XG公司销售人员激励措施优化设计

发布时间：2018-07-28 18:07

【摘要】：信息技术的迅猛发展使得企业经营环境的不确定性明显增强，销售人员在满足消费者需求、实现产品价值等方面的作用不断提升。在激烈的市场竞争面前，企业竞争优势构建在于形成吸引和保留客户的能力。当前，绝大多数生产制造企业需要依靠销售人员来实现业绩指标和战略目标，作为消费者与企业沟通桥梁的销售人员自然就成为了决定企业能否持续、健康成长的关键。因此，能否拥有一支驾驭市场、积极主动的销售人员队伍，最大程度激发其工作潜能，成为了企业人力资源管理工作的一项重要挑战。本文在文献研究的基础上，运用内容型理论、过程型激励理论及行为矫正理论的基本原理，首先分析了行业销售人员的内涵、职业特点，明确了全文研究的主要内容和思路；其次，从薪酬、福利、绩效考核及职业生涯管理四个方面介绍了XG公司当前针对销售人员所采取的激励措施，为了进一步了解这些措施的效果特别是存在的问题，特设计了针对销售人员激励措施调研问卷，，并根据调研问卷的结果发现了该公司存在着销售人员薪酬福利激励缺乏吸引力、激励手段较为单一、激励方案缺乏层次性及激励机制缺乏长期效应等问题；然后，文章分析了这些问题产生的原因，并对XG公司销售人员激励措施方案进行优化设计，具体包括以固定工资加绩效工资为主的直接薪酬激励，以固定福利项目加自助福利项目为主的间接薪酬激励，销售人员职业生涯发展激励、培训激励以及荣誉、参与激励；最后，为确保XG公司销售人员激励方案的顺利实施，文章提出了绩效考核、管理制度、领导团队和企业文化四个方面的保障措施。销售人员的激励历来是企业人力资源管理的一项重要工作，也是企业营销管理所面临的重要课题。本文通过对XG公司销售人员激励方案的优化设计，旨在提升营销人员的工作积极性和创造性，从而有助于市场份额的稳步提高，最终实现其战略目标。此外，由于XG公司在销售人员激励方面存在的问题具有一定的代表性，因此本文的研究成果也可能为其他同行业企业提供一定的参考，帮助其更好地开展销售人员激励工作。
[Abstract]:With the rapid development of information technology, the uncertainty of business environment is obviously enhanced, and the role of sales personnel in meeting the needs of consumers and realizing the value of products is constantly improved. In the face of fierce market competition, the competitive advantage of enterprises is to form the ability to attract and retain customers. At present, most manufacturing enterprises need to rely on sales personnel to achieve performance indicators and strategic objectives. As a bridge between consumers and enterprises, sales personnel naturally become the key to the sustainable and healthy growth of enterprises. Therefore, it is an important challenge for enterprise human resources management to have a team of active salesmen to control the market and stimulate their working potential to the greatest extent. On the basis of literature research, this paper applies the basic principles of content-based theory, process-based motivation theory and behavior correction theory. Firstly, it analyzes the connotation and professional characteristics of the salespeople in the industry, and clarifies the main contents and ideas of the full-text research. Secondly, from four aspects of compensation, welfare, performance appraisal and career management, the paper introduces the incentive measures that XG currently takes for sales personnel, in order to further understand the effects of these measures, especially the existing problems. According to the results of the questionnaire, it is found that there is a lack of attraction of compensation and welfare incentives for salespeople in the company, and the incentive means are relatively simple. Then, the paper analyzes the causes of these problems, and optimizes the design of incentive schemes for the sales staff of XG Company. It includes direct salary incentive based on fixed salary and performance salary, indirect salary incentive based on fixed welfare project and self-help welfare project, career development incentive, training incentive and honor incentive of sales personnel, and participation incentive. Finally, in order to ensure the smooth implementation of the incentive scheme for sales personnel of XG Company, the paper puts forward four aspects of guarantee measures: performance appraisal, management system, leadership team and corporate culture. The motivation of sales personnel has always been an important task of enterprise human resource management, and also an important subject of enterprise marketing management. Through the optimization design of incentive scheme for sales staff of XG Company, this paper aims to promote the enthusiasm and creativity of the marketing personnel, thus help the steady increase of the market share and finally realize its strategic goal. In addition, because XG company has some representative problems in the incentive of sales personnel, the research results of this paper may also provide some reference for other enterprises in the same industry, and help them to better carry out the incentive work of sales personnel.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F426.31

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