营销团队内聚力的测评及实证研究  

Empirical Examination and Evaluation of Marketing Team Cohesion

作　　者：梁修庆[1] 陈悦棠[1,2] 王佳丽[1] 

机构地区：[1]广西大学商学院,广西南宁530004 [2]北京北大纵横管理咨询有限责任公司,北京100190

出　　处：《技术与创新管理》2012年第5期521-525,共5页Technology and Innovation Management

基　　金：国家社会科学基金项目(10XJY018);广西研究生教育创新计划项目(105931004031)资助

摘　　要：营销团队内聚力(也称为凝聚力)是营销团队诊断的重要内容之一。研究以营销团队作为调查对象,采用专家访谈法和问卷调查法相结合,通过探索性因子分析得出营销团队内聚力包括归属情感、成员聚合力、沟通交流、任务结构、目标一致、激励措施和工作氛围等7个因子,并提炼出社交内聚力和任务内聚力两个维度,归纳得出营销团队内聚力的测评量表。Marketing team cohesion is an important part of marketing team diagnosis. In this study, marketing teams have been taken as the object of the survey, with expert interviews and questionnaires. By exploratory factor analysis, the conclusion has been drawn that the marketing team cohesion includes seven determiners：emotional closeness, aggregation force of members, communication ability, work environment, task structure, unanimous goals and incentives measures. Social cohesion and task cohesion have been extracted.and marketing team cohesion evaluation scales has been concluded.

关 键 词：营销团队 内聚力 实证研究 测评量表 

分 类 号：F270[经济管理—企业管理]