在科学技术迅猛发展的今天，尤其是复杂的企业环境，团队建设对企业发展和 企业管理非常重要。如何提高团队建设的科学性和时效性，既是对理论工作者提出 的一个重要课题，又是企业保持发展的关键。企业要想在激烈的市场竞争中生存和 发展，必须发挥团队的力量，通过团队制定发展目标，充分利用相关资源，加强团 队的运行能力和应变能力，提升企业的管理水平和经营业绩。 本文主要讨论营销团队建设，营销团队对企业效益实现起到重要的保障作用。 营销部门作为企业的重要部门，是保险行业在激烈市场竞争中立足的的重要保证， 加强营销团队建设，要加强团队整体协调能力，打造一支富有战斗力和团队精神的 企业，加强团队建设是企业发展的源泉动力，能够增强企业的经济实力，团队管理 和团队建设做的好，会提升企业的竞争力，有利于企业的可持续发展和经济效益的 显著提升。 本文首先以团队建设和企业管理理论为指导，以YY公司为选题对象，通过案 例描述找出问题，围绕问题展开分析，并找出解决方案思路展开。本文首先通过对 YY公司团队建设问题情况的调研，基本了解公司团队建设方面的信息，然后对人力 资源的相关概念进行阐述，简要介绍人力资源管理的相关理论，主要介绍了需求层 次理论、团队建设理论和职业生涯管理理论，结合国内外学者专家的一些理论成果， 通过深入剖析，找出YY公司团队建设方面存在的问题，YY公司团队建设方面主要 存在五个方面的问题：团队成员缺乏强烈的责任意识、团队成员沟通意识及合作意 识不足、团队成员缺乏自身价值实现内驱力、团队成员对团队缺乏归属感、团队成 员工作效率偏低，形成这些问题的原因有四个方面：缺乏良好的企业文化环境、团 队建设理念未深入人心、团队共同目标不明确，团队工作缺乏激励机制。通过思考 并探索YY公司在新形势下如何健全人员管理机制和加强团队建设方面的有效性。 本文立足于YY公司现状，通过对YY公司团队建设进行研究和分析，提出对策建议 进一步完善企业的人员管理机制。通过分析得出四方面建议：一是建设现代团队核 心管理理念，二是加强团队文化建设，三是建立多样化的团队激励，四是完善团队 建设考核机制。 II 最后本文认为加强团队建设首先要明确团队目标，有自己特色的团队文化，完 善相关的团队激励措施，帮助员工做好职业生涯筹划等，通过团队建设理念的完善， 推动企业向长远发展，同时为其他企业建设高效团队提供一些参考意见。 关键词： 营销团队 团队建设 企业文化 激励 III ABSTRACT Nowadays, with the rapid development of science and technology, especially in the complex enterprise environment, team building has become crucial to enterprise development and management. How to improve the scientificity and timeliness of team building is not only an important topic for theoretical workers, but also the key to keep the development of enterprises. Enterprises who want to survive and develop in the fierce competition must use the power of the team by formulating development goals, making full use of resources, strengthening capacity of operation and resilience.So that they can improve management level and performance. This paper aims to discusses the construction of marketing team which plays an important role in guaranteeing enterprise benefit, especially in the insurance industry. To strengthen marketing team building, it is necessary to improve the overall coordination ability and productivity. Team building is the source power of enterprise development and can enhance the economic strength of enterprise. Good team management and team building will enhance the competitiveness of enterprises, which is conducive to the sustainable development and significant improvement of economic benefits. Guided by the theories of team building and enterprise management, this paper takes YY company as the object of the study which trying to find out effective solutions through case description and analysis. First of all, through the investigation and research on the team-building state of YY company, a basic understanding has been set up. After elaborating the related concepts and theories of human resource and in-depth analyzing problems of team buiding in YY company by combining with the theoretical achievements of domestic and foreign scholars and experts, the paper explores ways of improving personnel management mechanism and enhancing the effectiveness of team building in the new situation. Based on the current situation of YY, this paper studies proposes countermeasures and suggestions to further improve the personnel management mechanism of the company. At last, this paper indicates that it is necessary to strengthen team building through assigning specific goals, establishing distinctive team culture, improving relevant IV incentive measures, and helping employees about their career paths. Through the improvement of the team-building concept, the enterprise will get further development . Key Words: Marketing team Team building Enterprise culture Motivation V 目 录 摘要 ............................................................................................................................ I ABSTRACT ................................................................................................................... III 绪论 ............................................................................................................................ 1 0.1 研究背景及意义........................................................................................... 1 0.1.1 研究背景............................................................................................. 1 0.1.2 研究意义............................................................................................. 1 0.2 研究内容及方法........................................................................................... 2 0.2.1 研究内容............................................................................................. 2 0.2.2 研究方法............................................................................................. 3 1 案例描述 ............................................................................................................... 4 1.1 YY公司概况及营销团队建设现状 .............................................................. 4 1.3 YY公司团队建设调查问卷 ......................................................................... 8 2 案例分析 ............................................................................................................. 10 2.1 理论基础 .................................................................................................... 10 2.1.1 需求层次理论 ................................................................................... 10 2.1.2 团队建设理论 ................................................................................... 10 2.1.3 职业生涯管理理论............................................................................ 11 2.1.4 4Cs理论 ........................................................................................... 12 2.2 YY公司营销团队建设中存在的问题 ........................................................ 13 2.2.1 团队成员责任意识、沟通意识及合作意识不足............................... 13 2.2.2 团队管理制度有待完善 .................................................................... 14 2.2.3 团队成员缺乏自身价值实现内驱力 ................................................. 14 2.2.4 团队成员对团队缺乏归属感............................................................. 15 2.3 原因分析 .................................................................................................... 16 2.3.1 缺乏良好的企业文化环境 ................................................................ 16 VI 2.3.2 团队建设理念未深入人心 ................................................................ 17 2.3.3 团队共同目标不明确 ........................................................................ 18 2.3.4 团队工作缺乏相关制度保障............................................................. 18 3 对策建议 ............................................................................................................. 20 3.1 建设现代团队核心管理理念 ...................................................................... 20 3.1.1 加强学习型团队建设 ........................................................................ 20 3.1.2 通过“互联网+”做好团队建设 ........................................................... 21 3.1.3 确定优秀的团队领导者 ..