structure, implementing marketing organization management by using incentive and restraint mechanism, and evaluating marketing organization performance.
引文
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