JL Marketing Research Team Incentive Problems

Different from the traditional based on the independent work of individual employees, the work form of the organization and processes in the contemporary corporate are a growing tendency to rely on the work team to carry out. Team work is proved to be the best way for current businesses way to cope with the rapid changes in the competitive environment, and it is accepted and adopted by a growing number of companies around the world. During the different types of team in many enterprises, the marketing team is located at the terminal of the operation of the entire enterprise value chain, where the results of the work provides a power source for the long-term sustainable development, and it directly reflects the core competitiveness of the company.The domestic enterprises praise to explore the team work model much later than the international peers, and especially the small and medium-sized private enterprises process little experience on the study of incentives based on the marketing team. In this context, the idea to explore the purpose and practical significance of incentive problems is proposed in the first section for small and medium-sized private enterprise teams. Furthermore, the general framework of this thesis is outlined. Based on full knowledge and understanding of the team work mode, the current compensation theory, appraisal theory, team theory and incentive theory are summarized in the second section, which provides with a theoretical basis for the later case analysis. During the third section, the marketing team of JL Technology Co., Ltd. is selected as the case analysis object for small to medium-sized private enterprises. Through field research, the status quo of the company’s marketing team and current incentives are described from multiple perspectives, such as the total industry, the overall company, the overall marketing team and the individual member. All the work lays the foundation for the later analysis on the team motivation.The main point of this thesis is detailedly presented in the fourth and the fifth sections. In Section IV, a further deep-seated analysis is provoked on JL corporate marketing team incentive problems. After that, a number of deficiencies are put forward on the team in the top-level design, team authorized, goal setting, evaluation mechanism, members of the career development. In addition, the deep-seated causes of these problems are discussed.Based on the above achievement, in order to solve the above problems, the proposed method is integrated with relevant theories to put forward the idea of incentive to optimize the marketing team in the fifth section. For JL company’s marketing team incentive optimization measures, a detailed strategy is proposed from the perspectives of team’s organizational structure, marketing mechanism, assessment mechanism, pay system and connotation construction. Finally, the viewpoints of this thesis are summarized and some corresponding inadequacies are presented in Section6.