瑞士诺华公司是在业界中具有悠久历史和良好声誉的企业。作为行业中的领
跑者,研究和探讨瑞士诺华中国公司的销售人员的薪酬激励模式具有极强的现实
意义,对于瑞士诺华中国公司人力资源建设也具有一定的推动作用。因此本文选
择瑞士诺华中国公司为例,对现有的薪酬激励理论和薪酬激励状况进行分析和研
究,通过对存在问题进行分析,找出存在的原因,并进一步提出解决问题的方法
和对策。为瑞士诺华中国公司销售人员的薪酬激励具有有益的现实作用,对医药
行业中的其他企业也具有一定的借鉴意义。
本文在介绍薪酬激励相关理论的基础上,对瑞士诺华中国公司销售人员的薪
酬激励现状进行了深入的分析,根据分析结果,找出其中存在的问题,并提出相
对应的解决问题的方法和对策。全文一共分为六个部分:第一部分为绪论,介绍
了本文的研究背景、研究目的及意义、研究思路、研究方法、国内外研究现状和
可能的创新点。第二部分为理论概述,系统的回顾了薪酬激励的相关理论。第三
部分为我国药品销售人员薪酬激励现状分析,找出其中存在的问题,并分析产生
问题的原因。第四部分为完善我国药品销售人员薪酬激励的对策和建议,第五部
分为案例研究,针对瑞士诺华中国公司的实际状况,对销售人员的激励现状进行
深入的分析,并提出相应的对策和改进的建议。最后对本文研究的不足进行了说
明,并对这一问题今后的研究方向进行了展望。
关键字:瑞士诺华制药;销售人员;薪酬激励
Abstract
As China,s pharmaceutical industry continues to mature , more and more
multinational pharmaceutical companies into the Chinese market,the pharmaceutical
market competition is becoming increasingly fierce . In the 1990s, our country's
pharmaceutical marketing model has undergone major changes,more and more
pharmaceutical companies marketing drugs directly to hospitals and pharmaciesThis
marketing activity is for the enterprise marketing and sales staff fs ability to put
forward new demands. Today,with the production of pharmaceutical products and
pharmaceutical products homogenization of excess capacity , pharmaceutical
companies to maintain market share and increase or decrease more and more
dependent on the corporate sales staff,but the general view,whether it is large
multinational company or a small to medium sized pharmaceutical companies
mainland,there are more or less the concept of human resource management and
incentive system lag is not perfect, so that the construction of the sales personnel and
salary incentives, there are many problems . With the increasingly fierce competition
in the pharmaceutical market,the importance of enterprise talent becomes
self-evident. This incentive pay for the sales staff with a strong theoretical studies and
practical significance . Hope this theory from the existing research on the basis of
previous research to develop a new perspective,to establish a scientific pay
incentives for the pharmaceutical company's sales force incentive.
Novartis is in the industry with a long history and good reputation of the
enterprise. As the industry leader, study and explore the Chinese vaccine company
Novartis sales staff remuneration incentive model has a strong practical significance
for the Chinese vaccine company Novartis building of human resources also has a
certain role in promoting. This article Select Novartis China vaccine company, for
example, the existing incentive compensation and incentive pay status of theoretical
analysis and research, through the analysis of existing problems, find out the reason
for the existence and further propose solutions to the problems and countermeasures .
For the Chinese vaccine company Novartis sales staff incentive pay to have beneficial
reality effect on other companies in the pharmaceutical industry also has a certain
significance.
This paper introduces the theory of incentive pay based on the Chinese vaccine
company Novartis sales staff incentive pay-depth analysis of the current situation,
according to the results of the analysis to identify the existing problems and propose
the corresponding solutions to the problem and countermeasures. Full total is divided
into six parts: The first part is an introduction, describes the research background,
purpose and significance, research ideas, research methods, research status and
possible innovations. The second part is divided into theoretical overview, systematic
review of the relevant theories of incentive pay. The third part of pharmaceutical sales
staff incentive pay status analysis, to identify the existing problems, and analyze the
cause of the problem. The fourth part is the perfect incentive pay of drug sales staff
countermeasures and suggestions, the fifth part of the case studies for Novartis
China's actual situation,the sales staff incentive-depth analysis of the current situation
and put forward corresponding countermeasures and improvements recommendations.
Finally,the lack of this study are described, and the issue of future research directions
are discussed.
Key words: Novartis Vaccines Chinese company; sales staff ; incentive
compensation
第一章绪论
一、研究背景
中国自2001年加入WTO组织后,越来越多的跨国公司进入到内地市场,客
观上推进了中国经济的快速发展和腾飞,同时也促进了中国内地企业的迅速成
长,同时也带来了更加激烈的竞争和挑战。
怎么样才能够在竞争越来越白热化的市场中占得自己的一席之地在当今
知识经济占主导地位的时代,各个企业间的竞争已经逐步演化成企业中优秀人才
的竞争。如何培养人才、激励人才、留住人才成为各企业生存与发展的重要必修
课。越来越多的企业把员工素质的开发和管理看做是企业发展的巨大动力。在日
趋增长的市场份额中如何分得一杯羹企业的营销人员就显得尤为重要。因为无
论是生产何种产品的企业,其生产的根本目的就是希望将产品销售出去,转化为
企业发展所需的利润和价值,从而实现企业不断发展扩大的目标。而如何把企业
的产品销售出去,企业的销售人员至关重要。企业如果没有出众的销售队伍和良
好的销售渠道,生产出来的产品根本无法进入市场。此外,随着时代的不断进步
和科技水平的不断提高,很多行业的产品寿命变短,而生产能力又过剩,这就加
剧了企业间的竞争,企业需要面对不断变化的环境和来自环境的挑战,企业的销
售人员则是企业面对外部环境的形象,是企业生存和发展的重要一环。
我国的药品营销模式在上世纪90年代发生了重大变革,越来越多的制药企
业的药品营销活动直接进入到医院和药店。这种营销活动就对于企业的营销方式
和销售人员的能力提出新的要求。在今天,随着医药产品生产同质化和医药产品
生产能力过剩,医药企业的产品市场份额的维护和增减越来越多的依赖于企业的
销售人员,但是,总的看来,无论是大型的跨国公司还是内地的中小型制药公
司,都或多或少的存在着人力资源管理观念的滞后和激励体制的不健全,使得在
销售人才队伍的建设和薪酬激励方面存在着很多问题。
本文所探讨的瑞士诺华公司是在业界中具有悠久历史和良好声誉的企业。作
为行业中的领跑者,研究和探讨瑞士诺华中国公司的销售人员的薪酬激励模式具
有极强的现实意义,对于瑞士诺华中国公司人力资源建设也具有一定的推动作
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