山西E出版社营销组织结构设计研究

发布时间：2018-03-19 05:20

本文选题：市场营销　切入点：组织结构　出处：《太原理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着改革开放的不断深入和社会主义市场经济的不断发展,我国出版行业得到前所未有的迅猛发展。目前,我国图书出版总量和总印数已雄踞世界第一位。但从另一方面来看,出版行业发展也面临许多问题。就我国出版行业整体而言,出版社营销组织结构比较简单、市场营销意识较为淡薄;多数出版社处在一个盈利能力不断减弱的盲目期,只有少数大型出版社拥有较强的市场竞争力。因此,在完成转企改制工作后,如何迅速提升其自身市场生存发展能力是我国出版行业当前面临的重大挑战。健全合理的营销组织结构是出版社开展营销活动进而培养其市场竞争力的先决条件和基础;而对出版社营销组织结构进行重新设计将有助于提高其经营业绩,促进员工及整个团队绩效水平,推动出版社可持续健康发展。本文以山西E出版社为研究对象,采取理论与实践相结合的方式,探索在完成转企改制后,如何科学合理地为E出版社设计符合其发展战略的营销组织结构,进而为E出版社未来的可持续发展奠定坚实基础、提供可靠保障。论文首先对组织结构理论、复杂理论、组织变革理论和营销组织理论等相关理论进行介绍,进而对国内外研究现状以及其他已有相关文献进行述评,从而为本文的研究奠定深厚的理论基础;其次,在介绍山西E出版社营销组织结构发展现状的基础上,对该出版社现有营销组织结构进行调研,主要包括对该出版社员工进行问卷调研和同行业出版社领导进行访谈,总结出E出版社当前营销组织结构存在的问题;第三,在前文的理论综述和对存在问题分析的基础上,为E出版社设计出新的营销组织结构,并对新营销组织结构中的部门进行职能重新界定,提出新营销组织结构实施方案;最后,从组织保障、制度保障、变革模式和组织文化四方面提出营销组织结构设计保障措施。研究发现,当前山西E出版社的营销组织结构存在高度集权、营销意识淡薄以及绩效考核机制不合理等诸多问题,多数员工希望对E出版社的营销组织结构进行重新设计。基于实地调研结果,结合现代组织设计理论,本文提出“分社营销”模式,对销售部组织结构、市场部、分社营销员岗位以及营销组织业务流程进行重新设计。“分社营销”模式结合了直线型、事业部制、矩阵型三种组织结构的优点,有利于提升营销业绩;同时有利于产品的终端推广,有利于扩大读者群体,从总体上来说,这将对于提升员工满意度,增加山西E出版社经济效益有较大帮助。此外,国内对于出版社营销组织结构方面的研究少之甚少,本研究也能够为促进我国出版行业营销组织结构优化提供经验借鉴。
[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.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.22-F

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