BT公司销售人员薪酬激励研究

发布时间：2018-08-20 13:46

【摘要】：2016年4月李克强总理在国务院常务会议上确定了深化“医改”重点,2017年4月8日北京市医院医疗信息系统切换成功,推进了药品阳光采购工作的顺利进行。医疗改革后,一些小型企业面临被大型企业收购或难以生存转做其他行业风险,市场重新洗牌后现存的企业之间竞争变得更为激烈,而其背后是企业人力资本之间的竞争。目前医疗行业销售人员技巧和营销模式趋于老化,各企业需要引进掌握最新技术的专业销售人才或对现有销售人才进行培训,以顺应企业经营模式的发展变化。销售人员的高效运作及产出,不仅能够加速企业实现其经营战略目标,而且也是促进企业自身快速发展、迅速扩大市场份额和企业健康持续发展的强有力保障。因此,激励并留住优秀的销售人员对企业自身健康发展至关重要,而薪酬激励则是最为直接高效的一种方式。本文选取BT体外诊断营销公司为研究对象,通过分析BT公司销售人员的激励性薪酬现状,剖析BT公司现有薪酬激励体系存在的问题,在此基础上对BT公司销售人员薪酬激励模式再设计,以期最大程度地提升BT公司的市场竞争力,顺利实现该公司战略目标。本文在通过深入梳理国内外现有的关于医疗行业销售人员薪酬激励的相关文献,发现已有研究大多从单一角度对其进行分析,不能满足新型市场的销售人员激励需求。本文根据“医改”后市场需求及变化,在对BT公司现有的薪酬激励现状进行调研分析的基础上,探索BT公司销售人员薪酬激励体系中存在的问题,通过对BT公司销售人员现有薪酬激励体系再设计,激发销售人员的潜在动力和工作激情,达到提升BT公司市场竞争力的目的。
[Abstract]:In April 2016, Prime Minister Li Keqiang decided to deepen the "medical reform" at an executive meeting of the State Council. On April 8, 2017, the Beijing hospital medical information system switched successfully, which pushed forward the smooth progress of the procurement of medicine sunshine. After the health care reform, some small enterprises face the risk of being acquired by large enterprises or being difficult to survive and switch to other industries. After reshuffling the market, the competition among existing enterprises becomes more intense, and behind it is the competition between human capital of enterprises. At present, the skills and marketing model of sales personnel in medical profession tend to be aging, so all enterprises need to introduce professional sales personnel who master the latest technology or train the existing sales personnel in order to adapt to the development and change of business model. The efficient operation and output of sales personnel can not only accelerate the enterprises to achieve their strategic objectives, but also promote the rapid development of enterprises themselves, rapidly expand the market share and the healthy and sustainable development of enterprises. Therefore, encouraging and retaining excellent salespeople is very important to the healthy development of enterprises, and salary incentive is the most direct and efficient way. This article selects BT in vitro diagnosis marketing company as the research object, through the analysis BT company salesperson's incentive salary present situation, analyzes the BT company present compensation incentive system existence question. On this basis, the paper redesigns the compensation incentive model of BT Company's sales personnel in order to promote the market competitiveness of BT Company and realize the strategic goal of BT Company. In this paper, through the in-depth review of the existing domestic and foreign literature on the salary incentive of sales personnel in the medical industry, it is found that most of the previous studies have analyzed it from a single angle, and can not meet the demand for incentive of sales personnel in the new market. According to the market demand and changes after the "Medical Reform", this paper, based on the investigation and analysis of the current situation of compensation incentive in BT Company, explores the problems existing in the compensation incentive system of the salespeople of BT Company. Through the redesign of the current salary incentive system of BT Company, the potential motivation and work passion of the salespeople are stimulated, and the purpose of improving the market competitiveness of BT Company is achieved.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92;F721

【参考文献】