建设中小企业营销团队的对策.docVIP

摘要 随着经济发展一体化与全球化，中小企业在国民经济中占有重要地位，市场竞争激烈程度也日趋明显。中小企业一般规模较小、实力较弱，在管理模式、组织构架设计、业务流程改造等多方面缺少竞争优势。现今人力资源是中小企业各种资源的主体，而营销团队的建设直接影响企业的生产、经营的稳定。因此，中小企业的美好未来势必要拥有一支高效能营销团队。本文基于营销现状和团队理念，采用文献研究法、定量分析法、思维方法、描述性研究法等方法，对目前我国中小企业营销团队建设中存在的问题进行了分析。研究发现主要存在以下几方面问题：管理体系不健全、营销团队成员欠缺专业知识和技能、培训制度不完善。而造成这些问题的主要原因有：营销团队管理执行能力差、员工招聘标准低、流程不严格、培训制度不受重视等。为解决团队建设中存在的普遍问题，提出以下几个方面措施予以改进：首先，慎重筛选团队成员、完善培训制度是建立营销团队的基础，然后再从规章制度的制定和执行、合理的激励措施等方面强调营销团队管理的重要性。然而与此同时，保持营销团队的高效性也应被重视：加强团队成员营销行为的考核制度管理、明确企业营销文化和团队和谐文化的培养、学习型营销团队的建立。 关键词： 营销团队，团队问题，建设对策，管理 Abstract With the integration and globalization of economic development,SMEs play an important role in the national economy,and market competition becomes increasingly fierce.Generally,compared with large enterprises,SMEs have small scale,weak strength.They lack competitive superiority in management mode,organizational structure design,business process reengineering and other aspects.Nowadays,human resources are the subject of a variety of resources for SMEs,and the marketing team building directly impact the production, operation stability.Therefore, a better future for SMEs is bound to have an efficient marketing team.Based on the current marketing situation and team concept,article makes analysis of marketing team construction of the existing problems through Literature research, quantitative analysis, thinking, descriptive studies and other methods.The study found the main problems in the following aspects,the management system is not perfect, the marketing team members lack the expertise and skills,the training system is imperfect.The main cause of these problems are,poor marketing execution team management, low staff recruitment standard.In addition,the process is not strict, and the training system are not taken seriously.In order to solve common problems that exist in team building,the following proposed measures to be improved are brought.First of all,carefully screening team members and improving the trai