XG公司銷售人員激勵措施優(yōu)化設(shè)計
發(fā)布時間：2018-07-28 18:07
【摘要】：信息技術(shù)的迅猛發(fā)展使得企業(yè)經(jīng)營環(huán)境的不確定性明顯增強(qiáng)，銷售人員在滿足消費(fèi)者需求、實現(xiàn)產(chǎn)品價值等方面的作用不斷提升。在激烈的市場競爭面前，企業(yè)競爭優(yōu)勢構(gòu)建在于形成吸引和保留客戶的能力。當(dāng)前，絕大多數(shù)生產(chǎn)制造企業(yè)需要依靠銷售人員來實現(xiàn)業(yè)績指標(biāo)和戰(zhàn)略目標(biāo)，作為消費(fèi)者與企業(yè)溝通橋梁的銷售人員自然就成為了決定企業(yè)能否持續(xù)、健康成長的關(guān)鍵。因此，能否擁有一支駕馭市場、積極主動的銷售人員隊伍，最大程度激發(fā)其工作潛能，成為了企業(yè)人力資源管理工作的一項重要挑戰(zhàn)。 本文在文獻(xiàn)研究的基礎(chǔ)上，運(yùn)用內(nèi)容型理論、過程型激勵理論及行為矯正理論的基本原理，首先分析了行業(yè)銷售人員的內(nèi)涵、職業(yè)特點(diǎn)，明確了全文研究的主要內(nèi)容和思路；其次，從薪酬、福利、績效考核及職業(yè)生涯管理四個方面介紹了XG公司當(dāng)前針對銷售人員所采取的激勵措施，為了進(jìn)一步了解這些措施的效果特別是存在的問題，特設(shè)計了針對銷售人員激勵措施調(diào)研問卷，，并根據(jù)調(diào)研問卷的結(jié)果發(fā)現(xiàn)了該公司存在著銷售人員薪酬福利激勵缺乏吸引力、激勵手段較為單一、激勵方案缺乏層次性及激勵機(jī)制缺乏長期效應(yīng)等問題；然后，文章分析了這些問題產(chǎn)生的原因，并對XG公司銷售人員激勵措施方案進(jìn)行優(yōu)化設(shè)計，具體包括以固定工資加績效工資為主的直接薪酬激勵，以固定福利項目加自助福利項目為主的間接薪酬激勵，銷售人員職業(yè)生涯發(fā)展激勵、培訓(xùn)激勵以及榮譽(yù)、參與激勵；最后，為確保XG公司銷售人員激勵方案的順利實施，文章提出了績效考核、管理制度、領(lǐng)導(dǎo)團(tuán)隊和企業(yè)文化四個方面的保障措施。 銷售人員的激勵歷來是企業(yè)人力資源管理的一項重要工作，也是企業(yè)營銷管理所面臨的重要課題。本文通過對XG公司銷售人員激勵方案的優(yōu)化設(shè)計，旨在提升營銷人員的工作積極性和創(chuàng)造性，從而有助于市場份額的穩(wěn)步提高，最終實現(xiàn)其戰(zhàn)略目標(biāo)。此外，由于XG公司在銷售人員激勵方面存在的問題具有一定的代表性，因此本文的研究成果也可能為其他同行業(yè)企業(yè)提供一定的參考，幫助其更好地開展銷售人員激勵工作。
[Abstract]:With the rapid development of information technology, the uncertainty of business environment is obviously enhanced, and the role of sales personnel in meeting the needs of consumers and realizing the value of products is constantly improved. In the face of fierce market competition, the competitive advantage of enterprises is to form the ability to attract and retain customers. At present, most manufacturing enterprises need to rely on sales personnel to achieve performance indicators and strategic objectives. As a bridge between consumers and enterprises, sales personnel naturally become the key to the sustainable and healthy growth of enterprises. Therefore, it is an important challenge for enterprise human resources management to have a team of active salesmen to control the market and stimulate their working potential to the greatest extent. On the basis of literature research, this paper applies the basic principles of content-based theory, process-based motivation theory and behavior correction theory. Firstly, it analyzes the connotation and professional characteristics of the salespeople in the industry, and clarifies the main contents and ideas of the full-text research. Secondly, from four aspects of compensation, welfare, performance appraisal and career management, the paper introduces the incentive measures that XG currently takes for sales personnel, in order to further understand the effects of these measures, especially the existing problems. According to the results of the questionnaire, it is found that there is a lack of attraction of compensation and welfare incentives for salespeople in the company, and the incentive means are relatively simple. Then, the paper analyzes the causes of these problems, and optimizes the design of incentive schemes for the sales staff of XG Company. It includes direct salary incentive based on fixed salary and performance salary, indirect salary incentive based on fixed welfare project and self-help welfare project, career development incentive, training incentive and honor incentive of sales personnel, and participation incentive. Finally, in order to ensure the smooth implementation of the incentive scheme for sales personnel of XG Company, the paper puts forward four aspects of guarantee measures: performance appraisal, management system, leadership team and corporate culture. The motivation of sales personnel has always been an important task of enterprise human resource management, and also an important subject of enterprise marketing management. Through the optimization design of incentive scheme for sales staff of XG Company, this paper aims to promote the enthusiasm and creativity of the marketing personnel, thus help the steady increase of the market share and finally realize its strategic goal. In addition, because XG company has some representative problems in the incentive of sales personnel, the research results of this paper may also provide some reference for other enterprises in the same industry, and help them to better carry out the incentive work of sales personnel.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272.92;F426.31
本文編號：2151170
[Abstract]:With the rapid development of information technology, the uncertainty of business environment is obviously enhanced, and the role of sales personnel in meeting the needs of consumers and realizing the value of products is constantly improved. In the face of fierce market competition, the competitive advantage of enterprises is to form the ability to attract and retain customers. At present, most manufacturing enterprises need to rely on sales personnel to achieve performance indicators and strategic objectives. As a bridge between consumers and enterprises, sales personnel naturally become the key to the sustainable and healthy growth of enterprises. Therefore, it is an important challenge for enterprise human resources management to have a team of active salesmen to control the market and stimulate their working potential to the greatest extent. On the basis of literature research, this paper applies the basic principles of content-based theory, process-based motivation theory and behavior correction theory. Firstly, it analyzes the connotation and professional characteristics of the salespeople in the industry, and clarifies the main contents and ideas of the full-text research. Secondly, from four aspects of compensation, welfare, performance appraisal and career management, the paper introduces the incentive measures that XG currently takes for sales personnel, in order to further understand the effects of these measures, especially the existing problems. According to the results of the questionnaire, it is found that there is a lack of attraction of compensation and welfare incentives for salespeople in the company, and the incentive means are relatively simple. Then, the paper analyzes the causes of these problems, and optimizes the design of incentive schemes for the sales staff of XG Company. It includes direct salary incentive based on fixed salary and performance salary, indirect salary incentive based on fixed welfare project and self-help welfare project, career development incentive, training incentive and honor incentive of sales personnel, and participation incentive. Finally, in order to ensure the smooth implementation of the incentive scheme for sales personnel of XG Company, the paper puts forward four aspects of guarantee measures: performance appraisal, management system, leadership team and corporate culture. The motivation of sales personnel has always been an important task of enterprise human resource management, and also an important subject of enterprise marketing management. Through the optimization design of incentive scheme for sales staff of XG Company, this paper aims to promote the enthusiasm and creativity of the marketing personnel, thus help the steady increase of the market share and finally realize its strategic goal. In addition, because XG company has some representative problems in the incentive of sales personnel, the research results of this paper may also provide some reference for other enterprises in the same industry, and help them to better carry out the incentive work of sales personnel.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272.92;F426.31
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