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华中科技大学硕士学位论文D集团组织结构和营销管理的诊断姓名：胡浙申请学位级别：硕士专业：工商管理指导教师：李长江20040426IDDIIAbstractThisthesiscomefromDGroup’smanagementconsultingprojectthatauthorwasoneofitsconsultancies.Thisthesisisanactualrecordoftheproject.Asamanagementconsultingproject,thepurposeistofindtheexistentprobleminthefirmandthinkouttheresolventthatitcouldsettletheproblemandmakeprogressinmanagementperformance.Intheprocess,thecompanyinvestigationandthescientificresearchareessential.Indetail,thepaperdescribeoutlineoftheproject.Theprojectincludesthreeimportantphases:investigationpart,researchanddesigningpart,implementingpart.Thethreepartsarecombinedtothetotalpaperwiththeotherthreechapters:backgroundintroduction,environmentdescribingandconclusion.Thekeyscontentinthepaperarederivedbythecompanydiagnosisbyitselfandtheproject’sfirstgroundresearch,includingthedesignsoforganizingandmarketing.Thepaperalsoanalyzesthestrategiesofthefirmbecausethemanagementdesigningareunderthecompanystrategiesframe.Thedesignisaccordingasthefactandaimatupgradingmanagementefficiencywithsteadysteps.Thewholethesisbringforwardtheorganizeadjustingprogram,channelsmanagementprogram,salesman’ssalaryprogramafterresearchingcompanybyusingalotofanalyseinstruments.Asaprivateandminorenterprise,DGrouphasunsubstantialmanagementandbrilliantcharacteristicthatisdifferfromothercorporations.Accordingviewthis,theauthortakemoreattentiontotherelativebeneficialpeopleofthefirmandprivatefirm’figureintheprocess.Keywords:enterprisediagnosisminorclothingenterpriseorganizingmarketingmanagementdiversification11D1.1D2004DDDD1993D2004DD21.2DD11199719992000200120022003200412,1-1DD1993301019962000M2419993000200121202002200350003220041.3D20005821111D58244591051443942037681131.3.120801993X420021.3.24125000M220182020/28×15D2003050/DDD5D“”“”121.3.313613D60/37/837101.3.42003D100GSPGSP142790180D82D2.1PEST[1]2.1.11995199720006020“”“”“”120“”1—221921PEST123456120051231000417%103325671220043200441520561232.1.2“”“”10010001022PEST123121231234ISO900052.2·20802121112.2.122:12345:123412000561020D2DDD3422122.2.223:::12:1234:12D34D23133D3131“”[2]143.1“[3]”DDRegRevan“ActionLearning”[4]3115......313.2163.2.1100185230121234173.2.2685735%7.02%31.58%47.37%14.04%5.45%61.82%30.91%192.98%,78.6%21.8210.53%72%268.57%65%17.65%18.5%12.7336.367.2776.74%11.63186550%16.67%31.25%D363%65%50%8.93%90%52.5%57.69%22.73%80%1/41/387.76%14.29%3.3D32D1932D3.3.13332D33D2033343434D3.3.2DD[5]352135D36,36D223.3.3“”“”[6]DDD32321234563.43.4.123371212121237D37D3.4.21332433:D2D38D2513238DD“”2632327D343412345673.539353528393.5.11D20042117173045134DD3D11DDD36DD29DD36D602535403545[7]20DD2[8]37D3037D3D31631021310324DD311D311DD20D8050303852550DD304015003338/DDDDDD46425100201006312341231213002312312343127139353912343.5.23103133107361.2.3.1.2.3.1.2.3.1.2.3.:1.2.3.3133113111234D374D4.1·“”“”“”4.1.141414142434384/powerinterestmatrix192.98%,78.6%221.82363%4565%6411234423912343D44404.1.2BCGD450.5104242BCGD2500/45000.56200220031051020034500300075D500/12000.42200420051000101200201752014410.5X1045454343424.1.3SWOTSOWOSTWTSWOT44454344SWOTStrengthsS1S2S3S4S5S6WeaknessesW1W2W3W4W5W6W7W8W9OpportunitiesO1O2O3SOP1O1O2O3S1S2S3WOP1O1O2W2W6W7W9P2O1O2W1W2W4W8ThreatsT1T2T3T4T5STP1T1T3S1S2S3S4P2T2S4S6P3T4T5S4S6WTP1T2T5W6W7W9P2T1T2T3T5W2W4W8P3T1T2T3T5W1W5W8SWOT454445P1O1O2O3S1S2S3P2O1O2W2W6W7W9P3O1O2W1W2W4W8P4T1T3S1S2S3S4P5T2S4S6P6T4T5S4S6P7T2T5W6W7W9P8T1T2T3T5W2W4W8P9T1T2T3T5W1W5W8SWOT4646SWOTStrengthsS1S2S3S4S5S6S7ISO9000WeaknessesW1W21/2W3W4W5W6W7W8W9OpportunitiesSOWO45O1O2O3O4P1O1O2O3S1S5S6P2O1O4S3S6S7P3O1O2O3O4S1S5P4O1O2O3S1S5S6P1O1O2W1W3W6P2O1O2W1W3W7P3O1O2W4W5W6P4O1O2W8ThreatsT1T2T36T435T5STP1T3T5S1S2S6P2T1T3T5S1S2S5P3T3T5S5S6WTP1T1T2T3T5W1W5W8SWOT4747P1O1O2O3S1S5S6P2O1O4S3S6S7P3O1O2O3O4S1S5P4O1O2O3S1S5S6P5T3T5S1S2S6P6T1T3T5S1S2S5P7T3T5S5S6P8O1O2W1W3W6P9O1O2W1W3W7P10O1O2W4W5W6P11O1O2W8P12T1T2T3T5W1W5W8464.2D4848D1234ISO900056[10]4.2.146123412341234123446474.2.249D4912345//D4.2.348410410D4.2.447484949474850494.3D4.3.151410410DD75052/4.3.2535D5.15.1.15151541D52522535515335454565.1.2DD155//555657D565151D30005823-5D57200520102007!5733-520055859!!200520062007200820105859200520062007200820105955.2605.2.15.2.2151061510511:DD511622D512512363;;;5-134464655.3665.3.11/D3235-26752A76××B××××CAB5-353A::4321BC×××××××ABCABC123BC24319AA68A53ABCAA8070806070605-454A------------695.3.21=+1.0×5621D“”“”103037010%5.46713DDD“”D722MBA73[1]..,2003.1103[2]EuropeanHandbookofManagementConsultancy.DublinOakTreePress,19965[3]().()..,2003291-307[4]..,2002.265[5]()(Hitt,M.A.),()(Ireland,R.D.),()(Hoskisson,R.E.),.()().,2002.7144[6]()(Vasconcellose,j),..,2004.550[7]D2004[8],..,2003.6152[9].2002MBA..,200152[10]..,2003.637-64[11].,.,2001.9147-243[12]..,2004.125-76[13]MBA.,2003.914-32[14]()(Singh,K.),.().,2002.10147-162[15]..,2001.7148-216[16]Quinn,JamesBrian,ManagingInnovationControlledChaos,HarvardBusiness74Review,1985,63(3,)73-84[17]()(Baily,P.),,..,2003.352[18]()(Hawkins,D.I.),..,2003.13-26[19]PhilipKotler.MarketingManagement.,2001.889[20]..,200315-23[21]..,2002.10118-153[22]()RobertE.Hite,WesleyJ.Johnston.ManagingSales