On the Reform of FMCG Customer-Oriented Marketing Organization

Kaifeng MAO


With the rapid development of economic globalization and information technology, the marketing concept and the internal and external environment of enterprises are changing dramatically. Reform of marketing organization can help enterprises gain advantages in the dynamic market environment. By analyzing the marketing organization structure of current fast-moving consumer goods industry, this paper put forward the borderless marketing organization model which is oriented to customers and based on process and outcome, and proves it effective by conducting marketing organization reform on a domestic manufacturing enterprise. After reform and freeze, this marketing organization takes on features of high performance, high sensitivity to the changes in the market environment, and self-dynamic equilibrium. Individual performance, organizational performance and consumer satisfaction are promoted, and the marketing organization’s capability of constant reform takes shape.


FMCG; Dynamic market; Customer-oriented marketing organization; Reform

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DOI: http://dx.doi.org/10.3968/7347


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