本文關(guān)鍵詞： 營銷團隊 激勵機制 工作動力 需求　出處：《廣西師范大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：營銷團隊具有其特定的性質(zhì),因此以往的對營銷人員個體的激勵模式不適應(yīng)現(xiàn)代營銷團隊整體的激勵模式。各企業(yè)均在關(guān)注有效的建立健全營銷團隊的激勵機制問題。為了更好的實現(xiàn)企業(yè)的發(fā)展目標(biāo),企業(yè)將調(diào)動營銷團隊的積極性、激發(fā)其潛能、發(fā)揮其主觀能動性,增強團隊合作,從而有效的提升團隊的總體成績。管理營銷團隊的中心環(huán)節(jié)是建立健全激勵機制、在經(jīng)營過程中每個人能夠發(fā)揮自己的作用,保證經(jīng)營的正常進(jìn)行。現(xiàn)在,企業(yè)主要面臨的問題是營銷團隊中出現(xiàn)渙散的局面、營銷個體人員有時會產(chǎn)生流失,致使企業(yè)不能很好的提高效益。所以本文以GF公司作為案例,致力于探索、研究企業(yè)營銷團隊的激勵機制方面,并不斷總結(jié)激勵機制的規(guī)律,將這些規(guī)劃、理論與實踐相結(jié)合,從而推動企業(yè)健康長足的發(fā)展。上面論述主要基于宏觀方面。從微觀的角度上看,以GF公司為例的中大型企業(yè)在現(xiàn)代市場發(fā)展中如果建立健全激勵機制,將每個成員的積極性、潛能發(fā)揮出來,發(fā)揚團隊精神、眾志成城、不僅提高效率,還能夠提高企業(yè)的整體效益,形成奮發(fā)、團結(jié)的整體氛圍。 當(dāng)今的企業(yè)倡導(dǎo)團隊精神,企業(yè)均在采用營銷團隊來進(jìn)行產(chǎn)品的營銷。企業(yè)存在、發(fā)展的基礎(chǔ)是其營銷團隊。目前企業(yè)最大的困難便是建立企業(yè)營銷團隊的激勵機制,從而激發(fā)其主觀能動性。本文基于大量訪談的基礎(chǔ)上,分析了現(xiàn)有關(guān)于企業(yè)激勵機制方面的文獻(xiàn),分析了營銷團隊的含義。作為一個營銷團隊,要建立其運行機制,主要涵蓋營銷人員的組成、特點、營銷人員的工作情況、團隊的性質(zhì)等。為了深層次的挖掘營銷團隊的內(nèi)涵,本文采取了調(diào)查問卷的方式,調(diào)查問卷的內(nèi)容包羅萬象,歸根結(jié)底總結(jié)出營銷團隊每位成員關(guān)注需求因素的不同程度,如隨著團隊成員年齡、性別、資歷、職務(wù)的不同,其需求也有所不同。營銷團隊的成員在需求維護方面包括工作團隊、成長歷程、薪金、企業(yè)支撐等。以營銷團隊的性質(zhì)、成員的需求為基礎(chǔ),得出營銷團隊的激勵機制。激勵機制包括物質(zhì)方面、精神方面、績效評估等層次。物質(zhì)激勵機制主要闡述的是團隊隊員的薪酬福利、同時對機理加以詮釋。精神激勵機制旨在增加成員的歸屬感與團隊精神,包括個人進(jìn)步機制、團隊激勵機制等。績效評估旨在將物質(zhì)、精神激勵機制發(fā)揮得淋漓盡致。翻閱已有的文獻(xiàn),以往文章的研究主體均為營銷的個人,旨在發(fā)揮成員個人的主觀能動性；本文的研究主體是營銷團隊的整體,研究手段是問卷、訪談法,主要研究如何完善健全整體團隊的激勵機制,從而激發(fā)團隊的斗智,完善管理。 本文一方面在研究的主體對象上有所創(chuàng)新�，F(xiàn)在關(guān)于營銷崗位的激勵機制的主體對象一般是營銷個體,而沒有提升到團隊合作方面。本文的研究對象主體是GF公司營銷的團隊,以GF公司營銷團隊的成員為抓手,分析了GF公司營銷團隊成員的構(gòu)成與特點、建立健全激勵機制,從而發(fā)揮出團隊成員的主觀能動性與團隊精神。另一方面,本文建立全方位的激勵機制。以前在GF公司營銷團隊激勵方面主要針對薪酬激勵方面,沒有全面的概括出激勵機制的整體來。本文主要以理論聯(lián)系實際的方式合理而全面的勾勒了GF公司營銷團隊激勵問題的方式與手段。 由于時間和篇幅方面的限制,關(guān)于銷售人員的激勵制度的制定只做了總結(jié)性的表述,并沒有詳細(xì)說明。因為每個行業(yè)的實際情況各不相同,關(guān)于銷售人員的管理和需求也是不同的,所以要針對一個GF公司的特點以及其未來的發(fā)展目標(biāo),還有銷售人員的平均認(rèn)知層次,專門制定合理的激勵制度,并不能生搬硬套,這樣反而不利于員工的成長和發(fā)展,甚至制約整個公司的未來發(fā)展。另外,除了本文所提及的理論依據(jù),現(xiàn)在關(guān)于人類群體凝聚力等方面的研究也越來越深入,如果可以將這些研究成果和團隊獎懲制度結(jié)合起來的話,一定可以大大增加此制度的實用性,因此,這一問題也是未來研究中非常重要的。
[Abstract]:The marketing team has its special properties, so the individual to the marketing personnel incentive mode not adapt to the modern marketing team incentive model. The enterprises are in more effectively to establish and perfect the incentive mechanism of the marketing team. In order to achieve business development goals, enterprises will mobilize the enthusiasm of the marketing team, excited the potential to play to their initiative, strengthen the team cooperation, so as to effectively enhance the overall performance of the team. The central link management marketing team is to establish and perfect the incentive mechanism in the management process, everyone can play their role and ensure the normal conduct of business. Now, the main problem facing enterprises is lax situation the marketing team, marketing personnel can sometimes produce individual loss, the enterprise is not good for the improvement of efficiency. So this paper takes the GF company as the case to explore, The incentive mechanism of enterprise marketing team, and constantly sum up the incentive mechanism of the planning, the combination of theory and practice, thus promoting the business healthy and rapid development. The above discussion is mainly based on the macro aspect. From the microscopic point of view, taking GF company as an example in the development of the large enterprises in the modern market if to establish and perfect the incentive mechanism, the enthusiasm of each member, potential, develop team spirit, not only improve the efficiency, Our wills unite like a fortress., also can improve the overall efficiency of enterprises, the formation of energy and overall atmosphere of unity around.
The enterprise advocate team spirit, enterprises are in the marketing team to product marketing. The foundation of the development of enterprise, is the enterprise marketing team. At present, the greatest difficulty is the establishment of incentive mechanism of enterprise marketing team, so as to stimulate their initiative. Based on a lot of interviews, literature analysis the existing on enterprise incentive mechanism, analyzes the meaning of marketing team. As a marketing team, to establish the operation mechanism, characteristics mainly covers the composition, marketing personnel, marketing personnel work, team properties. In order to dig deep connotation of the marketing team, this paper adopts the way of questionnaire the contents of the questionnaire, summed up the marketing team to cover and contain everything, after all each member concerned different demand factors, such as team members with age, gender, seniority, position Different, their needs are different. The members of the marketing team including team, in the maintenance demand growth process, salary, enterprise support. To the nature of the marketing team, members of the marketing team needs based incentive mechanism. The incentive mechanism including material, spiritual, performance evaluation and material incentive level. The mechanism is mainly on the team salary and welfare at the same time. The mechanism of interpretation of the spiritual incentive mechanism to increase the sense of belonging and the members of the team spirit, including personal progress mechanism, team performance evaluation and incentive mechanism. In order to material, spiritual incentive mechanism play the most incisive. Through literature, previous studies on the subject as a marketing person, in order to give full play to the initiative of the members; the main body of this paper is the overall marketing team, the research instruments are questionnaire, interview, principal The study on how to improve the incentive mechanism and improve the whole team, so as to inspire the team of wits, improve the management.
On the one hand, there are some innovations in research on the subject. Now on incentive mechanism of marketing positions of the main object is the general marketing and individual, have not been promoted to the team. The main research object of this paper is GF's marketing team, with members of GF company's marketing team as the starting point, analyzing the composition and characteristics of GF the company's marketing team members, establish and perfect the incentive mechanism, so as to play a team initiative and team spirit. On the other hand, the establishment of incentive mechanism in all directions. Before the marketing team of GF company incentive to compensation, there is no comprehensive summarized overall incentive mechanism. This paper the theory and practice of the rational and comprehensive outline of the marketing team incentive problem of GF company's ways and means.
Due to time and space restrictions on the development of the sales staff incentive system is only a summary of the statement did not detail. Because the actual situation of each industry is different, a sales staff and management needs are different, so according to the characteristics of a GF company and its future development the target, the average cognitive level and sales staff, specially formulated reasonable incentive system, and can not be applied mechanically, but this is not conducive to the growth and development of employees, and even restrict the future development of the company. In addition, in addition to the theoretical basis for this article mentioned, now studies on human populations cohesion and etc. also more and more deeply. If the results of these studies and team reward system combined, can greatly increase the practicality of the system, therefore, this problem is also the future research It's very important.

【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F259.23;F272.92

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