随着社会经济的发展，人才成为影响国家、民族、企业发展的重要因素， 尤其是在激烈的市场竞争环境之下，如何培养人才打造一流营销团队成为影响 企业发展的重要因素。日照 R 茶叶公司是国内一家大型茶叶公司，其主要产品 为日照绿茶，该公司在创立之初就十分重视营销团队的建设，目前公司已经建 立起了企业全面运营团队、海外市场营销团队以及网络市场营销团队，并且取 得了突出的成果。但是随着市场环境的变化，尤其是竞争对手的增加，原有的 营销团队在组织建设以及管理方面已经不能适应新的市场变化。本文主要针对 当前日照 R 茶叶公司营销团队存在的各种问题进行分析，力求通过分析找到应 对策略，为该企业的发展提供坚实的营销团队保障，文章共分五个大的部分展 开研究。 文章第一部分为绪论部分主要介绍了文章的研究背景、研究意义，对国内 外研究现状进行了综合叙述，为全文撰写打下基矗文章第二部分为理论部分 和文献综述，主要为下文研究奠定理论基础，该部分主要分析了团队与营销团 队建设理论、。文章第三部分主要分析了 R 公司在营销团队建设方面的现状以 及具体问题，首先介绍了该公司的基本状况，其次介绍了 R 公司目前营销团队 的建设状况，重点分析了营销团队的建设成果，最后集中分析了该公司在营销 团队建设方面存在的各种问题。文章第四部分主要通过构建营销团队建设影响 因素研究模型，分析哪些因素对 R 公司营销团队建设具有影响，运用实证分析 方法发现影响因素，以其挖掘影响因素，根据研究结果采取针对性的措施。第 五部分是根据实证研究结论并结合公司实际情况提出进一步明确营销团队目 标、加强公司营销团队领导力建设、完善公司人才选拔机制、制定营销团队培 训方案、健全公司营销团队激励机制。以其通过本文的研究促进该企业营销团 队的建设，并为其他国内茶叶企业提供一定的经验借鉴。 关键词：营销团队；激励；对策；团队建设II ABSTRACT With the development of social economy, talents have become an important factor affecting the development of the country, the nation and the enterprise, especially in the fierce market competition environment, how to cultivate talents to build a first-class marketing team has become an important factor affecting the development of the enterprise. Rizhao r tea company is a large tea company in China. Its main product is Rizhao Green Tea. At the beginning of its establishment, the company attached great importance to the construction of marketing team. At present, the company has established a comprehensive operation team, overseas marketing team and online marketing team, and achieved outstanding results. However, with the change of market environment, especially the increase of competitors, the original marketing team has been unable to adapt to the new market changes in organizational construction and management. This paper mainly analyzes the problems existing in the marketing team of Rizhao r tea company, and tries to find the countermeasures through the analysis, so as to provide a solid marketing team guarantee for the development of the enterprise. The article is divided into five parts to carry out the research. The first part is the introduction part, which mainly introduces the research background and significance of the article, and comprehensively describes the research status at home and abroad, which lays the foundation for the writing of the full text. The second part of the article is the theoretical part and literature review, mainly for the following research to lay a theoretical foundation, this part mainly analyzes the team and marketing team building theory. The third part of the article mainly analyzes the current situation and specific problems of R company in the construction of marketing team. Firstly, it introduces the basic situation of R company, secondly, it introduces the current construction situation of R company's marketingIII team, focusing on the analysis of the construction results of marketing team, and finally, it focuses on the analysis of various problems in the construction of marketing team. The fourth part of the article mainly through the construction of marketing team building influencing factors research model, analyzes which factors have an impact on R company's marketing team building, using empirical analysis method to find out the influencing factors, in order to excavate the influencing factors, according to the research results to take targeted measures. The fifth part is based on the empirical research conclusion and combined with the actual situation of the company to further clarify the marketing team objectives, strengthen the construction of the company's marketing team leadership, improve the company's talent selection mechanism, develop marketing team training programs, improve the company's marketing team incentive mechanism. In order to promote the construction of the enterprise's marketing team through the research of this paper, and provide some experience for other domestic tea enterprises.