华星行公司成立于 2013 年 7 月，是一家梅赛德斯-奔驰 4S 店。由于缺乏完
善的汽车销售人员薪酬体系，其汽车销售人员的流动性大，稳定性较差。本文
结合需求层次理论、人性假设的 Y 理论、公平理论等与薪酬激励相关的理论，
运用访谈法和问卷调查法对华星行公司现行的汽车销售人员薪酬体系进行了分
析。笔者发现，华星行公司现行的汽车销售人员薪酬体系存在的主要问题有：
基本工资与可变薪酬比例设置失当、销售目标设定不合理、薪酬考核方式单一、
忽视非经济性报酬。
为解决前述问题、完善华星行公司汽车销售人员的薪酬体系，笔者在明确
薪酬战略、充分调研同行业薪酬水平、设定合理的岗位等级标准的基础上，不
但设计了具有足够激励性的直接薪酬优化方案，还补充了灵活多样的间接薪酬
优化方案。其中，直接薪酬优化方案主要包括：从基础工资及整车销售提成比
例优化设计、增值业务绩效考核优化设计和客户满意度考核；间接薪酬优化方
案主要包括：带薪年假、员工购车补助等措施。
同时，为保障笔者重置的汽车销售人员薪酬体系优化方案能够得到切实有
效的运行，本文还提出了四项保障措施：以公司领导充分重视为前提，以良好的
企业文化为支撑，以科学、规范的人力资源管理制度为保障，并结合企业实
际经营业绩进行合理的调整。
关键词：
4S 店、薪酬体系、销售人员、优化
III
Abstract
Research on the Salers’ Salary System for Huaxinghang Company
Currently the major automobile sales model in China is 4S shop mode, a
specific vehicles seller, which is commissioned by the automobile producers to sell
the vehicles.4S shop mainly supply the auto parts, provide after-market service,
messages feedback. The major profit sector for the 4S shop is to provide after-sales
service for the sold cars. Thus, the number of car sales determines the profit situation
of the 4S shop. However, in order to increase the market share, the automobile
producers keep on increasing the number of the commissioned sales companies,
which cause a more tense competition between the 4S shops. It is not exaggerate to
say that excellent 4S shop sales staff is vital to the survival and development of the
4S shop, how to attract and retain excellent car sales staff is an important issue for the
4S shop to face up with.
Huaxinghang Company was founded in July 2013, which is a Mercedes - Benz
4S shop. Due to lack of proper car sales staff salary management system, the liquidity
of the car sales staff is quite frequent; the stability of the car sales staff is poor. In this
essay, the writer use the Y theory, equity theory ,hierarchy of needs theory, human
assumptions and the other theories, associated with the use of the interviews and
questionnaires methods to analyze the Huaxinghang Company 's existing car sales
staff salary management system. The author found out that the main problems of the
Huaxinghang Company 's existing car sales staff salary management system
including: the basic salary and variable pay ratio is improperly set, the sales target is
unreasonable , the assessment methods are simple, ignoring the non-economic
rewards.In order to solve the problems mentioned above, improve the salary management
system of the Huaxinghang Company , the author explicit the salary strategies,
investigate the pay levels among some 4S shops, setting reasonable standards, after
all the jobs done, the writer not only design some direct salary optimization proposals
with sufficient incentives but also add some flexible indirect optimization programs.
Among them, the direct remuneration optimization programs include: optimized
design from the basic salary and commission percentage of vehicle sales, value-added
services optimize design and performance evaluation of customers’ satisfaction
assessments; indirect remuneration optimization programs include: paid leave,
employee car allowance and other measures.
Meanwhile, in order to make the reset of the car sales staff ’salary management
system optimization programs can be effectively run, this paper proposes four
safeguards: the company manager’s full attention, the well cultural environment, the
scientific and standardized system, combined with the adjustments which is decided
by the actual results of the companies’ situation.
Keywords：
4S shops, salary system, sales personnel, optimize.
第 1 章 绪 论
1.1 研究背景
2013 年，全球经济持续低迷，为应对暗淡的外部环境，中国相应的推进了
自身的经济结构调整，中国汽车产业作为经济链条中的一环，也受到了整体经
济形势的深刻影响。此外，能源紧缺、环境保护、产能过剩、城市交通拥堵等
因素也制约着中国汽车产业的进一步发展。在历经十年的快速发展黄金时代后，
中国的汽车产业正由高速增长向低速平稳增长转变，汽车相关企业也转而由成
本驱动向效率和创新驱动转变。
尽管我国汽车产业的发展态势放缓，但其总体销售数量依然令人侧目。中
国汽车工业协会的统计数据显示，中国汽车 2013 年的销售数量已经超过 2000
万辆，连续五年位居世界第一，相较于 2012 年，同比增长了 13.87%。中国汽车
工业协会分析预测：2014 年度我国汽车需求量仍会持续增加，汽车销售量仍持
攀升态势。事实证明，中国汽车工业协会的预测是合理的。据统计数据显示，
截止到 2014 年 7 月 31 日，我国家用汽车的销售数量已经超过了 1000 万辆，同
比增长 11 个百分点。
我国家用汽车销售数量虽然惊人，但分割汽车销售市场份额的生产者数量
也不容小觑：我国汽车销售市场上常见的家用汽车品牌多达四十余种！目前，我
国汽车销售模式包括汽车超市、网上销售、汽车市场等，但主要的汽车销售模
式是“4S 店”模式，即汽车生产者委托特定的汽车销售者销售车辆、供应汽车零
部件、对售出的汽车提供售后服务、为汽车生产者反馈信息。面对残酷的市场
竞争，为了提高市场占有率，汽车生产者不断增加委托销售者的数量，这使得
4S 店之间的竞争日趋炽烈。
华星行公司成立于 2013 年 7 月，是一家梅赛德斯-奔驰 4S 店，主营业务为
奔驰品牌汽车、汽车原装零部件、汽车美容装饰用品销售，售后服务，专业的
二手车置换。作为一家高端品牌的汽车 4S 店，华星行公司要求供职于此的汽车
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