近年来房地产企业纷纷布局粤港澳大湾区，湾区内房地产企业的竞争越来越 激烈。方国地产顾问公司是国内最早开展房地产顾问服务的企业之一，根据方国 地产顾问公司的经营性质，在公司员工结构中，房地产策划人员是公司核心竞争 力与项目成功的重要保障，是方国地产顾问公司的核心人力资源。方国地产顾问 公司要想在竞争中继续保持区域领先者的地位，就必须提升人力资源特别是策划 人员这一核心人力资源的获取优势。但是，方国地产顾问公司明确对策划人员的 奖励方案运行多年来，虽然经过不断的修订，仍然存在着诸多的问题，以致公司 存在策划人员招聘难度大，核心策划人员紧缺，流失率高，人才梯队建设出现断 裂等一系列问题。方国地产顾问公司急需要优化策划人员的奖励方案，以促进方 国地产顾问公司策划人员的工作积极性，使公司策划人员在创造性工作的氛围中 成长与成才，提升公司策划人员的能力，保持公司持续提升的核心竞争力，最终 实现方国地产顾问公司的战略目标。 因此，本文以方国地产顾问公司策划人员奖励方案的优化研究为主题，通过 调查与分析，在总结方国地产顾问公司现有策划人员奖励方案存在问题的基础 上，提出公司策划人员奖励的优化方案。按照以上思路，首先，阐述研究背景、 研究内容与研究方法；其次，阐明运用的相关理论基础；第三，说明方国地产顾 问公司策划人员奖励方案的现状，通过对问卷调查和员工访谈结果的分析，总结 出方国地产顾问公司策划人员奖励方案的存在的问题。第四，结合理论基础以及 所发现的方国地产顾问公司策划人员奖励方案存在的问题，明确策划人员奖励方 案优化设计的原则和目标，详细阐述策划人员奖励方案优化内容。第五，提出方 国地产顾问公司策划人员奖励方案优化实施的保障。最后，为全文的研究结论与 研究展望。 关键词：方国地产，策划人员，奖励方案优化 EMBA学位论文 作者：孟怡 方国地产顾问公司策划人员奖励方案优化研究 II Research on The Optimization of The Reward Program for The Real Estate Planner of Fang Guo Real Estate Consultant Company Abstract In recent years, real estate companies have laid out their plans on the Guangdong-Hong Kong-Macao Greater Bay Area, and the competition between real estate companies in the Bay Area has become increasingly fierce. Fang Guo Real Estate Consultancy Co., Ltd. is one of the earliest enterprises to carry out real estate consultancy services in China. According to the nature of Fang Guo Real Estate Consultant Company, in the company's employee structure, the real estate planner, which is also the core of Fang Guo real estate consultant company, is the guarantee for the company's core competitiveness and success. If the company wants to maintain its position as a regional leader in the competition, it should strive to upgrade the whole employment system to recruit more qualified employees, especially real estate planners. However, in recent years, after Fang Guo Real Estate Consultant Company carried out its own reward program ,which had been continuously revised, for real estate planners, there were so many problems occurring that corresponding problems ——difficulty in recruitment, the shortage and high turnover of chief planners and fault of the team construction ——emerged. Fang Guo Real Estate Consultant Company needs to optimize its reward plan for planners so as to boost the enthusiasm of the planners of Fang Guo Real Estate Consultant Company, thereby creating a creative atmosphere for planners to work and develop effectively. It could also help enhance the ability of the planners, keep the company highly competitive and ultimately realize the strategic goals of Fang Guo Real Estate Consultant company. Based on the research on optimization of reward program for planners of Fang Guo Real Estate, this paper proposes a plan for the company's planner’s reward program in light of the investigation and analysis of the existing reward programs for EMBA学位论文 作者：孟怡 方国地产顾问公司策划人员奖励方案优化研究 III planners of Fang Guo Real Estate Consultant Company. According to the above ideas, firstly, the background, contents and methods of the research are elaborated; Secondly, the relevant theoretical basis of the application is clarified; Thirdly, the status quo of the planners 's reward program of Fang Guo Real Estate Consultant Company is illustrated, through questionnaires and the results from the interviews with employees. Fourthly, based on the theoretical basis and the problems found in the planner 's reward program of the Fang Guo Real Estate Consultant Company, the principles and objectives of the optimization for planner's reward program are clarified, and the contents of the optimization are elaborated. Fifthly, it proposes the guarantee for the implementation of the optimized reward program. Finally, conclusions of the research are made and future of the study is to be expected. Keywords: Fang Guo Real Estate; Real Estate Planners; Optimization of The Reward Program EMBA学位论文 作者：孟怡 方国地产顾问公司策划人员奖励方案优化研究 IV 目 录 中文摘要 ..................................................................................................I Abstract .................................................................................................. II 目 录 ................................................................................................... IV 第一章 引言 ......................................................................................... 1 1.1 研究背景 .......................................................................................................... 1 1.2 研究意义 .......................................................................................................... 2 1.3 研究内容与研究方法 ...................................................................................... 2 1.3.1 研究内容 ................................................................................................... 2 1.3.2 研究方法 ................................................................................................... 4 第二章 相关理论基础与文献概述 ............................ 5 2.1 基础理念 .......................................................................................................... 5 2.1.1 奖励的概念 ............................................................................................... 5 2.1.2 奖励的形式与制度 ................................................................................... 5 2.1.3 奖励的作用 ............................................................................................... 6 2.1.4 激励理论 ................................................................................................... 7 2.2 相关文献研究概述 .......................................................................................... 8 2.2.1 国外研究现状 ........................................................................................... 8 2.2.2 国内研究现状 ........................................................................................... 9 第三章 方国地产顾问公司策划人员现行奖励方案评价 ......... 10 3.1 方国地产顾问公司策划人员现状 ................................................................ 10 3.1.1 公司简介及组织架构 ............................................................................. 10 3.1.2 策划人员的工作职责 ............................................................................. 11 3.1.3 策划人员人力资源现状分析 ................................................................. 12 3.2 方国地产顾问公司策划人员现行奖励方案 ................................................ 15 3.2.1策划人员现行奖励方案 .......................................................................... 15 3.2.2 现行策划人员奖励方案的实施与管理 ................................................. 16 EMBA学位论文 作者：孟怡 方国地产顾问公司策划人员奖励方案优化研究 V 3.3 方国地产顾问公司现行策划人员奖励方案满意度问卷调查 .................... 16 3.3.1现行策划人员奖励方案满意度问卷方案 .............................................. 16 3.3.2 基于问卷调查的数据分析 ..................................................................... 17 3.4 方国地产顾问公司现行策划人员奖励方案访谈调查 ................................ 23 3.4.1 访谈调查的目的 .............................................................