民生银行南昌分行营销人员激励体系优化研究

发布时间：2018-12-15 19:05

【摘要】：近年来,受互联网金融快速发展以及民营银行介入条件逐渐被放宽等现实因素影响,传统银行业面临着大批优秀人才的严重流失,营销人员的流动性尤其较高。对于国内股份制商业银行来说,如何留住人才、吸引人才,增强营销队伍的稳定性,提高银行的核心竞争力,显得尤为重要。研究发现,适当的激励体系不仅可以有效提高员工对企业的满意度和忠诚度,还能提高企业员工工作的创造性和积极性,进而激发员工发挥自身潜能,促进企业整体绩效的提升。本文以中国民生银行南昌分行为研究对象,希望通过对营销人员激励体系的优化研究,帮助其建立一支稳定的营销队伍,进而提升其核心竞争力,这对传统银行业的发展将具有一定的实践意义。此外,民生银行南昌分行是一家在当地比较有代表性的中小型股份制商业银行,本文的研究成果对于其他同类银行建立营销人员激励机制也有一定的参考价值。激励机制能够发挥理想效果需要相应的配套措施作为保障,本文结合民生银行南昌分行实际情况,尝试从绩效考核机制、组织架构设计以及企业文化建设等方面提出了相关的配套措施。本文首先利用文献综合分析法,对普遍应用的相关激励理论进行了总结、归纳和概述,重点结合马斯洛需求层次理论对民生银行南昌分行营销人员激励体系现状进行了剖析,并指出了其存在的问题;其次,基于民生银行南昌分行实际情况,提出了营销人员激励体系基本内容;再次,按照职务、年龄、学历等特征对民生银行南昌分行营销人员进行了分类,设计了相应的激励需求调查问卷,并对问卷调查结果进行了分析,确定了不同人群的激励需求偏好,从而提出了相应的差异性激励组合;最后,针对差异性激励方案提出了配套实施的措施。
[Abstract]:In recent years, influenced by the rapid development of Internet finance and the gradual relaxation of the intervention conditions of private banks, the traditional banking industry is faced with the serious loss of a large number of outstanding talents, especially the mobility of marketers. For domestic joint-stock commercial banks, how to retain talents, attract talents, enhance the stability of marketing team, improve the core competitiveness of banks, is particularly important. It is found that the appropriate incentive system can not only effectively improve the employee's satisfaction and loyalty to the enterprise, but also improve the creativity and enthusiasm of the employees, and then stimulate the employees to play their own potential. To promote the overall performance of the enterprise. This paper takes the Nanchang Branch of Minsheng Bank of China as the research object, hoping to help it to establish a stable marketing team by optimizing the incentive system of marketing personnel, and then to enhance its core competitiveness. This will have certain practical significance to the development of traditional banking. In addition, Minsheng Bank Nanchang Branch is a representative small and medium-sized joint-stock commercial bank in the local area. The research results of this paper also have some reference value for other similar banks to establish incentive mechanism for marketers. The incentive mechanism can exert the ideal effect needs the corresponding supporting measure as the safeguard, this article unifies the Minsheng Bank Nanchang Branch actual situation, attempts from the performance appraisal mechanism, Organizational structure design and corporate culture construction and other aspects of the relevant supporting measures. In this paper, the author summarizes, summarizes and summarizes the generally applied incentive theory by using the comprehensive analysis method of literature, and analyzes the current situation of the incentive system of marketing personnel in Nanchang Branch of Minsheng Bank with the emphasis on Maslow's hierarchy of demand theory. The existing problems are pointed out. Secondly, based on the actual situation of Nanchang Branch of Minsheng Bank, the paper puts forward the basic contents of incentive system for marketing personnel. Thirdly, according to the characteristics of position, age, education and other characteristics, the marketing personnel of Minsheng Bank Nanchang Branch are classified, the corresponding incentive demand questionnaire is designed, and the results of the questionnaire are analyzed. The incentive demand preferences of different groups are determined, and the corresponding different incentive combinations are put forward. Finally, according to the difference incentive scheme proposed the supporting implementation measure.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33

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