摘要
激励体系建设一直是企业提升人力资源绩效的一种重要手段。企业作为一个
整体，提升团队战斗力至关重要。营销团队作为企业业绩的最主要一环，肩负着
企业产生利润的职责，只有提升营销团队的工作热情，提高营销团队的工作效率，
打造更具有战斗力的营销团队，才能为企业业绩带来长久的保障

本文通过浙江逗哈科技杭州分公司的营销团队现有的人力资源状况，通过相
应的激励体系基础结合问卷调查法、访谈法、数据支持等对营销团队进行了全方
位的诊断和分析，找出团队存在的问题，提供解决方案。问卷调查法，围绕“薪
酬福利、晋升发展、企业文化、培训学习、认可与赞美”得出营销团队对于公司
现有激励体系的认知；其次通过个人访谈法，了解营销团队成员对于公司的意见
与建设；最后结合数据支持来佐证现有团队在激励体系建立方面的薄弱之处与缺
失

这些方式方法，为公司激励建设方案提供佐证。通过物质利益激励、权力赋
予激励、使命赋予激励、决策参与激励、荣誉给予激励、目标感召激励、发展机
会激励、培训延伸激励这八个方面来全面提升激励体系建设，从而真正地提升营
销团队的工作效率

借助浙江逗哈科技杭州分公司的营销团队的案例，一是可以有效地改变现有
的营销团队现状；二是可以为营销团队激励体系建设提供思路；三是作为互联网
初创型公司，也可以为同一类型在初创期的公司提供参考意见；四是可以更好地
证明团队激励体系建设对于营销团队建设的重要性

关键词：营销团队；激励体系；团队建设；工作需求II
Abstract
The construction of incentive system has always been an important way for
enterprises to improve the performance of human resources. It is important for
enterprises to improve the combat effectiveness as a team. As the most important part
for enterprise, the marketing team is responsible for the profits. Therefore, only by
motivating the enthusiasm, improving the efficiency and building a marketing team
with more combat effectiveness, that can bring a good performance in the long run.
Based on current human resources status of marketing team of Hangzhou Branch
of Zhejiang Doohan Technology Co., Ltd and combined the corresponding incentive
system with questionnaire survey, interview, data support and other methods, this
paper carried out a comprehensive diagnosis and analysis to find out problems
existing in the team and provide solutions. The questionnaire focus on elements e.g.
salary and benefit, promotion and development, corporate culture, training and study,
recognition and praise and obtained the marketing team’s perception on company&39;s
existing incentive system. Secondly, through personal interview, that can have a good
understanding of marketing team members&39; opinions and suggestions. Finally, with
data support, the weak points of incentive system can be found out then.
These research methods support the company&39;s incentive construction.The
incentive system can be improved comprehensively through material benefits
incentive, empowerment incentive, mission incentive, decision-making participation
incentive, honor incentive, target inspiration incentive, development opportunity
incentive and training opportunity incentive. Then the work efficiency of the
marketing team can be improved comprehensively.
With the case of Hangzhou Branch of Zhejiang Doohan Technology Co., Ltd.,
firstly, the current situation of marketing team can be changed effectively. Secondly,
ideas can be provided to incentive system construction of marketing team. Thirdly, as
a newly established internet company, it can also provide suggestions for same-type
companies. Fourthly, the importance of incentive system to the construction of
marketing team building can be better proved.
KEYWORDS: marketing team; incentive system; team building; work demandsIII
目 录
摘要..I
Abstract........II
第 1 章 绪论...........1
1.1 选题背景与意义.........1
1.1.1 选题背景...........1
1.1.2 选题意义...........1
1.2 国内外研究现状.........2
1.2.1 关于团队激励的研究...........2
1.2.2 关于营销团队激励的研究..4
1.2.3 国内外研究总结评价5
1.3 研究路径、思路及技术路径..........5
1.3.1 研究思路..........5
1.3.2 研究方法..........5
1.3.3 研究路径..........6
第 2 章 相关概念与理论.8
2.1 团队概况..........8
2.1.1 团队概念..........8
2.1.2 团队理论..........8
2.2 团队激励理论.9
2.2.1 激励定义..........9
2.2.2 内容型激励.....9
2.2.3 过程型激励...11
2.3 动机、行为、态度及心理契约...12
2.3.1 工作动机.......12
2.3.2 工作态度.......12
2.3.3 心理契约.......13
第 3 章 浙江逗哈科技杭州分公司营销团队现状.14
3.1 浙江逗哈科技杭州分公司介绍...14
3.2 浙江逗哈科技杭州分公司行业背景
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