基于心理契约的汽车行业新生代销售人员激励策略研究

发布时间：2018-05-14 22:21

本文选题：汽车行业 + 新生代销售人员　；参考：《山东大学》2014年硕士论文

【摘要】：知识经济时代,竞争日益激烈,如何在竞争中持续健康发展是企业一直不断探索的话题,可采取的措施有很多,但企业人力资源开发与管理是基本的途径和手段,是企业生存及发展的重要条件。汽车销售行业的竞争也非常残酷,近几年我国汽车产业在数量和规模上都呈现了惊人的增长速度,各汽车品牌都在不同的细分市场上进行着发展与竞争,销售人员在公司的业绩增长中起着重要的关键作用。目前这群销售人员大多数都是80后、90后人群,具有自主意识强、喜欢独立思考、流动率高等特点,如何真正满足他们的需求进而采取有效的激励措施来提高工作绩效,是当今汽车销售公司想要持续快速发展和拥有核心竞争力重点考虑的问题,进行这方面相关研究也具有重大的研究意义。本文针对汽车行业新生代销售人员这一特定行业新生代销售群体,从心理契约理论视角,通过实证分析,探索该行业新生代人员心理契约内容、维度构成等,目的是找出汽车这一行业新生代销售人员更需要和重视哪一个维度的激励,以便根据实证结果提出对策建议,进而采取更明确的激励路径和激励措施提升激励效果。首先,通过理论学习和文献综述,界定了新生代人员的概念和特点,及新生代人员激励研究现状；其次,通过设计问卷、发放问卷及对问卷数据进行回收分析,验证汽车行业新生代销售人员心理契约维度类型,并进行多方面深入分析；最后,通过对实证结果进行深入分析,提出系统的激励管理策略。通过研究及实证分析,本文得到如下结论： (1)实证研究结果验证了汽车行业新生代销售人员的心理契约可以划分为交易维度、关系维度和发展维度三个维度。同时从重要性排列,关系型维度的重要性最高,发展型和交易型维度重要性相近,均比关系型维度低。从各维度细分组成项目来看,交易维度重要性排在前三位的项目是基本工资合理、绩效工资合理和工作环境舒适；关系型维度重要性排在前三位的项目是人际关系良好、信任尊重员工及公司注重团队合作；发展型维度重要性排在前三位的项目是公司提供培训学习、能岗匹配、晋升机制完善。因此,汽车销售公司要加强关系型维度方面的激励措施,并重视交易型维度和发展型维度中排在前几位的项目的激励。 (2)汽车行业新生代销售人员心理契约交易维度、关系维度和发展维度三个维度满意度调查中,关系型维度满意度高于发展型维度,发展型维度满意度高于交易型维度。从各维度细分组成项目的满意度来看,关系型维度满意度排在最后三位的项目是工作稳定有保障、公司沟通渠道完善良好、关心员工生活；发展型维度满意度排在最后三位的项目是对员工进行普通培训、注重员工职业发展、晋升机制完善；交易型维度满意度排在最高的项目是福利待遇更有吸引力、基本工资合理、薪酬福利公平。因此,汽车销售公司要重视满意度低的交易型维度各项内容,并重点加强各维度中满意度排在最后几位的项目内容。 (3)运用方差分析方法,本文分析了汽车行业新生代销售人员的学历、性别、出生年代、工作年限及职位五个方面对员工心理契约的影响。经分析,不同学历对心理契约关系维度存在显著差异,大专以下学历、大专学历、本科学历均值显著高于硕士及以上学历均值；其他方面对心理契约各维度的影响不存在显著差异。说明在汽车新生代销售人员中,除了不同学历的人对关系维度需求有差异外,所有人在心理契约各维度需求上不具有差异性,公司目前无需对这一人群进一步细分,无需采取更加细分的激励策略。根据上述研究,本文创新点主要可以归纳为两方面：专注对汽车行业销售人员中的“新生代”人员的激励机制和策略进行研究,以便使企业对这一逐渐成为主力军的人群更加了解,采取更有针对性的激励措施；从心理契约视角研究汽车行业销售人员激励问题,更符合新生代销售人员显性和隐性同时存在的激励需求,为汽车销售行业激励新生代销售人员提供一个新的激励视角和思路。
[Abstract]:In the era of knowledge economy, competition is increasingly fierce. How to keep healthy development in competition is the topic that enterprises have been exploring constantly. There are many measures to be taken. However, the development and management of human resources are the basic ways and means, and the important conditions for the survival and development of enterprises. The number and scale of the automobile industry in China have shown an astonishing growth rate. All the automobile brands are developing and competing in different subdivision markets. The sales staff play an important role in the growth of the company's performance. At present, most of the sales personnel are after 80 and the post-90s, with self-consciousness and independence. Thinking, the characteristics of high flow rate, how to truly meet their needs and take effective incentives to improve work performance is the problem that the automobile sales companies want to continue to develop rapidly and have the core competitiveness, and the relevant research in this field is also of great significance.
This paper, aiming at the new generation sales group of the new generation sales personnel in the automobile industry, explores the contents and dimensions of the psychological contract of the new generation of personnel from the perspective of psychological contract theory and through the empirical analysis. The purpose is to find out the motivation of the new generation sales personnel in this industry. According to the empirical results, we put forward the countermeasures and suggestions, and then adopt a more clear incentive path and incentive measures to improve the incentive effect. First, through theoretical study and literature review, it defines the concept and characteristics of the new generation of personnel, and the research status of the new generation of personnel incentive. Secondly, through the design questionnaire, the questionnaire and the questionnaire data are returned. In order to verify the psychological contract dimension type of the new generation sales personnel of the automobile industry, and carry on the in-depth analysis of many aspects. Finally, through the in-depth analysis of the empirical results, the system's incentive management strategy is put forward.
Through research and empirical analysis, the following conclusions can be drawn:
(1) the results of the empirical study verify that the psychological contract of the new generation sales personnel of the automobile industry can be divided into three dimensions, such as transaction dimension, relationship dimension and development dimension. At the same time, the importance of the relation dimension is the highest, the importance of the relationship dimension is the highest, and the importance of the development type and the transaction type is close, which is lower than the relational dimension. According to the project, the first three items of the transaction dimension are reasonable in basic wages, reasonable in performance and in work environment, and in the first three projects of relational dimension are good in interpersonal relationships, trust and respect for employees and the company's emphasis on team cooperation; the first three projects in the development dimension are the company. Providing training, learning, matching, and improving the promotion mechanism. Therefore, the auto sales company should strengthen the incentive measures of the relational dimension, and attach importance to the incentive of the first few projects in the transaction dimension and the development dimension.
(2) the psychological contract transaction dimension of the new generation sales personnel of the auto industry, the relationship dimension and the development dimension of the three dimension satisfaction survey, the relational dimension satisfaction is higher than the development dimension, the development dimension satisfaction is higher than the transaction dimension. From the degree of satisfaction of the components of each dimension, the degree of satisfaction of relational dimension ranks in the last three. The project is the work stability and the guarantee, the company communication channel is perfect, caring about the staff life; the last three projects of the development dimension satisfaction are the general training for the employees, the professional development of the employees, the perfect promotion mechanism, and the highest degree of satisfaction of the transaction dimension satisfaction, which is more attractive and basic. The salary is reasonable and the remuneration and welfare are fair. Therefore, the car sales company should attach importance to the content of the low degree of satisfaction of the transaction dimension, and focus on the content of the final number of the degree of satisfaction in each dimension.
(3) using the analysis of variance analysis, this paper analyzes the influence of five aspects of the diploma, sex, birth age, working life and position on the psychological contract of the employees of the new generation sales staff of the automobile industry. There is no significant difference in the influence of other aspects on the various dimensions of psychological contract. It shows that in the new generation of automobile sales personnel, there is no difference in the needs of the psychological contract, except for the differences in the demand for the relationship dimension between the different educated people, and the company does not need to enter this group at present. Step subdivision, no need to take a more subdivision of the incentive strategy.
According to the above research, the innovation point of this article can be summed up in two aspects: focus on the incentive mechanism and strategy of the "new generation" of the sales personnel of the automobile industry, so that the enterprise can know more about the people who gradually become the main force, take more targeted incentives, and study from the perspective of psychological contract. The incentive problem of the sales staff in the automobile industry is more in line with the explicit and implicit incentive demand of the new generation sales staff, and provides a new incentive perspective and ideas for the auto sales industry to motivate the new generation sales staff.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F426.471

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