华东消防器材公司高绩效营销团队建设与管理研究.doc

摘要:在当今快速发展的社会中，市场环境越来越复杂多变，企业之间的竞争越来越激烈，民营企业在技术与资金方面相对比较薄弱。因此，建立高绩效的营销团队对民营企业来讲是必不可少的一个环节。

　　　本文是以泰州华东消防器材公司为例，在对相关文献资料的梳理研究以及对华东消防器材公司的调查访谈基础之上，对华东消防器材公司现有营销团队现状及营销团队存在的问题进行分析，认为华东消防器材公司营销团队管理主要存在团队结构不合理、团队合作意识较差、团队凝聚力低以及团队成员能力素质较低等问题，其根源是华东公司营销理念的落后、营销创新力不足、缺乏有效的团队领导和营销团队的业绩考核方式单一等，从而对华东消防器材公司营销团队出现的问题提出了相应的对策，主要包括加强营销团队成员的选择和培训，建立科学、合理的激励机制，实施有效的团队领导和建立高绩效营销团队文化等对策。

　　　泰州华东消防器材公司高绩效营销团队建设能够增强华东公司营销团队的凝聚力，激发营销团队成员的动力和内在潜力，增加华东消防器材公司的销售额，使华东公司能够适应激烈的市场竞争。同时，华东公司的高绩效营销团队建设能够将高绩效营销团队理论运用于实际当中，并且为其他企业的高绩效营销团队建设提供借鉴。

关键词 高绩效营销团队；团队管理；团队建设

Abstract:With the rapid development of the society, more and more complex and changeable make the environment, the increasingly fierce competition among enterprises, private enterprises is relatively weak in technology and capital. Therefore, to establish the high performance of the marketing team is an essential part of private enterprises.

　　　This passage is based on Taizhou Huadong fire-fighting equipment company as an example, based on the study of relevant literature and the survey of fire equipment company interview, on the basis of analyzing the existing Huadong fire equipment company's existing marketing team situation and marketing team issues, Think the marketing team management in Huadong fire equipment company mainly in the team structure is irrational, team cooperation consciousness, team cohesion and team members ability is low, the root cause is backward, marketing innovation power company in Huadong marketing idea shortage, lack of effective team leadership and team performance assessment methods and single, appear thereby of fire equipment company marketing team put forward some solutions to the problems, Mainly include strengthening the selection and training of the members of the marketing team, establish a scientific incentive mechanism, reasonable, effective team leadership and building a high performance team culture countermeasures.

　　　High performance marketing team building Taizhou Huadong fire-fighting equipment company to enhance company in Huadong marketing team together, stimulate the members of the marketing team dynamics and internal potential, increase in Huadong fire equipment sales, the company in Huadong can adapt to the fierce market competition. At the same time, Huadong high performance marketing team building to high performance marketing team theory into practice, and provide experience for other enterprise high performance marketing team build.

Keywords  High performance marketingteam  Team management  Team building