【摘要】：2016年4月李克強(qiáng)總理在國(guó)務(wù)院常務(wù)會(huì)議上確定了深化“醫(yī)改”重點(diǎn),2017年4月8日北京市醫(yī)院醫(yī)療信息系統(tǒng)切換成功,推進(jìn)了藥品陽(yáng)光采購(gòu)工作的順利進(jìn)行。醫(yī)療改革后,一些小型企業(yè)面臨被大型企業(yè)收購(gòu)或難以生存轉(zhuǎn)做其他行業(yè)風(fēng)險(xiǎn),市場(chǎng)重新洗牌后現(xiàn)存的企業(yè)之間競(jìng)爭(zhēng)變得更為激烈,而其背后是企業(yè)人力資本之間的競(jìng)爭(zhēng)。目前醫(yī)療行業(yè)銷售人員技巧和營(yíng)銷模式趨于老化,各企業(yè)需要引進(jìn)掌握最新技術(shù)的專業(yè)銷售人才或?qū)ΜF(xiàn)有銷售人才進(jìn)行培訓(xùn),以順應(yīng)企業(yè)經(jīng)營(yíng)模式的發(fā)展變化。銷售人員的高效運(yùn)作及產(chǎn)出,不僅能夠加速企業(yè)實(shí)現(xiàn)其經(jīng)營(yíng)戰(zhàn)略目標(biāo),而且也是促進(jìn)企業(yè)自身快速發(fā)展、迅速擴(kuò)大市場(chǎng)份額和企業(yè)健康持續(xù)發(fā)展的強(qiáng)有力保障。因此,激勵(lì)并留住優(yōu)秀的銷售人員對(duì)企業(yè)自身健康發(fā)展至關(guān)重要,而薪酬激勵(lì)則是最為直接高效的一種方式。本文選取BT體外診斷營(yíng)銷公司為研究對(duì)象,通過(guò)分析BT公司銷售人員的激勵(lì)性薪酬現(xiàn)狀,剖析BT公司現(xiàn)有薪酬激勵(lì)體系存在的問(wèn)題,在此基礎(chǔ)上對(duì)BT公司銷售人員薪酬激勵(lì)模式再設(shè)計(jì),以期最大程度地提升BT公司的市場(chǎng)競(jìng)爭(zhēng)力,順利實(shí)現(xiàn)該公司戰(zhàn)略目標(biāo)。本文在通過(guò)深入梳理國(guó)內(nèi)外現(xiàn)有的關(guān)于醫(yī)療行業(yè)銷售人員薪酬激勵(lì)的相關(guān)文獻(xiàn),發(fā)現(xiàn)已有研究大多從單一角度對(duì)其進(jìn)行分析,不能滿足新型市場(chǎng)的銷售人員激勵(lì)需求。本文根據(jù)“醫(yī)改”后市場(chǎng)需求及變化,在對(duì)BT公司現(xiàn)有的薪酬激勵(lì)現(xiàn)狀進(jìn)行調(diào)研分析的基礎(chǔ)上,探索BT公司銷售人員薪酬激勵(lì)體系中存在的問(wèn)題,通過(guò)對(duì)BT公司銷售人員現(xiàn)有薪酬激勵(lì)體系再設(shè)計(jì),激發(fā)銷售人員的潛在動(dòng)力和工作激情,達(dá)到提升BT公司市場(chǎng)競(jìng)爭(zhēng)力的目的。
[Abstract]:In April 2016, Prime Minister Li Keqiang decided to deepen the "medical reform" at an executive meeting of the State Council. On April 8, 2017, the Beijing hospital medical information system switched successfully, which pushed forward the smooth progress of the procurement of medicine sunshine. After the health care reform, some small enterprises face the risk of being acquired by large enterprises or being difficult to survive and switch to other industries. After reshuffling the market, the competition among existing enterprises becomes more intense, and behind it is the competition between human capital of enterprises. At present, the skills and marketing model of sales personnel in medical profession tend to be aging, so all enterprises need to introduce professional sales personnel who master the latest technology or train the existing sales personnel in order to adapt to the development and change of business model. The efficient operation and output of sales personnel can not only accelerate the enterprises to achieve their strategic objectives, but also promote the rapid development of enterprises themselves, rapidly expand the market share and the healthy and sustainable development of enterprises. Therefore, encouraging and retaining excellent salespeople is very important to the healthy development of enterprises, and salary incentive is the most direct and efficient way. This article selects BT in vitro diagnosis marketing company as the research object, through the analysis BT company salesperson's incentive salary present situation, analyzes the BT company present compensation incentive system existence question. On this basis, the paper redesigns the compensation incentive model of BT Company's sales personnel in order to promote the market competitiveness of BT Company and realize the strategic goal of BT Company. In this paper, through the in-depth review of the existing domestic and foreign literature on the salary incentive of sales personnel in the medical industry, it is found that most of the previous studies have analyzed it from a single angle, and can not meet the demand for incentive of sales personnel in the new market. According to the market demand and changes after the "Medical Reform", this paper, based on the investigation and analysis of the current situation of compensation incentive in BT Company, explores the problems existing in the compensation incentive system of the salespeople of BT Company. Through the redesign of the current salary incentive system of BT Company, the potential motivation and work passion of the salespeople are stimulated, and the purpose of improving the market competitiveness of BT Company is achieved.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F272.92;F721

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