随着经济一体化进程加快，企业面临着更加严峻的竞争形势。KX公司所在的通信 技术领域更随着互联网时代的到来面对更加严峻的市场份额的角逐和较量。市场份额的 扩大主要源于产品向销量的转化，而这一转化就需要依靠公司的营销团队来实现。营销 团队在企业中的特殊位置决定了其激励模式的独特性，对营销人员的激励不仅仅在于其 个体，更要以培养团队整体的积极性和凝聚力为目标。KX公司目前处于规模扩张的发 展阶段，以往对营销团队的激励方式已经不适应目前发展和激励的需要。目前团队已经 出现的主要问题在于：①员工进取意识薄弱；②淘汰率低，营销人员产生精神懈怠，实 质贡献少；③忽视新产品和新市场的开拓；④团队意识薄弱，缺乏全局观。因此本文以 KX公司为研究对象，在结合KX公司实际情况的基础上，希望能够探索适宜于公司营 销团队的激励机制，从而将此激励机制与团队的实际情况相结合，从而能够有效激励整 个团队同时注重个体的成长，推动公司长久的可持续发展。 本文在研究以往文献的基础上结合KX公司的实际情况，对公司营销团队的基本情 况和激励情况进行细致的描述和分析，同时采用访谈法了解到营销团队目前存在的主要 问题以及与公司发展规划相悖之处。一方面通过分析问题产生的原因进行解决方案的阐 述。另一方面根据解决方案以促进团队和个人的积极性对营销团队的激励机制进行优化 设计。同时提出激励机制实施的保障措施，为KX公司营销团队激励机制的执行提供保 障。该机制旨在发挥营销团队成员个人的积极性和创造性，做出实质性的贡献。从而推 动团队整体的发展壮大，为团队注入新的生机和活力，进而推动公司战略达成和可持续 发展。 关键词：营销团队；激励机制；人力资源；价值贡献 II ABSTRACT With the advent of economic integration, enterprises are facing a more severe competitive situation.KX company is located in the field of communication technology with the arrival of the Internet era facing more severe competition and competition in market share.The expansion of market share mainly comes from the transformation of products to sales volume, which needs to be realized by the company's marketing team.Marketing team in the special position of enterprise determines its uniqueness, incentive mode of individual incentive is not just about the marketing personnel, more to foster team motivation and cohesion as a whole, the goal.At present, KX company is in the development stage of scale expansion, and the previous incentive methods for the marketing team have not been adapted to the current development and incentive needs.Currently, the main problems of the team are:Parliamentary elimination rate is low, marketers produce less mental slack and make less substantial contributions.Press ignored new products and new markets.Weak sense of teamwork and lack of overall perspective.So this paper takes KX company as the research object, on the basis of in combination with the practical situation of KX company, hope to be able to explore suitable for the company's marketing team incentive mechanism, thus the incentive mechanism and combining the actual situation of the team, which can effectively inspire the whole team at the same time pay attention to the growth of the individual, to promote the sustainable development of the company for a long time. In this paper, on the basis of the research literature combined with the actual situation of KX company, basic situation about the company's marketing team and a detailed description and analysis of incentive conditions, at the same time USES the interview method to understand the marketing team at present the main problems and conflicts with the company development plan.On the one hand through the analysis of the cause of the problem to explain the solution.On the other hand, the incentive mechanism of the marketing team is optimized according to the solution to promote the enthusiasm of the team and individuals.At the same time, it puts forward the guarantee measures for the implementation of the incentive mechanism, which provides the guarantee for the implementation of the incentive mechanism of the marketing team of KX company.The mechanism is designed to play to the marketing III team members enthusiasm and creativity of the individual, so as to promote the development of the team as a whole, inject new vigor and vitality for the team, to promote a company strategy and sustainable development. Key words: Marketing team; Incentive mechanism; Human resources; Value contribution IV 目 录 摘要 ........................................................................................................................................... I ABSTRACT ............................................................................................................................. II 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景和意义 ............................................................................................................. 1 1.1.1 研究背景 ................................................................................................................... 1 1.1.2 研究意义 ................................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 3 1.2.1 激励的内涵 ............................................................................................................... 3 1.2.2 激励的相关理论 ....................................................................................................... 3 1.2.3 国内外激励机制的研究现状 ................................................................................... 7 1.2.4 文献述评 ................................................................................................................... 9 1.3 研究内容与方法 ........................................................................................................... 10 1.3.1 研究内容 ................................................................................................................. 10 1.3.2 研究方法 ................................................................................................................. 10 1.4 研究过程及技术路线 ................................................................................................... 11 第二章 KX公司营销团队激励现状和问题分析 ................................................................. 13 2.1 KX公司简介 .................................................................................................................. 13 2.1.1 公司介绍 ................................................................................................................. 13 2.1.2 公司发展历程 ......................................................................................................... 13 2.2 KX公司组织结构和营销团队概况 .............................................................................. 15 2.2.1 KX公司及营销团队的组织架构 ........................................................................... 15 2.2.2 KX公司营销团队成员概况 ................................................................................... 16 2.3 KX公司营销团队激励现状 .......................................................................................... 17 2.3.1营销团队薪酬福利情况 .......................................................................................... 18 2.3.2营销团队成员的培训和发展情况 .......................................................................... 18 2.3.3访谈结果分析 .......................................................................................................... 19 2.4 营销团队激励机制存在的主要问题 ........................................................................... 20 2.4.1 薪酬激励结构简单 ................................................................................................. 20 2.4.2 绩效考核欠缺公平 ................................................................................................. 21 V 2.4.3 非物质奖励较少 ............................................................................................