营销人员流失模糊综合评价研究

发布时间：2018-03-23 19:16

  本文选题：营销人员　切入点：流失风险　出处：《技术经济与管理研究》2015年01期

【摘要】：基于模糊综合评价模型,文章构建企业营销人员流失风险的识别系统,根据销售人员个体价值及流失风险对企业营销人员流失状况进行了分析,报告了企业营销人员流失现状;通过采用人力资源个体价值方法,进行了企业营销人员流失风险调查,反映了企业营销人员管理存在的问题;根据营销人员对企业的贡献差别,确定营销人员流失风险指数;然后,根据营销人员流失风险指数和个体价值指数的关系,将企业营销人员细分为低风险低价值人员、高风险低价值人员、高风险高价值人员和低风险高价值人员四类,并根据企业营销人员细分标准,对不同类别的营销人员制定不同的管理策略,取得营销人员细分定位管理策略的研究成果,从人力资源角度为企业降低营销人员流失率,提高企业的经营效益提供了理论依据。
[Abstract]:Based on the fuzzy comprehensive evaluation model, this paper constructs the identification system of the loss risk of enterprise marketing personnel, analyzes the situation of the loss of enterprise marketing personnel according to the individual value and loss risk of the salesperson, and reports the current situation of the loss of marketing personnel in the enterprise. By adopting the method of individual value of human resources, this paper makes an investigation on the risk of loss of marketing personnel in enterprises, which reflects the problems existing in the management of marketing personnel, and determines the risk index of loss of marketing personnel according to the difference of the contribution of marketing personnel to the enterprise. Then, according to the relationship between the loss risk index of marketing personnel and individual value index, the enterprise marketing personnel are divided into four categories: low risk and low value, high risk and low value, high risk and high value, and low risk and high value. According to the standards of marketing personnel segmentation, different management strategies are made for different types of marketers, and the research results of marketing personnel subdivision positioning management strategies are obtained, and the loss rate of marketing personnel is reduced from the angle of human resources. It provides a theoretical basis for improving the operating efficiency of enterprises.
【作者单位】： 郑州师范学院;首都经济贸易大学;
【基金】：河南省软科学研究项目(132400411119) 2013度全国科学教育规划课题(BIA130088)
【分类号】：F274;F224
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本文编号：1654811