HSYD公司营销人员激励机制研究

发布时间：2018-01-03 12:16

本文关键词：HSYD公司营销人员激励机制研究　出处：《华中科技大学》2012年硕士论文　论文类型：学位论文

【摘要】：自2009年1月7日3G牌照发放以来，经重组改革后的三大电信业运营商之间的竞争日渐激烈。通讯市场进入了全业务、高竞争的新时代。中国移动作为目前国内最大的电信运营企业，想要继续保持领先地位，需要一批高素质的人才队伍去支撑企业的发展。而营销人员作为公司最为核心的人力资源之一自然更值得公司去重视和培养。技术、资金可以引进，人才却很难复制。如何采取有效措施，提高HSYD在职员工素质，特别是营销人员的工作积极性，发挥其主动性和创造性，为组织目标积极奋斗，是摆在公司面前的一大难题。目前，HSYD公司还缺乏科学有效的营销人员激励机制。本文以相关激励理论为依据，对公司营销人员激励现状及问题进行了深入分析，提出了适用于该公司营销人员的激励手段。对HSYD公司不同层级营销人员进行分类研究，采用问卷调查和深度访谈的方式，了解不同层次营销人员对现行激励机制的意见与建议，为改进激励措施提供更好的思路。依照公司营销人员的层级提出了总体激励机制并分别对HSYD公司营销系统中的中层管理人员、基层管理人员和一线员工设计了分层激励方案，，并对如何确保激励机制有效实施给出了保障和实施办法，以期能够改变以往激励效果不佳的状况，从而调动营销人员的积极性，为HSYD公司在3G营销大战中抢占先机奠定人力资源基础。该激励机制主要针对HSYD公司实际情况所做，对调动和激发HSYD公司各层级营销人员的积极性和主动性具有重要的现实意义，对面临激励问题的同类企业仅供参考。
[Abstract]:Since January 7, 2009 through the issuance of 3G licenses, after the reorganization and reform of the three major telecom operators in the telecommunications market competition is increasingly fierce. Entering the new era of business, high competition. China Mobile is the largest telecom companies, want to continue to maintain a leading position, need a batch of high-quality personnel to support enterprises the development of marketing personnel. As the core of human resources is more natural to develop. Technology, funds can be introduced, talent is hard to replicate. How to take effective measures to improve the quality of HSYD employees, especially the marketing staff enthusiasm, play to their initiative and creativity for the organization the target of positive struggle, is a major problem facing the company.
At present, HSYD company is also a lack of scientific and effective marketing personnel incentive mechanism. Based on the related incentive theory as the basis, the status quo and problems of incentive marketing personnel to carry on the thorough analysis, put forward for the company's marketing staff incentives. The classification of different levels of HSYD company marketing personnel, using questionnaires and in-depth interviews the way to understand the opinions and suggestions of different levels of current marketing personnel incentive mechanism, to provide better incentives to improve ideas. In accordance with the company's marketing staff level put forward the overall incentive mechanism and the middle-level managers of HSYD company marketing system, the grass-roots management personnel and front-line staff designed a hierarchical incentive scheme, and the how to ensure the effective implementation of incentive system provides security and implementation measures, in order to change the poor incentive effect, thereby regulating The enthusiasm of the mobile marketing staff has laid a human resource base for the HSYD company to seize the opportunity in the 3G marketing war.
The incentive mechanism is mainly aimed at the actual situation of HSYD company. It has important practical significance for mobilizing and stimulating the enthusiasm and initiative of marketing personnel at all levels of HSYD company. It is only for reference for similar enterprises facing incentive problems.

【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F272.92;F626

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