Adjust the marketing organization is not the only way to enhance performance!.docVIP

 PAGE \* MERGEFORMAT 24 Adjust the marketing organization is not the only way to enhance performance! To date, China has the spread of modern knowledge systems in the process of MBA, marketing theory is undoubtedly the most widely spread and popularize the highest level of one of modern management thinking. Correspondingly, it is to compete in the domestic market which, based on their natural advantage of their mother culture, and many excellent local enterprises in the profound grasp of the local consumer culture at the same time, and effective integration of the Western modern marketing ‘philosophy’, which in many industries and large number of multinational competitors, competition in the market process, give full play to ‘the comparative advantage of local marketing’, to seize a leading competitive position relative, such as household electrical appliances field of color television sets, microwave ovens, air conditioners, refrigerators, and modern communications to mobile phones. Worthy of attention is, in the current Chinese domestic enterprises accounted for an absolute majority of the market share of industries, local enterprises to obtain a competitive advantage due to its overall strength is not the inevitable result of increase, while largely relying on its own marketing organization maximize the efficiency of the internal functions based on the play! Such as color TV industry, TCL and Bird cell phone industry, both in the field of color TVs and mobile phones were key to the success of its acquisition or construction of the law in line with China’s domestic market development, channel network. Which rely solely on the marketing organization’s natural advantages (for the mother culture of adaptability) brought to market competitive advantage, often only a temporary, easy-to-imitate competitive advantage is not to ensure the sustainable development of enterprise core competitive advantage. Once the localization process, as the multinational companies