KFYB公司销售人员薪酬激励策略研究

发布时间：2018-05-28 02:14

本文选题：销售人员 + 薪酬　；参考：《天津商业大学》2017年硕士论文

【摘要】：销售是企业经营中的关键环节,销售人员的工作成果直接实现公司产品在市场上的价值、对企业占领市场的比例起到直接影响。其实,企业之间的竞争从本质上来说就是对市场中人才的争夺,然而目前中小企业大多存在着销售人员流动性高和效率低等问题。因此如何有效的激励销售人员,充分调动其积极性与主观能动性是众多企业必须面对的问题。在众多激励方式中,薪酬激励是最为直接有效的手段。科学合理的薪酬激励策略,可以有效解决销售人员的留用问题,提升其工作积极性,从而扩大企业销售业绩,提升企业竞争力。本文主要研究的KFYB公司是开封仪表有限公司(原开封仪表厂)创建于1958年,是原机械工业部直属重点企业,随着时代的发展,企业经过多次改制,以转化为私有制企业,而公司由于现有管理人员观念相对陈旧,对于企业管理体制的建设十分疏忽,体制的不健全,直接影响了部分销售人员的工作积极性,现代社会随着经济的发展,外资企业对于本行业的冲击严重,大量销售人员流失,或者消极怠工对于企业的打击不容小觑,这直接影响到了中小型民营企业的的市场竞争,根据销售人员的特点,制定出相对科学的销售人员激励策略,用来激发销售人员的工作创造力、工作激情以及工作忠诚度,是关系到企业良性发展的重要问题,本文主要针对本公司销售人员薪酬激励策略问题,通过文献资料法、问卷调查法,访谈法和案例分析法对KFYB公司销售人员薪酬激励体系现状进行诊断。研究得出:目前KFYB公司销售人员数量约占公司员工总数的30%,由于公司在长期发展中重视技术生产忽视了销售人员培养激励,销售人员薪酬构成简单,效绩薪酬设计缺少公平性、激励性,导致销售人员流失严重,对薪酬较为不满。结合薪酬激励相关理论,根据公平性、激励性、竞争性等原则以及该公司的具体情况,提出了相对应的改进方案,制定出更具科学性、针对性和有效性的薪酬激励体系。本文属于特定案例的实证研究,研究成果不具备广泛代表性,但能为其他同行业企业提供一定的参考。
[Abstract]:Sales is the key link in enterprise management. The work achievement of sales personnel directly realizes the value of the company's products in the market and has a direct impact on the proportion of enterprises occupying the market. In fact, the competition among enterprises is essentially the competition for talents in the market. However, at present, most of the small and medium-sized enterprises have problems such as high mobility and low efficiency of sales personnel. Therefore, how to motivate salespeople effectively and fully arouse their enthusiasm and initiative is a problem that many enterprises must face. In many incentive ways, salary incentive is the most direct and effective means. Scientific and reasonable salary incentive strategy can effectively solve the problem of retention of sales personnel, enhance their enthusiasm for work, so as to expand the sales performance of enterprises and enhance the competitiveness of enterprises. The KFYB Company, which is mainly studied in this paper, was founded in 1958 by Kaifeng Instrumentation Co., Ltd. (formerly Kaifeng instrument Factory). It is a key enterprise directly under the Ministry of Mechanical Industry. With the development of the times, the enterprise has been reformed many times in order to transform it into a private ownership enterprise. However, due to the relatively old concept of the existing management personnel, the company is very negligent about the construction of the enterprise management system, and the system is not perfect, which directly affects the enthusiasm of some sales personnel. With the development of the economy, the modern society is developing with the development of the economy. The impact of foreign-funded enterprises on the industry is serious, and a large number of sales personnel are lost, or the blow to enterprises cannot be underestimated. This has directly affected the market competition of small and medium-sized private enterprises, according to the characteristics of sales personnel. To develop a relatively scientific incentive strategy for salespeople to stimulate their work creativity, work passion and work loyalty is an important issue related to the healthy development of enterprises. This article mainly aims at the question of the salary incentive strategy of the salesperson of our company, through the literature method, the questionnaire method, the interview method and the case analysis method, carries on the diagnosis to the KFYB company salesperson salary incentive system present situation. The results show that: at present, the number of sales personnel in KFYB company accounts for about 30% of the total number of employees in the company. Because the company attaches importance to technology production in the long-term development and neglects the training incentive of sales personnel, the salary structure of sales personnel is simple, and the design of performance compensation is lack of fairness. Incentive, resulting in a serious loss of sales personnel, more dissatisfaction with the pay. Based on the theory of compensation incentive, according to the principles of fairness, incentive, competition and the specific situation of the company, the corresponding improvement scheme is put forward, and a more scientific, targeted and effective salary incentive system is developed. This paper is an empirical study of specific cases, the research results are not widely representative, but can provide some reference for other enterprises in the same industry.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.46;F272.92

【参考文献】