X茶场公司营销人才管理策略研究

发布时间：2019-01-28 07:36

【摘要】：X茶场公司经过二十多年的发展,在北方绿茶叶市场具有了较大的影响力和市场地位,“雪青”品牌也有较大的市场知名度,甚至成为城市的一张名片。随着公司新一代领导者接任企业发展的大旗,公司确立了自己良好的发展战略,但是在具体的战术执行过程中,通过对日益壮大的营销队伍的现状分析发现,营销人员管理问题矛盾依然突出,营销人才的年龄结构、学历层次、人均销量及工种结构难与公司的发展战略相适应。通过对X茶场公司营销人才状况的分析,找出了营销人才管理过程中在人员规划、岗位层级、招聘培训、绩效评价和薪酬福利等方面存在的问题及原因,本文利用人力资源管理的4P模型,首先优化岗位管理策略,实现营销人才的人员规划和对营销岗位层级及档级的调整以及职责再优化；采用目标管理法和关键绩效指标相结合的综合方法,注重优化了X茶场公司绩效管理策略中的工作目标和量化指标。在岗位管理和绩效管理策略优化的基础上进行薪酬管理的优化策略,改进薪酬管理制度、引进宽带薪酬制度和弹性薪酬制度,解决公司薪酬分配不公平和薪酬激励效果差的问题；最后利用素质冰山模型,构建公司营销人才素质模型,并应用此模型优化公司对营销人才的培训工作。本课题通过对X茶场公司营销人才管理策略的研究,提出具体的人才管理措施,丰富了茶叶企业人才管理的案例数据,为相关人才管理理论的发展提供数据支持。同时,对于X茶场公司强化自身营销队伍素质、营销体系的建设、市场占有率的不断提高,甚至对公司实现整个十年战略计划目标,都具有非常重要的战略价值和现实意义。
[Abstract]:After more than 20 years' development, X tea house company has a great influence and market position in the north green tea market. The brand "Xueqing" also has greater market popularity, and even becomes a business card of the city. With the new generation of company leaders take over the banner of enterprise development, the company has established its own good development strategy, but in the specific tactical implementation process, through the growing marketing team of the status quo analysis found, The contradiction of marketing personnel management is still prominent. The age structure, educational level, per capita sales volume and type of work structure of marketing talents are difficult to adapt to the development strategy of the company. By analyzing the situation of marketing talents in X tea house company, this paper finds out the problems and reasons in personnel planning, post level, recruitment and training, performance evaluation and salary and welfare in the process of marketing talent management. In this paper, the 4P model of human resource management is used to optimize the strategy of post management, to realize the personnel planning of marketing talents, the adjustment of marketing post level and file level, and the re-optimization of responsibility. By combining the objective management method with the key performance indicators, this paper focuses on the optimization of the working objectives and quantitative indicators in the performance management strategy of the X tea house company. On the basis of the optimization of post management and performance management strategy, the optimization strategy of salary management, the improvement of compensation management system, the introduction of broadband compensation system and flexible compensation system, To solve the problems of unfair salary distribution and poor incentive effect; Finally, using the quality iceberg model, we construct the marketing talent quality model of the company, and use this model to optimize the training of marketing talents. Through the research on the marketing talent management strategy of X tea house company, the paper puts forward specific talent management measures, which enriches the case data of talent management in tea enterprises and provides data support for the development of related talent management theory. At the same time, it has very important strategic value and practical significance for X tea house company to strengthen the quality of its own marketing team, to build the marketing system, to improve the market share, and even to realize the goal of the whole 10-year strategic plan.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F426.82

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