营销团队领导者性格特征与团队绩效关系研究

发布时间：2019-06-19 07:24

【摘要】：随着市场竞争的日益加剧,以传统的生产力为决定因素的组织结构已经显得不适合当前的市场竞争。国内各大生产厂商对市场营销团队的建设也越来越重视。然而,当前各个厂商对各自市场营销团队的组建还不太成熟,基本上采取的是总经理或者其他公司领导层通过职业招聘网站进行市场人员招聘,缺乏有效的绩效评价机制。寻找怎样的市场营销团队领导者来带领整个团队取得较好的绩效,是各个厂商都非常关注的问题。论文从信息安全领域为立足点,从性格学说入手,在众多的性格学说中选择DISC性格学说作为基础,分别对营销团队领导者魄力型(D)、魅力型(I)、亲和力型(S)和执行力型(C)四种不同的性格特征进行研究分析,总结了各个性格特征在销售领域的优势与不足。论文建立了营销团队绩效评价体系,界定了营销团队领导者性格特征与绩效评价体系中各项指标的内涵,并建立了基于DISC性格理论的市场营销团队领导者性格与团队绩效的关系模型。本文通过A公司的具体案例,通过问卷调查对A公司全国55个区域的营销团队领导者的性格特征进行了分析。对各个区域的营销团队的团队业绩进行了数据整理总结。同时,营销团队领导者性格特征与团队绩效关系进行了对比研究。本文的研究结论可以为国内各个生产厂商对营销团队领导者的选择提供建议,对市场营销团队的组建以及市场发展也有一定的启示作用。
[Abstract]:With the increasing market competition, the organizational structure with traditional productivity as the decisive factor has become unsuitable for the current market competition. Domestic manufacturers pay more and more attention to the construction of marketing team. However, at present, the formation of their own marketing teams is not very mature, basically adopt the general manager or other company leadership through the career recruitment website for the recruitment of market personnel, the lack of effective performance evaluation mechanism. Looking for what kind of marketing team leaders to lead the whole team to achieve better performance is a matter of great concern to all manufacturers. Starting from the field of information security, starting from the personality theory, this paper chooses DISC personality theory as the basis among many personality theories, studies and analyzes the four different personality characteristics of marketing team leader charismatic (D), charismatic (I), affinity (S) and executive (C) respectively, and summarizes the advantages and disadvantages of each personality feature in the field of sales. In this paper, the performance evaluation system of marketing team is established, the personality characteristics of marketing team leaders and the connotation of each index in the performance evaluation system are defined, and the relationship model between marketing team leader personality and team performance based on DISC personality theory is established. Through the specific case of A company, this paper analyzes the personality characteristics of marketing team leaders in 55 regions of A company through questionnaire survey. The data collation and summary of the team performance of the marketing team in each region are carried out. At the same time, the relationship between the personality characteristics of marketing team leaders and team performance is compared. The conclusions of this paper can provide suggestions for the domestic manufacturers to choose the leaders of the marketing team, and also have a certain enlightening effect on the formation of the marketing team and the development of the market.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.91;F274

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