RX投资集团营销队伍管理研究
发布时间：2018-11-11 13:20
【摘要】：伴随着我国金融市场的完善发展,居民对个人理财产品的需求不断增加,在银行、证券公司等传统金融机构之外的第三方理财机构逐渐成为财富管理市场中重要的组成部分。民营投资企业作为第三方理财机构的新军得到了很好的发展环境,在良好发展环境中的民营投资企业机遇和竞争并存。RX投资集团作为大庆地区成立最早的第三方理财机构目前正处于战略发展转型阶段,伴随着第三方理财机构的不断增加,企业面临的竞争日益激烈。由于同业企业成立的数目不断增加,第三方理财机构的经营模式由最初的“坐商”逐步转型成“行商”,营销队伍就成了每家企业不可或缺的人力资源。制定科学的人力资源管理制度是提升企业自身竞争优势的有效途径之一。如何通过管理营销队伍来提高企业的核心竞争力、巩固强化企业的市场地位,使企业在激烈的市场竞争中利于不败之地是企业目前需要解决的重要问题。本文依据人力资源管理、营销管理相关理论,以第三方理财机构行业为背景,结合国内外研究情况对RX投资集团营销队伍管理的现状做分析,采用文献研究法和个案研究法,将营销队伍的实际情况与理论知识相结合,查找出营销队伍管理中存在的问题。其具体问题主要包括企业营销队伍的营销架构不够清晰、管理制度缺乏系统性、缺少统一的招聘标准和专业知识培训计划等问题。针对营销队伍管理目前存在的主要问题,结合相关理论知识提出相应的营销队伍管理优化措施和建议。具体建议有优化企业的营销架构、建立系统性的营销队伍管理制度,统一招聘标准进而从招聘源头提升营销人员的综合素质,加强企业对营销人员的培训力度,通过企业对员工的专业知识培训来提高营销队伍的专业技能水平。同时,文章通过优化营销队伍的绩效考核来完善营销队伍的管理制度,希望通过科学的绩效考核促进营销队伍的健康发展。最后提出企业应该为营销人员提供更广阔的职业生涯发展,减少优秀营销人员的流失。
[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.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.39
本文编号：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.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.39
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