本文關(guān)鍵詞： 銷售人員 人員需求 激勵(lì)機(jī)制 績效評價(jià)　出處：《蘭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：在市場環(huán)境復(fù)雜多變、商業(yè)競爭日趨激烈的今天,能否有效地將銷售人員緊緊團(tuán)結(jié)在公司銷售目標(biāo)周圍,通過銷售人員的踐行達(dá)成公司的目標(biāo),是企業(yè)成敗的至關(guān)因素。銷售人員為企業(yè)創(chuàng)造業(yè)績和利潤,是企業(yè)得以持續(xù)發(fā)展的重要保證。因此,如何科學(xué)制定激勵(lì)體系,穩(wěn)定銷售隊(duì)伍,留住優(yōu)秀銷售人員,激發(fā)銷售隊(duì)伍的積極性,是很多企業(yè)和經(jīng)營者非常重視的問題。本文從研究激勵(lì)的過程和機(jī)理出發(fā),結(jié)合涂料銷售人員的特性和需求,根據(jù)經(jīng)典激勵(lì)理論,系統(tǒng)地闡述了公司激勵(lì)體系的設(shè)計(jì)原則,構(gòu)成要素和流程,并對現(xiàn)有的激勵(lì)體系進(jìn)行研究和調(diào)整,以便更好的激勵(lì)銷售隊(duì)伍的工作熱情。 本文首先簡明扼要地闡述了馬斯洛層次需求等經(jīng)典激勵(lì)理論和銷售人員激勵(lì)的主要方法,為阿克蘇諾貝爾太古漆油(廣州)公司的激勵(lì)調(diào)整提供理論支持。接著介紹了公司的基本概況,通過問卷調(diào)查對銷售人員的需求特征進(jìn)行分析,從銷售人員角度對公司現(xiàn)行的薪酬機(jī)制、晉升機(jī)制、績效考核和培訓(xùn)發(fā)展方面進(jìn)行分析和總結(jié)。然后在激勵(lì)現(xiàn)狀和存在問題的背景下,根據(jù)相關(guān)激勵(lì)理論,對銷售目標(biāo)管理、考核評估、薪酬福利、職業(yè)發(fā)展、學(xué)習(xí)培訓(xùn)及企業(yè)文化建設(shè)六個(gè)方面提出了相應(yīng)的改進(jìn)措施。最后,對上述措施的具體執(zhí)行提供保障建議,為方案落實(shí)保駕護(hù)航。 本文認(rèn)為銷售人員是涂料企業(yè)的核心部件,他們起著承上啟下的功能,是消費(fèi)者和公司產(chǎn)品之間的橋梁,但他們的環(huán)境和待遇并不為大家所重視。提高銷售人員的激勵(lì),有利于刺激他們工作的熱情和積極性,從而為公司獲取更多的市場份額和利潤。筆者通過理論與實(shí)踐相結(jié)合,對阿克蘇諾貝爾太古漆油(廣州)有限公司的激勵(lì)措施提出銷售目標(biāo)SMART管理、建立公平公正的考核評估、薪酬激勵(lì)優(yōu)化、多渠道多層次職業(yè)發(fā)展和建立以人為本的企業(yè)文化。這些措施具有較強(qiáng)的實(shí)際意義,能很好地激發(fā)員工主動(dòng)性、創(chuàng)造性,增強(qiáng)公司的營銷實(shí)力,為公司持續(xù)發(fā)展做出積極貢獻(xiàn)。
[Abstract]:In the complex and changeable market environment and increasingly fierce business competition, can we effectively unite the sales staff around the company's sales target, and achieve the company's goal through the practice of the sales staff. Sales personnel for the enterprise to create performance and profits is an important guarantee for sustainable development of enterprises. Therefore, how to establish a scientific incentive system to stabilize the sales force. Many enterprises and managers attach great importance to retaining excellent sales personnel and arousing the enthusiasm of sales team. This paper starts from the study of the process and mechanism of incentive combined with the characteristics and needs of paint salespeople. According to the classical incentive theory, this paper systematically expounds the design principle, constituent elements and process of the incentive system of the company, and studies and adjusts the existing incentive system in order to encourage the work enthusiasm of the sales team better. In this paper, the classical incentive theory such as Maslow's hierarchy demand and the main methods of salespeople's motivation are briefly and succinctly described in this paper. It provides theoretical support for the incentive adjustment of Akzo Nobel Swire paint Company (Guangzhou). Then it introduces the basic situation of the company and analyzes the demand characteristics of sales personnel by questionnaire. This paper analyzes and summarizes the current compensation mechanism, promotion mechanism, performance appraisal and training development of the company from the perspective of sales personnel. Then in the context of incentive status and existing problems, according to the relevant incentive theory. To sales target management, assessment, salary and welfare, career development, learning and training and corporate culture construction six aspects of the corresponding improvement measures. Finally, the implementation of the above measures to provide protection recommendations. Escort for the implementation of the program. This paper believes that sales personnel are the core components of paint enterprises, they play a connecting function, is a bridge between consumers and company products. However, their environment and treatment are not taken seriously. Increasing the incentive of sales personnel is conducive to stimulate their enthusiasm and enthusiasm. In order to obtain more market share and profit for the company. Through the combination of theory and practice, the author puts forward the sales target SMART management to the incentive measures of Akzo Nobel Swire Oil (Guangzhou) Co., Ltd. These measures have strong practical significance and can stimulate employees' initiative well, such as establishing fair and just assessment, salary incentive optimization, multi-channel and multi-level career development and establishing people-oriented enterprise culture. Creative, enhance the company's marketing strength, for the company to make a positive contribution to sustainable development.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272.92;F426.72

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