华星行公司销售人员薪酬体系优化研究

发布时间：2018-02-14 06:13

本文关键词： 4S店薪酬体系销售人员优化　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国目前主要的汽车销售模式是“4S店”模式，即汽车生产者委托特定的汽车销售者销售车辆、供应汽车零部件、对售出的汽车提供售后服务、为汽车生产者反馈信息。4S店主要的营利环节就是对售出的汽车提供售后服务。因而，汽车销售的数量决定了4S店的营利状况。但是，为了提高市场占有率，汽车生产者不断增加委托销售者的数量，这使得4S店之间的竞争日趋炽烈。可以毫不夸张的说，优秀的汽车销售人员是使4S店生存发展的源泉，如何吸引和留住优秀的汽车销售人员是4S店要直面的重要课题。华星行公司成立于2013年7月，是一家梅赛德斯-奔驰4S店。由于缺乏完善的汽车销售人员薪酬体系，其汽车销售人员的流动性大，稳定性较差。本文结合需求层次理论、人性假设的Y理论、公平理论等与薪酬激励相关的理论，运用访谈法和问卷调查法对华星行公司现行的汽车销售人员薪酬体系进行了分析。笔者发现，，华星行公司现行的汽车销售人员薪酬体系存在的主要问题有：基本工资与可变薪酬比例设置失当、销售目标设定不合理、薪酬考核方式单一、忽视非经济性报酬。为解决前述问题、完善华星行公司汽车销售人员的薪酬体系，笔者在明确薪酬战略、充分调研同行业薪酬水平、设定合理的岗位等级标准的基础上，不但设计了具有足够激励性的直接薪酬优化方案，还补充了灵活多样的间接薪酬优化方案。其中，直接薪酬优化方案主要包括：从基础工资及整车销售提成比例优化设计、增值业务绩效考核优化设计和客户满意度考核；间接薪酬优化方案主要包括：带薪年假、员工购车补助等措施。同时，为保障笔者重置的汽车销售人员薪酬体系优化方案能够得到切实有效的运行，本文还提出了四项保障措施：以公司领导充分重视为前提，以良好的企业文化为支撑，以科学、规范的人力资源管理制度为保障，并结合企业实际经营业绩进行合理的调整。
[Abstract]:At present, the main mode of automobile sales in China is the "4S shop" model, in which car producers entrust specific car sellers to sell vehicles, supply auto parts and provide after-sales service to the cars sold. The main profit link of 4S stores is to provide after-sales service to the cars sold. As a result, the number of cars sold determines the profitability of 4S stores. However, in order to increase the market share, Auto producers are increasing the number of entrusted sellers, which makes the competition between 4S stores increasingly fierce. It is no exaggeration to say that good car salespeople are the source of 4S stores' survival and development. How to attract and retain excellent car salespeople is an important issue for 4 S store to face. Huaxing Company, founded in July 2013, is a Mercedes-Benz 4S store. Due to the lack of a complete compensation system for automobile salespeople, its automobile sales personnel are highly mobile and less stable. The Y theory of human nature hypothesis and the theory of fairness related to compensation incentive are used to analyze the current compensation system of automobile sales personnel in Huaxing Company. The main problems in Huaxing Company's current compensation system of automobile salesmen are: the missetting of basic salary and variable salary ratio, the unreasonable setting of sales target, the single way of salary assessment, and the neglect of non-economic compensation. In order to solve the above problems and perfect the compensation system of the automobile sales personnel of Huaxing Company, the author, on the basis of defining the compensation strategy, fully investigating the compensation level of the same industry, setting a reasonable post grade standard, Not only the direct compensation optimization scheme with sufficient incentive is designed, but also the flexible and diversified indirect compensation optimization scheme is added. The direct compensation optimization scheme mainly includes: the optimization design of the basic salary and the proportion of the whole car sales commission, The optimal design of value-added business performance evaluation and customer satisfaction evaluation, indirect compensation optimization scheme mainly includes: paid annual leave, employee car purchase subsidy and other measures. At the same time, in order to ensure that the optimized scheme of compensation system of auto salespeople reset by the author can be run effectively, this paper also puts forward four safeguard measures: based on the premise of full attention of company leaders, supported by good corporate culture. Scientific and standardized human resource management system is taken as the guarantee, and reasonable adjustment is made in combination with the actual business performance of the enterprise.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F416.471

【参考文献】