铁岭银行营销人员薪酬方案优化研究 随着知识经济时代的来临和全球经济一体化市场竞争的加剧，人才已成为 保障商业银行可持续进步、推动社会经济加快转变经济发展方式的核心资源和 重要资本。薪酬管理是人力资源管理的核心问题和重要组成部分，实施科学、 合理的薪酬方案能够对商业银行吸引、激励和留用人才起着很重要的作用，是 实现提升银行经营效益本质目标的重要支撑。随着社会主义市场经济不断发展， 中国不断融入全球化的经济浪潮。当今中国商业银行，面对更为激烈的市场竞 争以及更为迅猛的知识经济时代，其成败的关键是所拥有的营销人员的质量与 水平。营销人员作为商业银行人力资源的重要组成部分，在商业银行经营及参 与市场竞争过程中处于举足轻重的地位。商业银行能否有效地激励营销人员， 对能否建立一支高效率的营销队伍具有十分重要的意义。许多商业银行为了发 掘和争夺优秀营销人员不惜花费重金，甚至和竞争对手对簿公堂。对于地方性 股份制商业银行—铁岭银行来说，招揽优秀营销人员加盟商业银行意义尤为重 要，关于地方性股份制商业银行如何吸引优秀营销人员加入，学界有不同的看 法。 本文以铁岭银行营销人员薪酬方案作为研究对象，通过有关国外薪酬制度理 论和国内薪酬制度理论和实践的研究，分析了适合银行自身特点的营销人员薪 酬方案对铁岭银行选、用、育、留优秀营销人员的意义，尤其薪酬激励在营销 人员薪酬管理中的重要作用。 全文共分为五部分。第一部分是绪论，主要从四个方面撰写，即研究的背景、 研究的意义、研究的内容和研究方法。第二部分是问题提出，阐述了铁岭银行 的概况，结合目前铁岭银行人力资源管理的实际情况,分析铁岭银行营销人员薪 酬方案的现状,在问卷调查的基础上分析出铁岭银行营销人员薪酬方案中存在II 的问题，不同等级的营销人员及营销人员同银行内部其他职员之间的薪酬方案 公平性不足，薪酬设计缺乏竞争，干与不干一个样，干多干少一个样现象普遍， 岗位评价标准不明确，薪酬方案激励性不稳定，绩效考核缺乏针对性，福利性 薪酬不够完善。同时对产生上述问题的原因进行了详细分析。第三部分是铁岭 银行营销人员薪酬方案优化设计。阐明铁岭银行营销人员方案优化设计的目标、 原则，进而提出铁岭银行营销人员薪酬的优化设计方案。重点研究如何从薪酬 角度激发营销人员的积极性，充分发挥他们的创造能力，推动铁岭银行不断创 新和持续成长。第四部分是保障措施，有针对性地提出铁岭银行营销人员薪酬 方案的实施保障，主要包括薪酬结构改革委员会的建立，薪酬激励的动态调整 机制，规范的薪酬激励评价体系。第五部分是结论，对全文进行了总结，同时 指出本文的进一步研究方向。这些激励方式的实施，将提高铁岭银行营销人员 的积极性，促进铁岭银行资产的保值增值。 关键词， 营销人员，薪酬方案，激励III Abstract Research on Employees Salary Optimization of Tieling Bank Because of the knowledge economy, talents become core resource to promote commercial bank sustainable development and to change economic development mode. As salary management is the core problems in human resource management, scientific and reasonable salary schemes may play important roles in attracting, promoting and retaining talents and raise bank’s operational efficiency. With the development of social market economy, China continues to be involved in global economy. At present, China’s commercial banks face more intense market competition. Therefore, the quality of marketing personnel is the key for banks to succeed. As an important part in human resource, marketing personnel plays important parts in commercial banks’ operation and market competition. Efficiently encouraging marketing personnel is important for commercial banks to build an efficient marketing team. Many commercial banks may spent sums of money or even go to court with their competitors just for marketing talents. For the local joint-stock commercial bank, Tieling Bank, attracting marketing talents becomes even more important. There are different views in scholars on the ways of local commercial banks to attract marketing talents. Taking the salary scheme of marketing personnel in Tieling Bank as the object, this paper analyzes abroad and domestic theories, and explores the meaning of a suitable salary scheme for Tieling Bank’s choosing, employing, training and keeping marketing talents and finds the important role of salary incentives in marketing personnel’s salary management. There are five parts in this paper. The first part is the introduction. It describes the background, the meaning, the contents and the methods. The second part providesIV the problems. It explains the situation of Tieling Bank and analyzes the current situation of the bank’s salary scheme of marketing personnel. Based on the questionnaire, this part finds the problems about the unbalanced marketing personnel’s salary schemes, the lack of competition in salary design, the same salary distribution among employees, the lack of system guarantee of salary scheme. At the same time, this part gives analysis to the above problems. In the third part, this paper provides the design of marketing personnel salary scheme in Tieling Bank. It describes the goal and principles and further, it provides the optimized scheme. It focuses on promoting marketing personnel activity and creativity with salary, so that it may promote Tieling Bank to continuously develop. In this part, this paper provides the mean to optimize marketing personnel’ salary scheme, which includes reasonable salary structure, the prevention of implicit incentive, efficient performance appraisal system, performance appraisal standard and reasonable salary performance check indicators. The fifth part is the conclusion. It concludes the whole paper. And in the meantime, this paper provides the further research direction. The above incentive modes may increase the marketing personnel’ activity and promote Tieling Bank’s assets. Keywords， Marketing Personnel，Salary Scheme，IncentiveV 目 录 摘要......................................................................................................................................................I ABSTRACT.........................................................................................................................................III 目 录.....................................................................................................................................................V 第 1 章 绪论..........................................................................................................................................1 1.1 研究背景 .....................................................................................................................................1 1.2 研究意义 .....................................................................................................................................2 1.3 研究内容与方法 .........................................................................................................................3 1.3.1 研究内容 .............................................................................................................................3 1.3.2 研究方法 .............................................................................................................................4 第 2 章 铁岭银行营销人员薪酬方案现状分析..................................................................................5 2.1 铁岭银行营销人员薪酬管理概况..............................................................................................5 2.1.1 铁岭银行概况 .....................................................................................................................5 2.1.2 营销人员结构 .....................................................................................................................6 2.1.3 铁岭银行营销人员薪酬管理情况....................................................................................8 2.2 营销人员薪酬方案中存在的问题............................................................................................11 2.2.1 铁岭银行营销人员薪酬方案调查....................................................................................11 2.2.2 薪酬满意度调查问卷分析................................................................................................12 2.2.3 营销人员薪酬方案中存在的问题....................................................................................13 2.3 银行营销人员