The following are some opinions: 1. Shaping team culture and establishing team mission and vision are the spiritual source of team cohesion. "Mencius Gongsun Chou" said: "The weather is not as good as the geographical position, and the geographical position is not as good as human harmony"; The Book of Changes said: "Everyone is United, and its profits are broken"; "The Art of War" says: "Those who share the same desire win". The above classic sentences tell us the same truth: the cohesion of the team is the key to the success of the team. A team lacking cohesion and a divided heart will eventually fail. Shaping team culture and establishing team mission and vision are the spiritual source of shaping marketing team cohesion. Jack Welch, former president of General Electric, said: As a leader, the first task is to set a vision and mission for the team and motivate the team to make every effort to realize it. From the perspective of management philosophy, TeamVision is to solve the basic problem of what a team is and what it wants to be, while TeamMission is the strategic orientation and business direction made by the team to realize the team vision, which answers the question of what the team should do. As a marketing team, we must first make clear the core culture of the marketing team: be proactive and never give up! Team vision: to become a market leader; Team mission: actively market and win the market. The wolf culture of Huawei team and the independent team in Li Yunlong are good cases. Team culture should be constantly improved and upgraded in different stages of team development. As a team manager, we should not only pay attention to the daily work, but also consciously establish a culture suitable for our team, so that each team member can clearly define the team mission and actively promote the team vision, thus giving the team a source of cohesion! Second, the team manager is the defender of team cohesion. During the civil war in China, the generalissimo always fell off the chain in key links, and the national armies were divided into "lineal and non-lineal". Because of cronyism, clique and non-clique often don't sell each other's accounts on the battlefield, and finally "the 74th Division was wiped out" and "Gui Jun" was forced to leave the palace. Team leaders are the key figures to maintain team cohesion and combat effectiveness. To shape the cohesion of the marketing team, as a team leader, we need to follow the following rules: 1, and actively maintain good communication with team members. Actively communicate with team members, understand the working and living conditions of team members, understand their reasonable needs in detail and try their best to meet them, so as to create a good and harmonious communication atmosphere. Our managers often lack the initiative to communicate with team members and have deviations in understanding. They always think that employees should take the initiative to respond to their own problems without taking the initiative to communicate. In fact, as a manager, if you spend a little time actively communicating with employees every day, you will often find many problems solved in communication, and the team is always in a high fighting atmosphere. 2. Respect team members and fully trust them. As managers, we should give our team members full trust. Without trust, we can't do our work well. Some of our managers believe in the so-called method of employing people, and the suspicious should use it. We don't criticize anything here. In fact, we sometimes seem to have a reasonable composition from the appearance. In fact, only managers know the bitter fruit. The premise of employing people is to choose the right person and choose the right person! The principle of "employing people with doubts, employing people with doubts" can only show that our managers lack the vision and ability to identify talents and give themselves a reason to be eliminated. 3. Constantly encourage team members, do not compete with members for power and gain, and give full authorization. The uniqueness of marketing team lies in that team members have to bear the pressure of clearer performance indicators of enterprises. We often find that so-called "old slick" will appear in the marketing team. As the leader of the marketing team, we should constantly encourage team members, tap their potential and inspire their fighting spirit. In the face of the struggle for profit, we must remember not to compete with employees for profit, otherwise the team will eventually lose the hearts of the people and will not work with such an unbearable leader. Secondly, in order to fully empower employees, you need to have enough knowledge and understanding of each member's ability and business skills, and give the team members moderate independent working space, thus mobilizing the initiative and enthusiasm of the team. 4. Let the team members feel the joy of growth. In a marketing team, it is necessary for team members to truly experience their own growth and feel the pleasure of a sense of accomplishment in the process of growth, thus shaping the centripetal force and sense of belonging of team members, because if a person does not grow in an organization, there are generally only two choices: one is to muddle along and eventually get out; First, I didn't feel the satisfaction of my needs and finally chose to leave. It is suggested that our managers learn Maslow's hierarchy of needs theory in this respect. It is impossible to build a cohesive team overnight. For every team leader, groping and summarizing, practice testing, establishing a suitable team culture and maintaining good interaction with team members are the basic courses to shape team cohesion.