GF公司营销团队激励机制研究

发布时间：2018-01-27 08:38

本文关键词： 营销团队激励机制工作动力需求　出处：《广西师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：营销团队具有其特定的性质,因此以往的对营销人员个体的激励模式不适应现代营销团队整体的激励模式。各企业均在关注有效的建立健全营销团队的激励机制问题。为了更好的实现企业的发展目标,企业将调动营销团队的积极性、激发其潜能、发挥其主观能动性,增强团队合作,从而有效的提升团队的总体成绩。管理营销团队的中心环节是建立健全激励机制、在经营过程中每个人能够发挥自己的作用,保证经营的正常进行。现在,企业主要面临的问题是营销团队中出现涣散的局面、营销个体人员有时会产生流失,致使企业不能很好的提高效益。所以本文以GF公司作为案例,致力于探索、研究企业营销团队的激励机制方面,并不断总结激励机制的规律,将这些规划、理论与实践相结合,从而推动企业健康长足的发展。上面论述主要基于宏观方面。从微观的角度上看,以GF公司为例的中大型企业在现代市场发展中如果建立健全激励机制,将每个成员的积极性、潜能发挥出来,发扬团队精神、众志成城、不仅提高效率,还能够提高企业的整体效益,形成奋发、团结的整体氛围。当今的企业倡导团队精神,企业均在采用营销团队来进行产品的营销。企业存在、发展的基础是其营销团队。目前企业最大的困难便是建立企业营销团队的激励机制,从而激发其主观能动性。本文基于大量访谈的基础上,分析了现有关于企业激励机制方面的文献,分析了营销团队的含义。作为一个营销团队,要建立其运行机制,主要涵盖营销人员的组成、特点、营销人员的工作情况、团队的性质等。为了深层次的挖掘营销团队的内涵,本文采取了调查问卷的方式,调查问卷的内容包罗万象,归根结底总结出营销团队每位成员关注需求因素的不同程度,如随着团队成员年龄、性别、资历、职务的不同,其需求也有所不同。营销团队的成员在需求维护方面包括工作团队、成长历程、薪金、企业支撑等。以营销团队的性质、成员的需求为基础,得出营销团队的激励机制。激励机制包括物质方面、精神方面、绩效评估等层次。物质激励机制主要阐述的是团队队员的薪酬福利、同时对机理加以诠释。精神激励机制旨在增加成员的归属感与团队精神,包括个人进步机制、团队激励机制等。绩效评估旨在将物质、精神激励机制发挥得淋漓尽致。翻阅已有的文献,以往文章的研究主体均为营销的个人,旨在发挥成员个人的主观能动性；本文的研究主体是营销团队的整体,研究手段是问卷、访谈法,主要研究如何完善健全整体团队的激励机制,从而激发团队的斗智,完善管理。本文一方面在研究的主体对象上有所创新。现在关于营销岗位的激励机制的主体对象一般是营销个体,而没有提升到团队合作方面。本文的研究对象主体是GF公司营销的团队,以GF公司营销团队的成员为抓手,分析了GF公司营销团队成员的构成与特点、建立健全激励机制,从而发挥出团队成员的主观能动性与团队精神。另一方面,本文建立全方位的激励机制。以前在GF公司营销团队激励方面主要针对薪酬激励方面,没有全面的概括出激励机制的整体来。本文主要以理论联系实际的方式合理而全面的勾勒了GF公司营销团队激励问题的方式与手段。由于时间和篇幅方面的限制,关于销售人员的激励制度的制定只做了总结性的表述,并没有详细说明。因为每个行业的实际情况各不相同,关于销售人员的管理和需求也是不同的,所以要针对一个GF公司的特点以及其未来的发展目标,还有销售人员的平均认知层次,专门制定合理的激励制度,并不能生搬硬套,这样反而不利于员工的成长和发展,甚至制约整个公司的未来发展。另外,除了本文所提及的理论依据,现在关于人类群体凝聚力等方面的研究也越来越深入,如果可以将这些研究成果和团队奖惩制度结合起来的话,一定可以大大增加此制度的实用性,因此,这一问题也是未来研究中非常重要的。
[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.

【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F259.23;F272.92

【参考文献】