基于业绩提升的H公司主动营销专员激励方案的优化研究

发布时间：2018-01-06 01:28

本文关键词：基于业绩提升的H公司主动营销专员激励方案的优化研究　出处：《东南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网及电子商务的迅速发展,以传统媒体为主的家庭购物行业竞争日益加剧。在这种情况下,主动营销模式开始凸显其独有的优势,成为企业尤其是家庭购物行业新的业务增长点与发展制高点。主动营销专员在这种背景下开始成为这些企业提升竞争力的关键因素。他们作为电话营销业务的一线力量,其职业素养、业务水平以及个人潜能的发挥都对企业的经济效益、战略规划和实施产生着重要影响。在这种背景下,就必须找到有效的方法来激励主动营销专员,发挥他们的工作积极性与潜能,最终达到员工、企业的双赢,这也是当前以主动营销为重点发展业务的公司最为关心和迫切解决的问题。本文梳理了国内外相关激励理论、销售人员激励理论、激励因素方法理论等,以H公司主动营销专员为研究对象,进行了问卷调查与访谈,收集了大量的真实数据和相关资料。在此基础上分析了H公司主动营销专员当前的激励现状以及存在的一些问题,并且针对目前的不足对H公司主动营销专员的激励方案进行了优化,目的在于确保主动营销专员的高留存率、高活动率、高绩效,最终能够赢得会员、占领市场、完成业绩指标。本文共分为六个章节,按照绪论、相关理论及研究概述、H公司主动营销专员现状及问题分析、激励效应调查及成因分析、激励方案的优化以及总结与展望的逻辑顺序进行论述。面对家庭购物、电话营销业激烈竞争的行业现状,以主动营销为主导的业务主体,必须意识到：主动营销专员的业务能力、工作素养、忠诚度等已经成为企业的核心竞争力,对于主动营销专员的激励策略也会极大的影响公司的业绩以及发展战略。因此针对当前H公司主动营销部激励方案中存在的不足,建议可以从以下方面入手：完善绩效考核体系、优化薪酬管理体系、丰富晋升以及职业生涯管理、完善培训激励计划、增加精神激励的设计、相关负激励的优化等。通过多角度共同努力,培养员工对公司的忠诚度,降低员工流失率；提高员工的工作积极性,实现高活动率；挖掘员工潜力与创造力,有效提升企业效益,增强企业竞争力。希望该研究能够为H公司主动营销部实现业绩的提升,员工与组织的双赢提供参考,同时也希望为行业内相关公司的发展提供借鉴。
[Abstract]:With the rapid development of Internet and e-commerce, the competition of home shopping industry, which is based on traditional media, is becoming increasingly fierce. In this case, the active marketing model begins to highlight its unique advantages. It has become the new growth point and development commanding point for enterprises, especially in the family shopping industry. In this context, active marketing professionals have become the key factors for these enterprises to enhance their competitiveness. They are regarded as a key factor in the telephone marketing business. Line power. Its professional accomplishment, professional level and personal potential play an important role in the economic benefits, strategic planning and implementation of the enterprise. In this context. Must find the effective method to encourage the active marketing specialist, displays their work enthusiasm and the potential, finally achieves the employee, the enterprise win-win. This is also the focus of active marketing business development companies are most concerned about and urgent solutions. This paper combed the domestic and foreign related incentive theory, sales incentive theory, incentive factor theory and so on. Taking the active marketing specialist of H Company as the research object, a questionnaire survey and an interview were conducted. Collected a large number of real data and related information. On this basis, we analyze the current incentive situation and some problems of the active marketing specialist in H Company. And aimed at the current shortcomings of H company active marketing specialist incentive program optimization, the purpose is to ensure that the active marketing specialist high retention rate, high activity rate, high performance, and ultimately win members. This article is divided into six chapters, according to the introduction, related theory and research overview of the current situation and problem analysis, incentive effect investigation and cause analysis. The optimization of incentive scheme and the logical sequence of summary and prospect are discussed. In the face of family shopping, the current situation of the fierce competition in the telephone marketing industry, the active marketing as the leading business body. Must realize: the active marketing specialist's business ability, the work accomplishment, the loyalty and so on has become the enterprise's core competitive power. The incentive strategy of the active marketing specialist will also greatly affect the performance and development strategy of the company. Therefore, there are some shortcomings in the incentive plan of the active marketing department of company H at present. Suggestions can be made from the following aspects: improve the performance appraisal system, optimize the salary management system, enrich the promotion and career management, improve the training incentive plan, increase the design of spiritual incentive. Optimization of related negative incentives. Through multi-angle joint efforts to cultivate employee loyalty to the company, reduce staff turnover rate; Improve the enthusiasm of employees to achieve high activity rate; It is hoped that this research can provide a reference for H Company to achieve the promotion of the performance of the active marketing department and the win-win situation between the employee and the organization. At the same time, we also hope to provide reference for the development of related companies in the industry.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F274

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