浦发银行大连分行营销人员激励机制研究

发布时间：2018-02-26 16:09

本文关键词： 浦发银行大连分行营销人员激励机制　出处：《辽宁科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：本文以浦发银行大连分行为研究对象,以激励机制理论为指导,探寻浦发银行大连分行营销人员流失的原因,希望通过构建营销人员激励机制,为浦发银行吸引和留住优秀的营销人员,保持销售队伍的稳定性提供参考。本文的主要研究内容包括:一是运用文献分析法,对激励机制相关理论进行了梳理和提炼,为全文的写作奠定了理论基础;二是运用统计分析方法,对浦发银行大连分行营销人员激励机制的满意度进行了问卷调查分析,找出了其中存在的问题;三是在激励机制理论的指导下,成功的构建了由薪酬激励、福利激励和约束机制构成的新的营销人员激励机制;四是运用模糊综合评价方法对营销人员激励机制的实施效果进行了评价,证明新的激励机制是符合银行和营销人员需求的,是有效的。最后本文还提出了对激励机制实施的一些保障措施,并提出了在不同时期应该采取适当的激励机制的观点。本文采用理论与实践相结合的方式,在激励机制理论的指导下构建了适合浦发银行大连分行使用的营销人员激励机制,既有理论支持,也有实践基础,对其它行开展相关研究具有重要的指导意义,同时对于本地区其它中小股份制商业银行制定营销人员激励机制也有一定的参考意义。
[Abstract]:This paper takes the Dalian Branch of Pudong Development Bank as the research object, takes the incentive mechanism theory as the guidance, explores the reason of the loss of marketing personnel in the Dalian Branch of the Pudong Development Bank, and hopes to construct the incentive mechanism of the marketing personnel. The main research contents of this paper are as follows: firstly, the relevant theories of incentive mechanism are combed and refined by literature analysis. It lays a theoretical foundation for the writing of the full text. Secondly, by using the method of statistical analysis, the author makes a questionnaire survey on the satisfaction of the marketing staff of Pudong Development Bank Dalian Branch, and finds out the existing problems. Thirdly, under the guidance of incentive mechanism theory, a new incentive mechanism for marketers is successfully constructed, which is composed of salary incentive, welfare incentive and restraint mechanism. Fourth, using the fuzzy comprehensive evaluation method to evaluate the effect of the incentive mechanism of marketing personnel, which proves that the new incentive mechanism is in line with the needs of banks and marketers. Finally, this paper puts forward some safeguard measures for the implementation of the incentive mechanism, and puts forward the point of view that the appropriate incentive mechanism should be adopted in different periods. In this paper, the combination of theory and practice is adopted. Under the guidance of incentive mechanism theory, this paper constructs the incentive mechanism of marketing personnel suitable for Pudong Development Bank Dalian Branch, which has both theoretical support and practical basis, and has important guiding significance for other banks to carry out relevant research. At the same time, it also has some reference significance for other small and medium-sized commercial banks in the region to establish incentive mechanism for marketing personnel.
【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F832.33

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