組織流程與結構對行銷及業務合作之影響

Abstract

科技的發達改變了人們做生意的方式，傳統公司依靠王牌業務就能獨挑大梁，業務致力於將產品賣給更多人，但隨著時代的進步，人們接收資訊的方式越發的多元，網路、報章雜誌、新聞媒體……等，而後電子商務時代來臨，取代傳統業務銷售的渠道，商品的品牌行銷也越發受到企業的重視。本研究以此為背景，以組織流程與結構對行銷業務績效之分析為主題，在組織流程和結構是否會對行銷與業務合作產生衝突或合作，並觀察若合作無間，是否能夠提升公司的績效，並使用外商公司及本土公司做比較。研究方法使用專家訪談法，訪問四間企業的高階主管，在業務與行銷兩個職能之間，如何以組織流程和結構去架構，在兩個職能溝通間是否會產生衝突，當衝突發生時他們會用什麼方式解決，而兩個職能又是以什麼樣的方式合作，交叉比較不同公司是否會在組織流程或是結構上有所不同，進而整理分析對於公司行銷與業務兩職能間合作之建議。關鍵字：業務、行銷、業務與行銷合作、業務與行銷衝突The development of science and technology has changed the way to doing business , companies profits were rely on sales in past . However , with the progress of the world , people receive information’s ways are different , like network , newspapers , magazines , news …… etc . E-Commerce world has coming and replace traditional business channel , brand marketing of products has also received more and more attention from enterprises .This research is organizational process and structure on Marketing/Sales performances , whether the organizational process and structure will conflict or cooperate with marketing and business cooperation , use foreign companies and local companies for comparison. The research method uses the expert interview method to interview the senior executives of four companies, how to structure the organizational process and structure between the two functions of business and marketing, whether there will be conflicts between the two functions' communication, and when the conflict occurs, they How to solve the problem, and how the two functions cooperate, cross-comparison whether different companies have different organizational processes or structures, and then organize and analyze suggestions for the cooperation between the two functions of the company's marketing and business .

Keywords: business, marketing, business and marketing partnership, business and marketing conflict