【作者】 胡正明； 牛建波； 王桂萍；

【Author】 HU Zheng - ming,NIU Jian - bo, WANG Gui - ping (School of management, Shandong University, Jinan 250100, China)

【机构】 山东大学管理学院；

【摘要】 经济全球化时代的到来,使企业间的竞争国际化,从而给市场营销活动带来了新的特点,也给市场营销组织建设提出了新的要求。为此,中国企业应未雨绸缪,设计适当的市场营销组织:(1)国内市场营销组织要国际化,以便为进行全球市场营销打下基础;(2)全球市场营销组织要当地化,以便有针对性地开拓世界市场;(3)企业规模要扩大,核算单位要缩小,以便增加利润增长点;(4)各类企业的市场营销组织要扁平化,以便提高营销活动的效率和准确度。更多还原

【Abstract】 With the coming of global economics, the competency is becoming internationalized. The new characters of marketing need different marketing organizations accordingly. In order to win the new competency, we must take precautions such as: (1) Internationalization of local marketing organization to prepare for the international operation; (2) Localization of international organization to get the market in view of existing situation; (3) Enlargement of the scale of reduction of financing unit to increase the profit resources;(4) Flatization of marketing organization to improve the efficiency and accuracy.更多还原