Research On Management Mechanism And Performance Evaluating Of Cross-corporation Marketing Team

Cross- corporation marketing team is the results of marketing alliance between modern enterprises. With more and more close relationships between companies, many companies begin to develop marketing alliance with others to get a "win-win" situation. Though there are abundance of theories about team management and marketing management, few refer to the management of Cross- corporation marketing team, we can only find some in the theories of marketing alliance management and teams of enterprise management, so the author want to discuss about mechanism of Cross-corporation marketing team at the base of the theories be mentioned above.The objective of this study is to find out a set of management mechanism for the Cross- corporation marketing team. Firstly, the author want to find the relation between marketing alliance and Cross-corporation marketing team, Cross-corporation marketing team is the practical operation organization of the marketing alliance. Then the author gives the definition for the Cross- corporation marketing team: consisted by the manufacturer and its backward dealers and distributors. Because of different organization, culture background and values, Cross-corporation marketing team faces the problems of coordination of culture, communication and incentive, the solution of these problems will make the management of it successful.This dissertation divides the management mechanism for the Cross- corporation marketing team into three parts: the coordination of culture mechanism, the communication mechanism and the incentive mechanism. Among them, the coordination of culture is the precondition of the management. By establishing the common values, trust and cooperation concepts, the team will get a steady and open culture through the process of culture cognize, culture strengthen and stabilization.The communication mechanism is the important content of the team management. To build a smooth information flew, the author first analyzes the factors that can influence the communication of the team, then introduce the framework of bidirectional communication by combination of the real and virtual communication means.As for the incentive mechanism, the author first analyzes the importance of team incentive, then introduces the principle and process for team incentive. At last, the author illustrates the incentive mode of DaXian electron, which has brought an effective effect in practice.Performance evaluating can provide the feedback of team management, by pointing out which the team has done very well and which has to be improved in the future. In this dissertation, the author uses the BSC (the Balanced Score Card) to measure the team performance from the following aspects: finance, customer satisfaction, market growing and team management. By these four aspects, we can get the exact effect of the team management.This article attempts to apply the new angle to the cross- corporation marketing team and offer great good reference for setting up such teams in practice.