RX投資集團營銷隊伍管理研究
發(fā)布時間：2018-11-11 13:20
【摘要】：伴隨著我國金融市場的完善發(fā)展,居民對個人理財產(chǎn)品的需求不斷增加,在銀行、證券公司等傳統(tǒng)金融機構之外的第三方理財機構逐漸成為財富管理市場中重要的組成部分。民營投資企業(yè)作為第三方理財機構的新軍得到了很好的發(fā)展環(huán)境,在良好發(fā)展環(huán)境中的民營投資企業(yè)機遇和競爭并存。RX投資集團作為大慶地區(qū)成立最早的第三方理財機構目前正處于戰(zhàn)略發(fā)展轉型階段,伴隨著第三方理財機構的不斷增加,企業(yè)面臨的競爭日益激烈。由于同業(yè)企業(yè)成立的數(shù)目不斷增加,第三方理財機構的經(jīng)營模式由最初的“坐商”逐步轉型成“行商”,營銷隊伍就成了每家企業(yè)不可或缺的人力資源。制定科學的人力資源管理制度是提升企業(yè)自身競爭優(yōu)勢的有效途徑之一。如何通過管理營銷隊伍來提高企業(yè)的核心競爭力、鞏固強化企業(yè)的市場地位,使企業(yè)在激烈的市場競爭中利于不敗之地是企業(yè)目前需要解決的重要問題。本文依據(jù)人力資源管理、營銷管理相關理論,以第三方理財機構行業(yè)為背景,結合國內(nèi)外研究情況對RX投資集團營銷隊伍管理的現(xiàn)狀做分析,采用文獻研究法和個案研究法,將營銷隊伍的實際情況與理論知識相結合,查找出營銷隊伍管理中存在的問題。其具體問題主要包括企業(yè)營銷隊伍的營銷架構不夠清晰、管理制度缺乏系統(tǒng)性、缺少統(tǒng)一的招聘標準和專業(yè)知識培訓計劃等問題。針對營銷隊伍管理目前存在的主要問題,結合相關理論知識提出相應的營銷隊伍管理優(yōu)化措施和建議。具體建議有優(yōu)化企業(yè)的營銷架構、建立系統(tǒng)性的營銷隊伍管理制度,統(tǒng)一招聘標準進而從招聘源頭提升營銷人員的綜合素質,加強企業(yè)對營銷人員的培訓力度,通過企業(yè)對員工的專業(yè)知識培訓來提高營銷隊伍的專業(yè)技能水平。同時,文章通過優(yōu)化營銷隊伍的績效考核來完善營銷隊伍的管理制度,希望通過科學的績效考核促進營銷隊伍的健康發(fā)展。最后提出企業(yè)應該為營銷人員提供更廣闊的職業(yè)生涯發(fā)展,減少優(yōu)秀營銷人員的流失。
[Abstract]:With the perfect development of financial market in our country, the residents' demand for personal financial products is increasing. Besides banks, securities companies and other traditional financial institutions, third-party financial institutions have gradually become an important part of the wealth management market. Private investment enterprises as the third party financial institutions of the new army has been a good development environment, In a good development environment, the opportunity and competition of private investment enterprises coexist. As the earliest third party financial organization in Daqing area, RX investment group is in the transition stage of strategic development, with the increasing number of third party financial institutions. Enterprises are facing increasingly fierce competition. Due to the increasing number of enterprises in the same industry, the business model of third-party financial institutions has been gradually transformed from the original "sitting merchants" to "business operators", and the marketing team has become an indispensable human resource for every enterprise. The establishment of scientific human resource management system is one of the effective ways to enhance the competitive advantage of enterprises. How to improve the core competitiveness of enterprises through the management of marketing team, consolidate and strengthen the market position of enterprises, and make enterprises in the fierce market competition in favor of invincible position is an important problem that enterprises need to solve at present. Based on the theories of human resource management and marketing management, this paper analyzes the current situation of marketing team management of RX investment group based on the background of the third party financial organization industry and the domestic and foreign research situation, and adopts the literature research method and the case study method. Combining the actual situation of marketing team with theoretical knowledge, the problems existing in the management of marketing team are found out. The specific problems include the lack of clear marketing structure, the lack of systematic management system, the lack of uniform recruitment standards and the lack of professional knowledge training plan. Aiming at the main problems existing in the management of marketing team at present, this paper puts forward the corresponding measures and suggestions for optimizing the management of marketing team based on relevant theoretical knowledge. Specific suggestions include optimizing the marketing structure of the enterprise, establishing a systematic management system of the marketing team, unifying the recruitment standard and then upgrading the comprehensive quality of the marketing personnel from the source of recruitment, and strengthening the training of the marketing personnel in the enterprise. Improve the professional skills of the marketing team through the training of professional knowledge. At the same time, by optimizing the performance appraisal of the marketing team to perfect the management system of the marketing team, we hope to promote the healthy development of the marketing team through scientific performance appraisal. Finally, the enterprise should provide a broader career development for marketers and reduce the loss of outstanding marketing personnel.
【學位授予單位】：東北石油大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F832.39
本文編號：2324954
[Abstract]:With the perfect development of financial market in our country, the residents' demand for personal financial products is increasing. Besides banks, securities companies and other traditional financial institutions, third-party financial institutions have gradually become an important part of the wealth management market. Private investment enterprises as the third party financial institutions of the new army has been a good development environment, In a good development environment, the opportunity and competition of private investment enterprises coexist. As the earliest third party financial organization in Daqing area, RX investment group is in the transition stage of strategic development, with the increasing number of third party financial institutions. Enterprises are facing increasingly fierce competition. Due to the increasing number of enterprises in the same industry, the business model of third-party financial institutions has been gradually transformed from the original "sitting merchants" to "business operators", and the marketing team has become an indispensable human resource for every enterprise. The establishment of scientific human resource management system is one of the effective ways to enhance the competitive advantage of enterprises. How to improve the core competitiveness of enterprises through the management of marketing team, consolidate and strengthen the market position of enterprises, and make enterprises in the fierce market competition in favor of invincible position is an important problem that enterprises need to solve at present. Based on the theories of human resource management and marketing management, this paper analyzes the current situation of marketing team management of RX investment group based on the background of the third party financial organization industry and the domestic and foreign research situation, and adopts the literature research method and the case study method. Combining the actual situation of marketing team with theoretical knowledge, the problems existing in the management of marketing team are found out. The specific problems include the lack of clear marketing structure, the lack of systematic management system, the lack of uniform recruitment standards and the lack of professional knowledge training plan. Aiming at the main problems existing in the management of marketing team at present, this paper puts forward the corresponding measures and suggestions for optimizing the management of marketing team based on relevant theoretical knowledge. Specific suggestions include optimizing the marketing structure of the enterprise, establishing a systematic management system of the marketing team, unifying the recruitment standard and then upgrading the comprehensive quality of the marketing personnel from the source of recruitment, and strengthening the training of the marketing personnel in the enterprise. Improve the professional skills of the marketing team through the training of professional knowledge. At the same time, by optimizing the performance appraisal of the marketing team to perfect the management system of the marketing team, we hope to promote the healthy development of the marketing team through scientific performance appraisal. Finally, the enterprise should provide a broader career development for marketers and reduce the loss of outstanding marketing personnel.
【學位授予單位】：東北石油大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F832.39
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