随着中国经济的快速发展，城镇居民个人可支配收入不断增加，居民对汽车 的需求量也在不断提高。截至到2020年6月，中国大陆乘用车（分轿车、SUV、 MPV）的产出数量已经达到174万辆，同比增长率已经达到13.1%。据相关数据预 测，随着我国大陆汽车销售数量和销售价格的不断提高，国内汽车销售企业的发 展前景将会越来越好。另一方面，汽车销售商也面临国内市场和竞争对手的双重 压力，为了应对挑战采取积极有效的营销模式，以保证本企业汽车销售量持续增 长，获取更多的营业利润。换句话说，汽车4S店要想实现利润最大化这一最终目 标，就必须提高企业竞争力，而优秀的员工就是汽车4S店的核心竞争要素。汽车 4S店要在科学管理的基础上，合理运用绩效考核指标体系，制定科学有效的激励 机制，才能实现企业的最终目标。 本文以北京依维柯4S店销售员工为具体的研究对象，查找并梳理国内外相关 研究文献，分析并归纳出销售员工激励的内涵、激励方式，提出本文用于分析销 售员工激励问题的理论基础；运用比较法和访谈法对北京依维柯4S店销售员工激 励情况及存在的问题进行归纳总结并进行分析，总结出目前4S店销售员工在物质 激励与非物质激励方面都存在一定问题，这些问题的存在直接导致汽车4S店销售 员工出现工作积极性不高，销售员工满意度不强等。 论文致力于北京依维柯4S店员工激励存在的问题及解决方案的研究。全文主 要分六个部分。第一部分是绪论。第二部分是激励内涵及相关理论。第三部分分 析北京依维柯4S店销售员工激励现状。第四部分提出北京依维柯4S店销售员工 激励存在的问题，并对其进行原因分析。第五部分提出北京依维柯4S店销售员工 激励对策。第六部分是结论与展望。 关键词：4S店，销售员工，员工激励 II Research on the motivation of sales staff in Iveco 4S store in Beijing Abstract With the rapid development of China's economy, the personal disposable income of urban residents continues to increase, and the demand for cars is also on the rise. As of June 2020, the output of passenger vehicles (sedan, SUV and MPV) in the Chinese mainland has reached 1.74 million, with a year-on-year growth rate of 13.1%. According to relevant data forecast, with the continuous increase in the number and price of automobile sales in the Chinese mainland, the development prospects of domestic automobile sales enterprises will be better and better. On the other hand, car dealers are also facing the dual pressure from the domestic market and competitors. In order to cope with the challenges, they adopt active and effective marketing models to ensure the continuous growth of their car sales and obtain more operating profits. In other words, in order to achieve the ultimate goal of profit maximization, the automobile 4S shop must improve the competitiveness of the enterprise, and excellent employees are the core competitive elements of the automobile 4S shop. In order to achieve the ultimate goal of the enterprise, the automobile 4S shop should make reasonable use of the performance appraisal index system and formulate scientific and effective incentive mechanism on the basis of scientific management. This paper takes the sales staff of Beijing Iveco 4S Store as the specific research object, searches and combs the relevant research literature at home and abroad, analyzes and summarizes the connotation and incentive methods of sales staff motivation, and puts forward the theoretical basis for analyzing sales staff motivation in this paper. Using the comparison method and interview method to Beijing Iveco 4 s store sales staff incentive situation and the existing problems were summarized and analyzed, summarized the 4 s store sales staff in the aspect of material incentive and non-material incentive have some problems, the existence of these problems directly cause auto 4 s store sales staff's work enthusiasm is not high, sales staff satisfaction is not strong, etc. This paper is devoted to the research on the existing problems and solutions of employee motivation in Beijing Iveco 4S store. The full text is divided into six parts. The first part is the introduction. The second part is incentive connotation and related theories. The third part analyzes the current situation of employee incentive in Beijing Iveco 4S Store. The fourth part puts forward the problems of employee incentive in Beijing Iveco 4S store, and analyzes the reasons. The fifth part puts forward the incentive countermeasures of Beijing Iveco 4S store staff. The sixth part is conclusion and prospect. Key words: 4Sshop, sales staff, staff incentive IV 目录 摘要...................................................................................................................................I Abstract...........................................................................................................................II 目录................................................................................................................................IV 第1章 绪论....................................................................................................................1 1.1 研究背景及研究意义.........................................................................................1 1.1.1 研究背景..................................................................................................1 1.1.2 研究意义..................................................................................................2 1.2 国内外研究综述.................................................................................................2 1.2.1 国外员工激励的研究综述......................................................................2 1.2.2 国内员工激励的研究综述......................................................................4 1.2.3 文献述评..................................................................................................6 1.3 研究内容和方法.................................................................................................7 1.3.1 研究的内容..............................................................................................7 1.3.2 研究的方法..............................................................................................7 1.4 研究路线.............................................................................................................8 1.5 研究创新.............................................................................................................9 第2章 激励内涵及相关理论......................................................................................10 2.1 激励内涵和方式...............................................................................................10 2.1.1 激励内涵................................................................................................10 2.1.2 激励方式................................................................................................11 2.2 激励理论...........................................................................................................13 2.2.1 内容型激励理论....................................................................................13 2.2.2 过程型激励理论....................................................................................15 第3章 北京依维柯4S店销售员工激励现状............................................................17 3.1 北京依维柯4S店概况.....................................................................................17 3.1.1组织结构.................................................................................................17 3.1.2员工结构特点.........................................................................................18 V 3.2 北京依维柯4S店销售员工激励现状.............................................................19 3.2.1销售员工个人薪酬现状.........................................................................19 3.2.2销售员工绩效评价现状.........................................................................20 3.2.3销售员工培训晋升现状.........................................................................21 3.2.4销售员工个人隶属感现状.....................................................................22 第4章 北京依维柯4S店销售员工激励存在问题....................................................23 4.1销售员工物质激励存