关系营销导向下企业组织结构面临的转变

Transition of the Enterprise's Organizations Structure under the Relationship of Marketing Orientation

随着关系营销理论影响的不断深入 ,以泰勒的科学管理为原则的层级组织结构已受到多方面的挑战 .本文从关系营销理念的要求出发 ,分析传统的层级组织结构存在的弊端及其为何不适应关系营销的要求 。

As the influence of relationship marketing goes deep, hierarchical organizations based on the principles of scientific management of Taylor have been challenged in many aspects. The article analyses the shortcoming of traditional hierarchical structure of organizations and the reasons of its maladjustment to the demands of relationship marketing. And the paper points out that the imaginary organization is the ideal organization structure that can adapt to relationship marketing.