阿克苏诺贝尔太古漆油（广州）公司销售人员激励机制研究

发布时间：2018-01-27 15:41

本文关键词： 销售人员人员需求激励机制绩效评价　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：在市场环境复杂多变、商业竞争日趋激烈的今天,能否有效地将销售人员紧紧团结在公司销售目标周围,通过销售人员的践行达成公司的目标,是企业成败的至关因素。销售人员为企业创造业绩和利润,是企业得以持续发展的重要保证。因此,如何科学制定激励体系,稳定销售队伍,留住优秀销售人员,激发销售队伍的积极性,是很多企业和经营者非常重视的问题。本文从研究激励的过程和机理出发,结合涂料销售人员的特性和需求,根据经典激励理论,系统地阐述了公司激励体系的设计原则,构成要素和流程,并对现有的激励体系进行研究和调整,以便更好的激励销售队伍的工作热情。本文首先简明扼要地阐述了马斯洛层次需求等经典激励理论和销售人员激励的主要方法,为阿克苏诺贝尔太古漆油(广州)公司的激励调整提供理论支持。接着介绍了公司的基本概况,通过问卷调查对销售人员的需求特征进行分析,从销售人员角度对公司现行的薪酬机制、晋升机制、绩效考核和培训发展方面进行分析和总结。然后在激励现状和存在问题的背景下,根据相关激励理论,对销售目标管理、考核评估、薪酬福利、职业发展、学习培训及企业文化建设六个方面提出了相应的改进措施。最后,对上述措施的具体执行提供保障建议,为方案落实保驾护航。本文认为销售人员是涂料企业的核心部件,他们起着承上启下的功能,是消费者和公司产品之间的桥梁,但他们的环境和待遇并不为大家所重视。提高销售人员的激励,有利于刺激他们工作的热情和积极性,从而为公司获取更多的市场份额和利润。笔者通过理论与实践相结合,对阿克苏诺贝尔太古漆油(广州)有限公司的激励措施提出销售目标SMART管理、建立公平公正的考核评估、薪酬激励优化、多渠道多层次职业发展和建立以人为本的企业文化。这些措施具有较强的实际意义,能很好地激发员工主动性、创造性,增强公司的营销实力,为公司持续发展做出积极贡献。
[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.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F426.72

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