BH公司营销激励体系构建研究

发布时间：2018-03-25 07:00

本文选题：管道设备制造业　切入点：营销激励体系　出处：《安徽大学》2015年硕士论文

【摘要】：目前,管道设备制造业进入市场成熟期,业内企业之间竞争加剧,企业利润下降,而市场营销在企业的生存和发展中起到越来越重要的作用。我国现有管道设备制造企业以中小企业为主,普遍存在营销人才忠诚度低、流失率高、工作不积极等问题,严重制约企业的发展,所以,对营销人员实施科学管理和有效激励,是管道设备制造企业人力资源管理的中心任务之一。企业需要通过有效激励,提升营销人员的整体素质和对企业的忠诚度,激发他们的工作积极性,从而提高企业的营销效率。基于营销激励在企业的重要意义,本文总结分析了国内外专家学者在营销激励的方面的研究进展,并对相关理论进行了评述；主要采用文献资料法和实证研究法,以管道设备制造企业BH公司为研究对象,通过查阅文献、问卷调查、座谈走访、统计分析等形式,调查分析了公司营销人员的组成结构以及公司薪酬福利、工作环境、个人成长、工作自主性等因素对他们的激励效果；指出了BH公司营销激励存在薪酬结构简单、制度化水平低、绩效考核不公、非物质激励匮乏等问题。结合这些存在的问题,论文根据激励体系设计必须遵守的原则,整合经典激励理论,构建了适合BH公司的营销激励模型,认为企业可以通过构建合理的薪酬体系、加强制度化建设、建立绩效考核机制、丰富非物质激励内容等措施实现对营销人员的有效激励。通过研究,本文发现科学把握营销人员的需要是实施科学激励的基础,对各种激励理论的深刻理解和有效整合是有效激励的有效途径,营销激励体系的构建必须同企业实际情况相结合才能产生最优的效果。总之,本文将国内外激励理论运用于传统的管道设备制造企业的营销人员的激励,以BH公司为对象,对企业原有的营销激励模式进行了改革创新,构建出了企业营销激励的新模型,希望为企业解决营销人员的激励问题提供一种可行的思路。
[Abstract]:At present, the pipeline equipment manufacturing industry has entered a mature period of market, competition among enterprises in the industry has intensified, and the profits of enterprises have declined. However, marketing plays a more and more important role in the survival and development of enterprises. The existing pipeline equipment manufacturing enterprises in our country are mainly small and medium-sized enterprises, which generally have problems such as low loyalty of marketing talents, high turnover rate, and not active work, etc. The development of enterprises is seriously restricted. Therefore, the implementation of scientific management and effective incentives for marketers is the center of human resources management in pipeline equipment manufacturing enterprises, Ren Wuzhi 1. Enterprises need to adopt effective incentives. To improve the overall quality and loyalty of marketing personnel, stimulate their work enthusiasm, so as to improve the marketing efficiency of enterprises, based on the importance of marketing incentives in enterprises, This paper summarizes and analyzes the research progress of domestic and foreign experts and scholars in marketing incentives, and reviews the relevant theories, mainly using literature and empirical research methods, taking BH Company, a pipeline equipment manufacturing enterprise, as the research object. Through consulting literature, questionnaire, interview, statistical analysis and other forms, the paper analyzes the structure of marketing personnel and the incentive effect of the company's salary and welfare, working environment, personal growth, job autonomy and so on. The paper points out that the marketing incentive of BH company has some problems, such as simple salary structure, low systematization level, unfair performance appraisal, lack of non-material incentive, and so on. Based on the classical incentive theory, the marketing incentive model suitable for BH company is constructed. It is considered that the enterprise can build a reasonable salary system, strengthen the institutionalization construction, and establish the performance appraisal mechanism. Through the research, it is found that scientific understanding of the needs of marketers is the basis of scientific incentive. A deep understanding and effective integration of various incentive theories is an effective way of effective incentive. The construction of marketing incentive system must be combined with the actual situation of the enterprise to produce the best effect. In this paper, the incentive theory at home and abroad is applied to the motivation of marketers in the traditional pipeline equipment manufacturing enterprises. Taking BH Company as the object, the original marketing incentive mode of the enterprises is reformed and innovated, and a new model of marketing incentive is constructed. Hope to provide a feasible way for enterprises to solve the incentive problem of marketing personnel.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F426.4

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