A股份制商业银行市场营销人员差异化激励研究

发布时间：2018-12-10 08:36

【摘要】：股份制商业银行是我国银行业的第二梯队，既丰富了银行业的层次，也通过其体制规范、机制灵活等特点激活了整个银行业。对于我国股份制商业银行来说，，人力资源是其核心竞争力的基础，市场营销人员作为银行价值的直接创造者，成为股份制商业银行人力资源管理的核心要素。因此，研究市场营销人员激励具有重要的理论价值和实践意义。当前，我国股份制商业银行普遍存在市场营销人员激励不足，薪酬设计忽视了差异化激励等问题。如何推动营销人员的人力资源管理工作，特别是激励机制的创新是本文要研究的主要问题。本文以股份制商业银行为研究对象，首先，运用文献研究法对相关激励理论进行阐述，结合股份制商业银行的组织架构和市场营销人员的职责分工等特点，全面分析研究市场营销人员所处环境以及激励现状。其次，运用案例研究对股份制商业银行市场营销人员的激励现状进行分析，剖析其薪酬、绩效和职业发展等方面存在的主要问题；再次，基于现行激励机制存在的主要问题，分析市场营销人员需求和激励要素，构建了管理序列、产品经理序列、客户经理序列人员的组合激励模型；最后，基于建立符合股份制商业银行特点和实际需要的内部激励体系的管理思想，提出了完善差异化激励机制的对策建议。本文旨在对股份制商业银行市场营销人员的激励问题进行研究和探索，为完善我国股份制商业银行市场营销人员激励机制提供决策参考，也为人力资源管理体系研究提供新的思路。
[Abstract]:The joint-stock commercial bank is the second echelon of the banking industry in our country. It not only enriches the banking level, but also activates the whole banking industry through the characteristics of its system standard and flexible mechanism. For China's joint-stock commercial banks, human resources are the basis of their core competitiveness, and marketers, as direct creators of bank value, have become the core elements of human resources management in joint-stock commercial banks. Therefore, the research marketing personnel incentive has the important theory value and the practice significance. At present, there are many problems in joint-stock commercial banks in our country, such as insufficient incentive of marketers and neglect of differential incentive in salary design. How to promote the human resource management of marketing personnel, especially the innovation of incentive mechanism, is the main problem to be studied in this paper. This paper takes the joint-stock commercial bank as the research object. First of all, it uses the literature research method to expound the relevant incentive theory, combined with the organizational structure of the joint-stock commercial bank and the division of duties of the marketing personnel, and so on. Comprehensive analysis of the marketing personnel in the environment and incentive status. Secondly, using the case study to analyze the incentive status of the marketers in joint-stock commercial banks, and analyze the main problems in the aspects of salary, performance and career development. Thirdly, based on the main problems existing in the current incentive mechanism, this paper analyzes the marketing personnel demand and incentive elements, and constructs the combined incentive model of management sequence, product manager sequence and customer manager sequence personnel. Finally, based on the management idea of establishing the internal incentive system in accordance with the characteristics and practical needs of the joint-stock commercial banks, the paper puts forward some countermeasures and suggestions to perfect the differentiated incentive mechanism. The purpose of this paper is to study and explore the incentive problem of marketers in joint-stock commercial banks, and to provide a decision reference for perfecting the incentive mechanism of marketers in joint-stock commercial banks. It also provides new ideas for the study of human resource management system.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F832.33

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