企业的生存与发展离不开人才。吸引人才、留住人才、发展人才成为企业发展战略 的重中之重，激励正是实现这一现代企业人力资源管理目标的有效手段。销售工作的完 成，决定着企业收入的取得，因此，销售工作一直是企业最为重视的一个经营环节。进 入21世纪之际，伴随着产品差异性缩小和消费者重要性的增强，以及竞争压力的加剧， 销售工作的难度和复杂性越来越增加。销售的过程要由销售人员完成，而如何激励销售 人员产生更好的业绩表现，将成为关系企业经营发展的重要因素。 本文对激励的作用和原理进行了说明，介绍了激励理论，对全文的研究提供理论基 础。其次，对HL公司的销售人员的激励现状进行了调查和问题分析。其中包括HL公 司基本情况、业务和销售情况、销售人员人力资源情况。从薪酬、绩效考核、培训和晋 升等四个方面介绍了HL公司对于销售人员的激励现状。并采取问卷调查的形式对销售 人员的需求特征进行了分析。对影响销售人员的较为重要的薪酬机制、晋升机制、绩效 考核机制现状进行了分析和问题总结。结合上述对HL公司销售人员的激励现状和存在 的问题，提出了相关改进措施。并根据相关理论和HL公司的实际状况，分别就薪酬福 利、绩效考核、个人发展、管理方式等四个方面提出了相应改进对策、措施。最后，根 据HL公司销售人员激励的改进措施，对改进措施的顺利实施、推进提出了组织、制度、 文化和资金四个方面的保障措施。 本文的研究对于HL公司设计销售人员的激烈机制，调动销售人员工作积极性，提 升公司绩效具有重要的指导作用，同时对于其他医药行业的销售人员管理也具有一定的 借鉴意义。 关 键 词：销售人员；激励；优化 研究类型：应用研究 III Subject ：Research on the Incentive Scheme for Salesman of HL Company Speciality：MBA Name ： (signature) 1nstructor： (signature ) ABSTRACT The survival and development of enterprises can not be separated from talents. Attracting talents, retaining talents and developing talents have become the most important part of enterprise development strategy. Incentives are the effective means to achieve the goal of human resources management in modern enterprises. The completion of sales work determines the income of enterprises. Therefore, sales work has always been a business link that enterprises attach most importance to. In the 21st century, with the narrowing of product differentiation and the increasing importance of consumers, as well as the intensification of competitive pressure, the difficulty and complexity of sales work are increasing. Sales process should be completed by the sales staff, and how to motivate the sales staff to produce better performance will become an important factor in the business development of enterprises. This paper explains the function and principle of motivation, introduces the theory of motivation, and provides a theoretical basis for the study of the full text. Secondly, it investigates and analyses the current situation of sales incentives in HL company. This includes HL company's basic situation, business and sales situation, sales personnel situation. This paper introduces the fierce status quo of HL company for salesmen from four aspects: salary, performance appraisal, training and promotion. The demand characteristics of salesmen are analyzed by questionnaire survey. This paper analyses and summarizes the current situation of salary mechanism, promotion mechanism and performance appraisal mechanism which affect salesmen. Combining with the above incentive status and existing problems of HL company sales staff, this paper puts forward relevant improvement measures. According to the relevant theory and the actual situation of HL company, the paper puts forward corresponding improvement countermeasures and measures on salary policy, promotion system and performance appraisal system. Finally, according to the improvement measures of sales incentives of HL company, the paper puts forward four safeguard measures of organization, system, culture and capital for the smooth implementation and promotion of the improvement measures. This study has an important guiding role for HL company to design the intense mechanism of salesmen, mobilize the enthusiasm of salesmen, and improve the company's IV performance. At the same time, it also has a certain reference significance for the salesman management of other pharmaceutical industries. Keywords: Salesman; Incentive; Optimization Thesis: Application research V 目 录 第一章 绪论 ............................................................................................................................... 1 1.1 研究背景及意义............................................................................................................... 1 1.1.1 研究背景及目的............................................................................................................ 1 1.1.2 研究意义........................................................................................................................ 2 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................................................................................................................ 4 1.3 研究内容及方法............................................................................................................... 6 1.3.1 研究的主要内容............................................................................................................ 6 1.3.2 研究方法及技术路线.................................................................................................... 6 第二章 相关概念和理论基础 ................................................................................................... 8 2.1激励相关概念和内涵 ....................................................................................................... 8 2.1.1激励的概念 .................................................................................................................... 8 2.1.2激励的内涵 .................................................................................................................... 8 2.2激励理论 ........................................................................................................................... 9 2.2.1 内容型激励理论............................................................................................................ 9 2.2.2 过程型激励理论.......................................................................................................... 10 2.2.3 综合型激励理论.......................................................................................................... 11 第三章 HL公司销售人员激励方案的现状和问题分析 ...................................................... 12 3.1企业介绍 ......................................................................................................................... 12 3.1.1企业概况 ...................................................................................................................... 12 3.1.2销售人员概况 .............................................................................................................. 13 3.1.3销售工作的特征 .......................................................................................................... 15 3.2销售人员激励方案的现状分析 ..................................................................................... 16 3.2.1薪酬激励 ...................................................................................................................... 17 3.2.2福利激励 ...................................................................................................................... 18 3.2.3荣誉奖励 ...................................................................................................................... 18 3.2.4晋升激励 ...................................................................................................................... 18 3.3销售人员激励方案满意度调查 ..................................................................................... 19 3.3.1问卷设计 ..................