本文關(guān)鍵詞：基于業(yè)績(jī)提升的H公司主動(dòng)營(yíng)銷專員激勵(lì)方案的優(yōu)化研究　出處：《東南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 家庭購(gòu)物 主動(dòng)營(yíng)銷 激勵(lì)方案

【摘要】：隨著互聯(lián)網(wǎng)及電子商務(wù)的迅速發(fā)展,以傳統(tǒng)媒體為主的家庭購(gòu)物行業(yè)競(jìng)爭(zhēng)日益加劇。在這種情況下,主動(dòng)營(yíng)銷模式開始凸顯其獨(dú)有的優(yōu)勢(shì),成為企業(yè)尤其是家庭購(gòu)物行業(yè)新的業(yè)務(wù)增長(zhǎng)點(diǎn)與發(fā)展制高點(diǎn)。主動(dòng)營(yíng)銷專員在這種背景下開始成為這些企業(yè)提升競(jìng)爭(zhēng)力的關(guān)鍵因素。他們作為電話營(yíng)銷業(yè)務(wù)的一線力量,其職業(yè)素養(yǎng)、業(yè)務(wù)水平以及個(gè)人潛能的發(fā)揮都對(duì)企業(yè)的經(jīng)濟(jì)效益、戰(zhàn)略規(guī)劃和實(shí)施產(chǎn)生著重要影響。在這種背景下,就必須找到有效的方法來(lái)激勵(lì)主動(dòng)營(yíng)銷專員,發(fā)揮他們的工作積極性與潛能,最終達(dá)到員工、企業(yè)的雙贏,這也是當(dāng)前以主動(dòng)營(yíng)銷為重點(diǎn)發(fā)展業(yè)務(wù)的公司最為關(guān)心和迫切解決的問題。本文梳理了國(guó)內(nèi)外相關(guān)激勵(lì)理論、銷售人員激勵(lì)理論、激勵(lì)因素方法理論等,以H公司主動(dòng)營(yíng)銷專員為研究對(duì)象,進(jìn)行了問卷調(diào)查與訪談,收集了大量的真實(shí)數(shù)據(jù)和相關(guān)資料。在此基礎(chǔ)上分析了H公司主動(dòng)營(yíng)銷專員當(dāng)前的激勵(lì)現(xiàn)狀以及存在的一些問題,并且針對(duì)目前的不足對(duì)H公司主動(dòng)營(yíng)銷專員的激勵(lì)方案進(jìn)行了優(yōu)化,目的在于確保主動(dòng)營(yíng)銷專員的高留存率、高活動(dòng)率、高績(jī)效,最終能夠贏得會(huì)員、占領(lǐng)市場(chǎng)、完成業(yè)績(jī)指標(biāo)。本文共分為六個(gè)章節(jié),按照緒論、相關(guān)理論及研究概述、H公司主動(dòng)營(yíng)銷專員現(xiàn)狀及問題分析、激勵(lì)效應(yīng)調(diào)查及成因分析、激勵(lì)方案的優(yōu)化以及總結(jié)與展望的邏輯順序進(jìn)行論述。面對(duì)家庭購(gòu)物、電話營(yíng)銷業(yè)激烈競(jìng)爭(zhēng)的行業(yè)現(xiàn)狀,以主動(dòng)營(yíng)銷為主導(dǎo)的業(yè)務(wù)主體,必須意識(shí)到：主動(dòng)營(yíng)銷專員的業(yè)務(wù)能力、工作素養(yǎng)、忠誠(chéng)度等已經(jīng)成為企業(yè)的核心競(jìng)爭(zhēng)力,對(duì)于主動(dòng)營(yíng)銷專員的激勵(lì)策略也會(huì)極大的影響公司的業(yè)績(jī)以及發(fā)展戰(zhàn)略。因此針對(duì)當(dāng)前H公司主動(dòng)營(yíng)銷部激勵(lì)方案中存在的不足,建議可以從以下方面入手：完善績(jī)效考核體系、優(yōu)化薪酬管理體系、豐富晉升以及職業(yè)生涯管理、完善培訓(xùn)激勵(lì)計(jì)劃、增加精神激勵(lì)的設(shè)計(jì)、相關(guān)負(fù)激勵(lì)的優(yōu)化等。通過多角度共同努力,培養(yǎng)員工對(duì)公司的忠誠(chéng)度,降低員工流失率；提高員工的工作積極性,實(shí)現(xiàn)高活動(dòng)率；挖掘員工潛力與創(chuàng)造力,有效提升企業(yè)效益,增強(qiáng)企業(yè)競(jìng)爭(zhēng)力。希望該研究能夠?yàn)镠公司主動(dòng)營(yíng)銷部實(shí)現(xiàn)業(yè)績(jī)的提升,員工與組織的雙贏提供參考,同時(shí)也希望為行業(yè)內(nèi)相關(guān)公司的發(fā)展提供借鑒。
[Abstract]:With the rapid development of Internet and e-commerce, the competition of home shopping industry, which is based on traditional media, is becoming increasingly fierce. In this case, the active marketing model begins to highlight its unique advantages. It has become the new growth point and development commanding point for enterprises, especially in the family shopping industry. In this context, active marketing professionals have become the key factors for these enterprises to enhance their competitiveness. They are regarded as a key factor in the telephone marketing business. Line power. Its professional accomplishment, professional level and personal potential play an important role in the economic benefits, strategic planning and implementation of the enterprise. In this context. Must find the effective method to encourage the active marketing specialist, displays their work enthusiasm and the potential, finally achieves the employee, the enterprise win-win. This is also the focus of active marketing business development companies are most concerned about and urgent solutions. This paper combed the domestic and foreign related incentive theory, sales incentive theory, incentive factor theory and so on. Taking the active marketing specialist of H Company as the research object, a questionnaire survey and an interview were conducted. Collected a large number of real data and related information. On this basis, we analyze the current incentive situation and some problems of the active marketing specialist in H Company. And aimed at the current shortcomings of H company active marketing specialist incentive program optimization, the purpose is to ensure that the active marketing specialist high retention rate, high activity rate, high performance, and ultimately win members. This article is divided into six chapters, according to the introduction, related theory and research overview of the current situation and problem analysis, incentive effect investigation and cause analysis. The optimization of incentive scheme and the logical sequence of summary and prospect are discussed. In the face of family shopping, the current situation of the fierce competition in the telephone marketing industry, the active marketing as the leading business body. Must realize: the active marketing specialist's business ability, the work accomplishment, the loyalty and so on has become the enterprise's core competitive power. The incentive strategy of the active marketing specialist will also greatly affect the performance and development strategy of the company. Therefore, there are some shortcomings in the incentive plan of the active marketing department of company H at present. Suggestions can be made from the following aspects: improve the performance appraisal system, optimize the salary management system, enrich the promotion and career management, improve the training incentive plan, increase the design of spiritual incentive. Optimization of related negative incentives. Through multi-angle joint efforts to cultivate employee loyalty to the company, reduce staff turnover rate; Improve the enthusiasm of employees to achieve high activity rate; It is hoped that this research can provide a reference for H Company to achieve the promotion of the performance of the active marketing department and the win-win situation between the employee and the organization. At the same time, we also hope to provide reference for the development of related companies in the industry.
【學(xué)位授予單位】：東南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F272.92;F274

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本文編號(hào)：1385738