关键词：销售人员；物质激励；精神激励II
Abstract
In many factors that can affect the overall strength of enterprises and market
competitive advantage, the most important is the performance of sales staff, sales staff
of scientific and effective incentives, will bring unexpected economic benefits for the
enterprise. As the main carrier and the main means to promote the sales staff to boost
the spirit and enhance the performance, the incentive is playing an increasingly
important role in the application of more and more applications to the performance
management and examination results of the sales staff. In this paper, the incentive
problem of sales company A is taken as the research subject. From the aspects of
combing, interviewing and investigating the incentive theory, the present situation of the
incentive of the company&39;s sales staff is analyzed, and the present problems and their
reasons are discovered. Afterwards, the countermeasures and suggestions on the
incentive mechanism of the sales staff of the company are put forward in the aspects of
perfecting the salary and welfare system, improving the performance appraisal standard,
optimizing the training system, improving the career development plan and establishing
the healthy enterprise culture. The new incentive mechanism has improved and
perfected the four aspects of performance appraisal, salary and welfare, training study
and career planning, hoping to achieve satisfactory results in running practice.
Key words: Salesman; Material incentive; Spiritual incentiveIII
目录
中文摘要...I
Abstract.....II
绪论.......... 1
一、研究的的背景和意义... 1
二、国内外研究现状........... 2
三、研究框架与主要内容... 3
四、研究方法........... 5
第一章 理论基础 6
第一节 相关概念的界定..... 6
一、激励概念的界定.... 6
二、激励方式的界定.... 7
三、销售人员的概念.... 9
第二节 激励理论... 10
一、马斯洛的需要层次理论.. 10
二、赫茨伯格的双因素理论.. 12
三、期望理论.. 14
四、公平理论.. 15
本章小结..... 15
第二章 A 公司简介与销售人员激励现状....... 17
第一节 A 公司简介........... 17
一、A 公司概况.......... 17
二、A 公司组织结构及人员构成...... 17
第二节 A 公司对销售人员的激励现状... 21
一、A 公司对销售人员物质激励的现状...... 22
二、A 公司对销售人员精神激励的现状...... 24
第三节 A 公司销售人员激励满意度调查........... 26IV
一、销售人员激励满意度调查及结果.......... 26
二、销售人员激励满意度调查结果的分析及结论
........
28
本章小结..... 30
第三章 A 公司销售人员激励存在的问题及原因分析........... 31
第一节 A 公司销售人员激励存在的问题........... 31
一、物质激励存在的问题...... 31
二、精神激励存在的问题...... 32
第二节 A 公司销售人员激励问题的原因分析... 33
一、物质激励产生问题的原因分析.. 34
二、精神激励产生问题的原因分析.. 36
本章小结..... 37
第四章 A 公司销售人员激励问题的改进建议........... 38
第一节 物质激励方面的改进建议........... 39
一、薪酬激励制度的改进与完备...... 39
二、改善绩效考核标准.......... 41
第二节 精神激励方面改进的建议........... 41
一、建立系统而有效的培训体系...... 42
二、畅通销售人员的晋升通道.......... 43
三、树立健康的企业文化...... 45
本章小结..... 46
结论........ 47
参考文献 48
附录：A 公司销售人员激励满意度调查问卷. 51
致谢........ 54
攻读硕士学位期间发表的学术论文...........
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