紧缩性政策背景下房地产销售人员离职意向研究

发布时间：2018-01-11 20:01

本文关键词：紧缩性政策背景下房地产销售人员离职意向研究　出处：《浙江财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：2010年10月以来，旨在为房地产市场“降温”的宏观调控政策陆续出台，此后以抑制投机需求、限制贷款等为目标的房地产宏观调控不断深入，特别是限购令的出台标志着楼市进入了数量调控阶段。在这一特殊时期，公众的目光主要放在了房地产开发企业和购房者身上，在房地产销售人员身上则少有停留。实际上，这一系列紧缩性调控政策给房地产销售人员带来了很大的影响。在紧缩性政策的影响下，房地产企业的销售量必然有所下降，贷款难度增加，资金链紧张，此时房地产销售人员的离职对企业来说无疑是雪上加霜。因此，探索紧缩性政策背景下房地产销售人员离职意向影响因素，，为房地产企业提供有针对性的建议和策略，对房地产企业健康发展以及降低其销售人员离职率有重要意义。鉴于此，本研究以杭州市房地产销售人员为例，力求探索紧缩性政策下影响房地产销售人员离职意向的因素。以往关于房地产员工离职意向影响因素的研究大多使用案例研究法针对某一企业或者某一类企业进行的定性研究，研究结果的适用性受到极大的局限性。与以往研究不同，本文使用文献研究、扎根理论与统计分析相结合的方式探索房地产销售人员的离职意向，三种研究方法的结合使研究结果更加精准、可靠。本文首先对调控政策、离职意向与房地产员工离职相关文献进行了综述，进而通过扎根理论方法探索了紧缩性政策背景下房地产销售人员离职意向影响因素，提取出了主范畴，并且描述了主范畴之间的关系结构，然后通过文献研究探究了影响因素对房地产销售人员离职意向的作用机理，并且结合扎根理论研究结果构建了影响房地产销售人员离职意向理论模型。模型中影响因素主要包括三个维度（组织因素、个人因素、外部环境因素）八个变量（企业文化、薪酬与发展、企业管理机制与发展、工作因素、家庭因素、个体因素、就业机会以及离职成本），模型中还包括紧缩性政策认知这一调节变量，它对自变量与因变量之间的关系有调节作用。接下来本研究通过问卷形式针对房地产销售人员搜集数据，再运用描述性统计分析、因子分析、方差分析、回归分析等方法处理数据，对模型进行验证。最终验证结果如下：第一，性别、婚姻状况、年龄、文化程度对房地产销售人员离职意向的影响没有显著性差异，这可能与员工类型（房地产销售人员）或者样本数量太少等因素有关。工作年限对离职意向的影响有显著性差别，拥有3-5年工作年限的房地产销售人员离职意向最高，有1-3年与一年以下的销售人员离职意向比拥有5年以上工作年限的销售人员离职意向高。第二，性别、婚姻状况、文化程度对紧缩性政策认知的影响没有显著性差别，但是年龄与工作年限对紧缩性政策认知的影响有显著性差别，年龄越大、工作年限越长的房地产销售人员对紧缩性政策的认知越高。第三，企业文化、薪酬与发展、企业管理机制与发展、工作因素、就业机会、离职成本、家庭因素、个体因素均对房地产销售人员离职意向有显著性影响。第四，紧缩性政策认知对房地产销售人员离职意向没有显著影响，但是它对企业文化、工作因素、就业机会、离职成本与房地产销售人员离职意向之间关系具有显著的调节效应。对于低紧缩性政策认知群体，企业文化、薪酬与发展、企业管理机制与发展、工作因素、就业机会、离职成本、家庭因素以及个体因素均对房地产销售人员离职意向有显著性影响。而对于高紧缩性政策认知群体，薪酬与发展、企业发展与家庭因素、个体因素对其离职意向有显著性影响，但是企业文化、工作因素、就业机会和离职成本对离职意向影响不再显著。最后，本文根据研究结论为房地产企业提出了降低销售人员离职意向的五点管理建议：第一，营造良好的企业文化；第二，建立科学的房地产销售人员薪酬与发展制度；第三，加强企业在公平、发展以及管理机制方面的管理；第四，制定合理的销售人员工作任务以及创造良好的工作条件；第五，根据不同特点的销售人员制定不同的员工保持策略。
[Abstract]:Since October 2010, aimed at the real estate market "down" macro-control policies, then to curb speculative demand, limiting loans as the goal of macro-control of real estate development, especially the introduction of the purchase order marks the market has entered a number of regulatory stages. In this special period, mainly in the eyes of the public in the real estate development companies and buyers who, in the real estate sales staff who rarely stay. In fact, this series of tight control policy has brought great influence to the real estate sales staff. In the influence of tight policy, real estate sales will decline, increasing the difficulty of loan at this time, capital chain tension, turnover of real estate sales staff of enterprises is undoubtedly one disaster after another. Therefore, exploring the austerity policy background of real estate sales staff turnover intention influencing factors for The real estate enterprises provide pertinent suggestions and strategies, which are of great significance to the healthy development of the real estate enterprises and to reduce the turnover rate of their sales staff.
In view of this, the research on Hangzhou City real estate sales as an example, affecting the real estate sales staff in order to explore the austerity policy factors of turnover intention. The previous qualitative research about the real estate turnover study on the influential factors of most of the use of the method of case study for a business or a business, applied research the results have great limitations. Different from previous studies, the use of literature research this paper, explore the real estate sales staff turnover intention of grounded theory and statistical analysis method of combining the three methods combined to make the results more accurate and reliable.
Firstly, control policies, turnover intention and turnover of real estate related literature are reviewed, and then by the method of grounded theory to explore the factors influencing the turnover intention of tightening policy background of real estate sales staff, extracted the main category, and describes the relationship between the structure of the main category, and then through the literature research exploring the impact mechanism the factors of the real estate sales staff turnover intention, and the combination of grounded theory research results we established the impact of real estate sales staff turnover intention model. Influence factors in the model mainly includes three dimensions (organizational factors, personal factors, external environmental factors) of eight variables (corporate culture, salary and development, enterprise management mechanism and development work, factors, family factors, individual factors, employment opportunities and turnover costs), the model also includes a tightening of policy Cognition Adjustment The amount of it, independent and dependent variable relationship between the regulatory role. Then this research through the questionnaire form for the real estate sales staff to collect data, using descriptive statistical analysis, factor analysis, variance analysis, regression analysis and other methods of processing data, to verify the model. The final results are as follows:
First, gender, marital status, age, there is no significant difference between the effect of education level on real estate sales staff turnover intention, which may be related to employee type (real estate sales) or the number of samples is not enough and so on. Work experience had significant differences influence on turnover intention, with 3-5 years of work experience of the real real estate sales staff turnover intention is highest, 1-3 years and one year following the sales staff turnover intention than with more than 5 years working experience of sales staff turnover intention.
Second, gender, marital status, does not significantly affect the cognitive degree of education on austerity policy, but the effect of age and work experience cognition of the austerity policy has significant difference, age, longer working life of the real estate sales staff on the tightening of policy cognition is higher.
Third, corporate culture, salary and development, business management mechanism and development, job factors, employment opportunities, turnover costs, family factors and individual factors all have a significant impact on turnover intention of real estate salesmen.
Fourth, tightening of policy cognition to real estate sales staff turnover intention but it had no significant effect on corporate culture, job factors, employment opportunities, turnover and cost of real estate sales turnover intention relationship has significant moderating effect. For the low tightening policy cognition group, corporate culture, salary and development, enterprise management the mechanism and development, job factors, employment opportunities, turnover cost, family factors and individual factors have a significant impact on the real estate sales staff turnover intention. And for high austerity policy cognition group, compensation and development, enterprise development and family factors, individual factors have significant influence on the turnover intention, but the enterprise culture work, factors, employment opportunities and the cost of turnover is no longer significant on the turnover intention.
Finally, according to the conclusion of the study for the real estate enterprises put forward five suggestions to reduce turnover intention management sales: first, create a good corporate culture; second, the establishment of real estate sales personnel salary system and the development of science; third, strengthen enterprises in a fair, development and management mechanism of the management; fourth, sales staff task reasonable and create good working conditions; fifth, according to the different characteristics of the sales staff to develop different employee retention strategies.

【学位授予单位】：浙江财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F272.92

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