纺织服装企业营销系统组织创新研究——以陕北地区毛纺织服装企业为例

国内纺织服装企业适应市场能力普遍较弱,市场淘汰率较高,大多数还处于职能式进行单一的产品生产,市场反应能力较差。纺织服装企业要提高市场竞争力,就必须建立起科学、合理的营销组织机构,通过组织创新,合理地配置资源,提高企业的营销能力,从而提升企业的市场竞争力。本文在对陕北毛纺织服装产业进行深入调研的基础上,结合理论分析与实证研究,通过结构方程模型(SEM),分析了毛纺织服装企业在营销组织创新时存在的问题以及营销组织创新与营销能力和绩效间的关系,为陕西省服装企业提升市场竞争力提供具有针对性的对策建议。

Organizational Innovation of the Marketing System for Textile and Garment Enterprises

Domestic textile and garment enterprises don’t have strong ability to adapt to the market,most still in the functions of the type is for single product,the market response capability is poor.Textile and garment enterprises in order to enhance the market competitiveness,they must establish a scientific and rational marketing organization,through the organization of innovation,allocation the resources,improve marketing capabilities,so as to enhance their market competitiveness.In this paper,wool textile and garment industry in northern Shaanxi conducted in-depth research,based on the combination of theoretical analysis and empirical research,through structural equation modeling (SEM),analysis of the wool textile and garment enterprises in the marketing problems when organizational innovation and organizational innovation in marketing and marketing relationship between capacity and performance,in Shaanxi Province garment enterprises to enhance their market competitiveness in targeted countermeasures.