因此，对 ZM 勘测公司的营销人员进行激励现状的探讨和研究，对提升整个 ZM
勘测公司的营销业务量，提高 ZM 勘测公司的市场占有率，最终促进 ZM 勘测公
司的快速稳步发展有着非常重要的意义
本文以 ZM 勘测公司为研究案例，对 ZM 勘测公司营销人员激励体系深入研
究，本文的研究内容包括五个部分：第一，对本文的研究背景和研究意义进行了
介绍，进一步的综述了当前国内外文献对营销人员有关激励的问题研究进行了综
述和评述，并进一步的表明了本文的创新之处；第二，对本文研究过程中可能涉
及到的和激励有关的理论，特别是现代的激励理论都列明并进行了分析；第三，
以 ZM 勘测公司为切入点，研究 ZM 勘测公司发展现状和营销人员的情况，深入
的剖析了 ZM 勘测公司对营销人员实行的激励体系情况，借用调查问卷搜集 ZM
勘测公司的营销人员对 ZM 勘测公司实行的激励体系的评价；第四，文章分析了
ZM 勘测公司在对营销人员实行激励体系时的问题所在，并进一步的分析了问题
产生的原因；第五，通过对上述问题的分析以及原因的查找，本文的最后提出了
从四个方面出发，对 ZM 勘测公司营销人员的激励体系进行了有针对性的、科学
的、可操作性强的激励体系的重新构建，对 ZM 勘测公司对营销人员实行激励有
着重要的借鉴意义
关键词：勘测公司,营销人员,激励机制II
ABSTRACT
Survey of industry of our country has been developing very fast, and very broad
prospects for the industry, the rapid rise of surveying company, and the company
entered the external investigation, the survey of domestic companies has brought
serious challenges. The employee is the core of an enterprise resource, only the
potential employees can bring competitiveness for the enterprise, it can create great
value for the enterprise, realize the value of the company, reflects the staff&39;s personal
values, to achieve the company&39;s development goals, employees realize self
development, the enterprise development speed is very breathtaking how to let
employees work, passion, will inspire employees to carry out business enthusiasm,
promote enterprise personnel and maximize the efficiency, maximize the value of the
company, to maintain the normal operation of the company, every enterprise is need to
consider the issue. The survey company in the face of fierce competition in
international and domestic situation, the need for more effective incentives to the
marketing staff, how to motivate the sales personnel, a survey company&39;s further
development, the development survey of industry, which is the focus of many scholars
and business managers to focus on the. ZM survey companies in the survey industry
has a certain size and status, but still exist in the company marketing personnel
incentive phenomenon exists, there is a more serious incentive problems. Therefore,
the incentive status of the study and research of ZM company&39;s marketing staff survey,
grasp the incentive problem of marketing personnel, marketing to improve the whole
ZM business survey company, improve the company&39;s market share of ZM survey,
and ultimately achieve the rapid development of ZM and the company has a very
important significance.
Based on the survey of ZM company as a case study, combining quantitative and
qualitative methods by using these two methods, a series of problems in the current
marketing personnel incentive ZM exploration company exists in the course of
implementation of the incentive system to carry on the empirical research, the
research content of this thesis includes five parts: firstly, the research background of
this thesis and the research significance are introduced, further summarized the
research literatures at home and abroad to the marketing personnel incentive are
summarized and reviewed, and further shows that the innovation of this thesis;III
secondly, the chapter may be involved in the process of this study and incentive
related theories, especially the modern incentive theory one out and analyzed; then,
the ZM survey as the starting point, the research of ZM survey and development
status of company and marketing staff, Shenzhen In the analysis of the incentive
system of ZM company survey on marketing personnel to implement the evaluation
questionnaire survey to collect ZM use company&39;s marketing staff of the ZM survey
company to implement the incentive system; then, based on the analysis of the ZM
company in the survey of marketing staff to implement the incentive system of the
problem, and further analyzes the causes of problems which, through the analysis of
problems and reasons of the search, in the end, this thesis put forward from four
aspects, the ZM exploration company marketing personnel incentive system targeted
for the scientific re build operability and incentive system, has an important reference
significance to the ZM survey the company implements the incentive of marketing
personnel.
KEYWORDS:Survey company,Marketing personnel,Incentive strategyIV
目 录
第 1 章 绪论....1
1.1 选题背景......1
1.2 国内外研究现状.......2
1.2.1 国外研究现状...........2
1.2.2 国内研究现状...........3
1.2.3 文献述评........4
1.3 研究目的与意义.......4
1.3.1 研究目的........4
1.3.2 研究意义........4
1.4 研究内容.......5
1.5 研究方法......6
1.5.1 研究方法........6
1.5.2 技术路线........7
第 2 章 激励的相关理论概述..........8
2.1 概念界定......8
2.2 激励理论及相关的启示.....8
2.2.1 过程型激励理论......8
2.2.2 内容型激励理论......8
2.2.3 行为矫正型..9
2.2.4 综合型激励理论....10
第 3 章 ZM 勘测股份有限公司营销人员激励现状分析..........11
3.1 ZM 勘测公司介绍. 11
3.2 ZM 勘测股份有限公司营销人员现状....11
3.3 营销人员对 ZM 勘测公司激励体系的评价调查.........13
3.3.1 问卷
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