【正文】 a firstclass team of professional training . This paper focus on the improvement of team building which will promote the enterprise’s scientific development. Here, we will use the marketing team building of Zhengzhou Home World Building Materials Supermarket as the sample, to study the key issues and effective countermeasures of marketing team building. First , this paper is based on the necessity and importance of the marketing team building, clearly illustrates the changes of market environment is a main cause that enterprise use team form since the beginning of the new century , and is also an inevitable requirement of transfer of the enterprise petitive strategic in the 21st century . Secondly, it analyzed the meaning of a marketing team and basic marketing management, and knew the ponents of team: team goal, people, team39。接著根據(jù)我國 企業(yè) 營銷團(tuán)隊(duì) 建設(shè) 的現(xiàn)狀，并從 鄭州家世界建材超市營銷團(tuán)隊(duì)的建設(shè) 中，總結(jié)出了團(tuán)隊(duì)建設(shè)現(xiàn)存的問題，比如職責(zé)劃分不清、領(lǐng)導(dǎo)力不強(qiáng)、團(tuán)隊(duì)文化建設(shè)乏力等。 本文首先從營銷團(tuán)隊(duì)建設(shè)的必要性和重要性出發(fā)，清楚地道出了 進(jìn)入新世紀(jì)以來，市場(chǎng)環(huán)境的新變化是企業(yè)組織普遍采用團(tuán)隊(duì)形式的主要?jiǎng)右?，也?21世紀(jì)企業(yè)競爭戰(zhàn)略重點(diǎn)轉(zhuǎn)移的必然要求。營銷團(tuán)隊(duì)建設(shè)，是實(shí)現(xiàn)企業(yè)管理科學(xué)化、普及團(tuán)隊(duì)文化 和提高員工素質(zhì)的一個(gè)重要手段，也是企業(yè)營銷團(tuán)隊(duì)進(jìn)一步提高工作效率、推動(dòng)企業(yè)營銷員工教育、培養(yǎng)和打造一流專業(yè)營銷隊(duì)伍的重要途徑和手段。 不保密□。本人授權(quán)華中科技大學(xué)可以將本學(xué)位論文的全部或部分內(nèi)容編入有關(guān)數(shù)據(jù)庫進(jìn)行檢索，可以采用影印、縮印或掃描等復(fù)制手段保存和匯編本學(xué)位論文。本人完全意識(shí)到本聲明的法律結(jié)果由本人承擔(dān)。盡我所知，除文中已經(jīng)標(biāo)明引用的內(nèi)容外，本論文不包含任何其他個(gè)人或集體已經(jīng)發(fā)表或撰寫過的研究成果。分類號(hào) 學(xué)號(hào) 2022863000026 學(xué)校代碼 10487 密級(jí) 碩士學(xué)位論文 鄭州家世界建材超市營銷團(tuán)隊(duì)建設(shè) 學(xué)位申請(qǐng)人 ： 孫亞洲 學(xué)科專業(yè) ： 管理科學(xué)與工程 指導(dǎo)教師 ： 吳兆龍 副 教授 答辯日期 ： A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Management Science and Engineering The Marketing Team Building of Zhengzhou Home World Building Materials Supermarket Candidate : Sun Yazhou Major : Management Science and Engineering Supervisor : Associate Prof. Wu Zhaolong Huazhong University of Science amp。 Technology Wuhan 430074, April, 2022 獨(dú)創(chuàng)性聲明 本人聲明所呈交的學(xué)位論文是我個(gè)人在導(dǎo)師指導(dǎo)下進(jìn)行的研究工作及取得的研究成果。對(duì)本文的研究做出貢獻(xiàn)的個(gè)人和集體，均已在文中以明確方式標(biāo)明。 學(xué)位論文作者簽名： 日期： 年 月 日 學(xué)位論文版權(quán)使用授權(quán)書 本學(xué)位論文作者完全了解學(xué)校有關(guān)保留、使用學(xué)位論文的規(guī)定，即：學(xué)校有權(quán)保留并向國家有關(guān)部門或機(jī)構(gòu)送交論文的復(fù)印件和電子版，允許論文被 查閱和借閱。 保密□， 在 年解密后適用本授權(quán)書。 （請(qǐng)?jiān)谝陨戏娇騼?nèi)打“ √ ”） 學(xué)位論文作者簽名： 指導(dǎo)教師簽名： 日期： 年 月 日 日期： 年 月 日 本論文屬于 I 摘 要 營銷團(tuán)隊(duì)的建設(shè)和管理是最基礎(chǔ)的業(yè)務(wù)管理，是決定企業(yè)營銷成效好壞的關(guān)鍵性因素。本文以團(tuán)隊(duì)建設(shè)的發(fā)展將促進(jìn)流通企業(yè)的科學(xué)發(fā)展為切入點(diǎn)，以鄭州家世界家居建材超市營銷團(tuán)隊(duì)建設(shè)為研究樣本，探討流通企業(yè)營銷團(tuán)隊(duì)建設(shè)的主要問題與有效對(duì)策。 再分析了營銷團(tuán)隊(duì)的內(nèi)涵，基礎(chǔ)營銷管理等，知曉了團(tuán)隊(duì)的構(gòu)成要素 為：目標(biāo)、人、團(tuán)隊(duì)的定位、權(quán)限與計(jì)劃，并根據(jù)團(tuán)隊(duì)存在的目的和擁有自主權(quán)的大小可將團(tuán)隊(duì)分成三種類型：問題解決型團(tuán)隊(duì)、自我管理型的團(tuán)隊(duì)和多功能型團(tuán)隊(duì)，明確營銷團(tuán)隊(duì)建設(shè)是當(dāng)今流通企業(yè)科學(xué)發(fā)展的必然趨勢(shì)。 最后，結(jié)合 鄭州家世界建材超市營銷團(tuán)隊(duì)的建設(shè) 實(shí)際情況，借鑒國內(nèi)外先進(jìn)的團(tuán)隊(duì)建設(shè)理念和經(jīng)驗(yàn)，重點(diǎn)從建立明確的團(tuán)隊(duì)目標(biāo)、制訂統(tǒng)一的高績效團(tuán)隊(duì)制度保障、加大團(tuán)隊(duì)的領(lǐng)導(dǎo)力 建設(shè)、構(gòu)建具有強(qiáng)大創(chuàng)新力和凝聚力的團(tuán)隊(duì)文化、建立完善的員工培訓(xùn)體系、構(gòu)建營銷團(tuán)隊(duì)建設(shè)的評(píng)估機(jī)制等多個(gè)角度提出了完善 鄭州家世界建材超市營銷團(tuán)隊(duì)建設(shè) 的具體措施，以此促進(jìn) 流通企業(yè)營銷團(tuán)隊(duì)的建設(shè) 水平的整體提高。s position, the authority and plans. Team can be divided into three types according to the purpose of team existence and ownership of the team: the problemsolving team。s circulation enterprises’ scientific development. At the last, according to the current status of our marketing team and marketing team of Zhengzhou Home World building materials supermarket, the paper concluded the existing problems in team building, such as faint separation of duties, not strong leadership and absence of culture of team building. Finally, this text bined the fact of the marketing team building of Zhengzhou Home World building materials supermarket, learned from advanced foreign experience and ideas. It focused on the establishing of definitude team’s goal, formulating a III unified system to protect the highperformance team, intensifying capacity of leadership of team, establishing team’s culture with strong innovation and agglomeration, building a perfect system for training staff, Constructing of the appraisable mechanism of marketing team. From many points of view, the paper put forward definite measures for the improvement of the marketing team building of Zhengzhou Home World building materials supermarket to accelerate the building of circulation marketing team as a whole to a higher level. Key words: Team Marketing team building Marketing Team management IV 目 錄 摘 要 ............................................................................................................... I Abstract ........................................................................................................... II 序 言 ............................................................................................................ (1) 1 緒論 本研究的源由與背景 .......................................................................... (2) 營銷團(tuán)隊(duì)建設(shè)的必要性和重要性 ...................................................... (3) 2 營銷管理理論概述 基礎(chǔ)營銷 ............................................................................................... (5) 營銷團(tuán)隊(duì)概念 ...................................................................................... (8) 3 鄭州家世界建材超市營銷團(tuán)隊(duì)建設(shè)的現(xiàn)狀 我國企業(yè)營銷團(tuán)隊(duì)建設(shè)的現(xiàn)狀 ........................................................ (14) 鄭州家世界建材超市營銷團(tuán)隊(duì)建設(shè)的現(xiàn)狀 .................................... (17) 4 我國企業(yè) 營銷團(tuán)隊(duì)建設(shè)存在的問題 職責(zé)劃分不清 .................................................................................... (20) 領(lǐng)導(dǎo)力不強(qiáng) ......................................................................................... (21) 團(tuán)隊(duì)文化建設(shè)乏力 ............................................................................ (22) 人員素質(zhì)有待提高 ............................................................................ (25) 5 對(duì)策與建議 建立明確的團(tuán)隊(duì)目標(biāo) ........................................................................ (27) 制訂統(tǒng)一的高績效團(tuán)隊(duì)制度保障 .................................................... (29) 加大團(tuán)隊(duì)的領(lǐng)導(dǎo)力建設(shè) .................................................................... (34) 構(gòu)建具有強(qiáng)大創(chuàng)新力和凝聚力的團(tuán)隊(duì)文化 ............................