营销部门文化及与营销绩效关系的实证研究

作为现代企业的的管理方法或手段,组织文化是企业的无形资源,是企业重要的独特资源,对形成竞争优势具有重要的作用。部门文化作为组织文化最强势的亚文化之一,与组织文化相伴而生,共同作用于企业员工,影响着组织文化的生长和发展。发现部门文化的发展规律,可以促进企业的高效管理。本文通过实证研究的方法,验证了营销部门文化的结构维度及其与营销部门绩效的相关性。研究结果表明,营销部门文化包含六个要素,且它们与营销部门绩效有显著的相关关系。

As the basic management method or means in modern corporation,organization culture is intangible resource and an inimitable resource very important,and it has played an important role in making the enterprises more competitive.As one of the most strongest subculture,department subculture is accompanied with organization culture,which jointly affect employees and the growth and development of the organization culture.The paper finds out that the law of department subculture development can contribute to high efficient management.With empirical research methods,the author has verified the correlation between structure of department culture and department performance.The result shows that marketing department culture contains six factors,and they have significant positive correlation with marketing department performance.