改革开放四十年来，民营企业占据国民经济的半壁江山，成为社会主义市场经济的 主要组成部分，而中小型企业在数量上更占多数。销售人员是民营 企业开拓市场、完成 资本转化、打造企业品牌、树立企业形象的排头兵；同时，销售人员掌握着企业的客户 信息、市场资源和人脉关系，在一定程度上把握着企业的市场命脉。 薪酬激励体系是决 定销售人员的工作热情、工作效率和工作效果的核心机制，销售人员队伍是否稳定、对 企业是否忠诚，企业是否能够留住销售人才，都受薪酬激励体系的影响 。 本文首先阐述选题背景和意义，介绍研究思路和方法；然后确定理论基础，建立企 业与销售人员互需型分析框架。再以某一中小型民营企业为研究对象，通过现行制度分 析和 与销售人员访谈的方式，动态分析企业与销售人员在薪酬制度设置、薪酬激励绩效、 销售人员动态等现状，指出该企业销售人员薪酬体系上存在结构不合理、制度不稳定、 激励 手段单一、激励体系僵化等四方面的问题。通过深入分析探讨，发现因企业对销售 人力资源重视不构、激励制度过于复杂而操作性差、负激励过度，使销售人员对企业产 生不公 平、不稳定的认知，造成了销售人才的流失。最后提出优化目标和优化思路，从 管理层级、绩效评估等六方面提出优化方案，为企业在制度优化上提供理论依据，从而 使企业能 够更好地保留销售骨干和人才，提高市场占有率，促进企业持续发展。同时， 在薪酬激励优化设计研究方面进行理论补充，为其他类似企业提供理论上的参考和借 鉴。 关键词： 民营企业，销售人员，薪酬体系，优化研究 III ABSTRACT In the past 40 years of reform and opening up, private enterprises have occupied half of the national economy and become the main part of the socialist market economy. And also the number of small and medium-sized enterprises accounts for more. Sales staff are the vanguards of private enterprises to develop market, complete capital transformation, build enterprise brand and establish enterprise image. At the same time, the sales staff are in possession of the enterprise’s customer information, the market resources and the interpersonal connected relationships. So to a certain extent, the sales staff hold the enterprise’s market lifeline. So salary incentive system is the core mechanism that determines the enthusiasm, efficiency and effect of sales staff. Whether the sales force is stable and loyal, the enterprise can retain sales talent or not, are all affected by the salary incentive system. First of all, this paper sets forth the background and significance of the topic, and introduces the research ideas and methods; and then to definite the theoretical basis and establish the mutual demand analysis framework between the enterprise and the sales staff. It takes a small and medium-sized private enterprise as the research object, dynamically analyzes the factors such as salary system setting, salary incentive performance and sales staff dynamics through the analysis of the current system and the interview with the sales staff. Then it points out four problems in the compensation system of sales staff, such as unreasonable structure, unstable system, single incentive means and rigid incentive system. By the deeply analysis and discussion, it is found that the enterprise does not pay more attention to the sales human resources, the incentive system is too complex and the operation is poor, and also the negative incentive is too excessive, which resulted in a loss of sales talent. Finally, the paper puts forward the optimization objectives, ideas, and the plans from six aspects such as management level and performance evaluation, so as to provide the theoretical basis for the enterprise. So that it can help the enterprises better retain the sales backbone and talents, improve market share and promote the sustainable development. At the same time, this paper makes a theoretical supplement in the research of the optimal design of compensation incentive, and provides a theoretical reference and lesson for other similar enterprises. KEY WORDS: Private Enterprise, Sales staff, Salary system, optimization study V 目 录 摘 要...........................................................................................................................................I ABSTRACT............................................................................................................................III 1 绪 论......................................................................................................................................1 1.1 选题意 义......................................................................................................................1 1.2 研究综述与发展方 向..................................................................................................1 1.2.1 薪酬制度设计层 面............................................................................................1 1.2.2 薪酬与绩效关系层 面........................................................................................2 1.2.3 薪酬体系问题与改进研 究................................................................................2 1.3 研究思 路......................................................................................................................3 2 理论基础和分析框 架............................................................................................................5 2.1 激励理 论......................................................................................................................5 2.1.1 需求层次理 论....................................................................................................5 2.1.2 公平理 论............................................................................................................6 2.2 互需分析框架的建 构..................................................................................................7 3 Z企业销售人员薪酬体系现 状.............................................................................................9 3.1 Z企业的基本情 况.......................................................................................................9 3.2 销售人员薪酬体系结 构............................................................................................10 4 Z企业销售人员薪酬体系存在问题及成因分 析...............................................................17 4.1 Z企业销售人员薪酬体系满意度调 研.....................................................................17 4.2 问题概 述....................................................................................................................18 4.2.1 薪酬结构不合 理..............................................................................................18 4.2.2 薪酬制度不稳 定..............................................................................................18 4.2.3 薪酬激励手段单 一..........................................................................................19 4.2.4 薪酬激励体系僵 化..........................................................................................19 4.3 成因分 析....................................................................................................................20 4.3.1 对销售人力资源重视不 足..............................................................................20 VI 4.3.2 薪酬体系过于复 杂..........................................................................................21 4.3.3 负激励过 度......................................................................................................21 5 Z企业销售人员薪酬体系的优化设 计...............................................................................23 5.1 优化目 标....................................................................................................................23 5.2 优化思 路....................................................................................................................24 5.3 优化设 计....................................................................................................................25 5.3.1 适当突出基薪的保障性功 能........................