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一、体制创新,架构文化整合营销的制度平台湘泉集团是由40多年前的一个小厂经无数湘泉人的艰辛创业和拼搏才发展壮大到现今规模的。在由工厂制向公司制、股份制转变过程中,虽实现了资产重组和公司上市,但企业体制上的缺陷和一些制约企业发展的问题仍未得到有效改观。只有大胆对企业经营机制、营销体制进行创新和改革,才能使文化整合营销这种目前在白酒行业还十分前卫的营销模式发挥出应有的效能。对内,机构设置改科处制为
I. Institutional Innovation, Structure, Culture, Institutional Platform for Integrated Marketing The Xiangquan Group has grown from a small factory more than 40 years ago to the current scale through the hard work and hard work of numerous Xiangquan people. In the transition from factory-to-company system to joint-stock system, although asset restructuring and company listing have been realized, the defects in the enterprise system and some problems that restrict enterprise development have not been effectively improved. Only by boldly innovating and reforming the company’s operating mechanism and marketing system will it be possible to make cultural integration marketing, a marketing model that is still very avant-garde in the liquor industry, play its due role. Internally, the organization set up the reorganization system as