在中国的证券市场，处于核心地位的金融机构的证券公司。面对证券行业愈发 激烈的竞争，作为证券公司利润来源的创造者，营销人员的工作直接决定了公司长 远的发展。完善的营销团队，科学有效的激励机制可以充分的调动营销人员的积极 性，也能够提升证券公司的核心竞争力。因此，证券公司需要也非常必要的研究营 销人员的激励机制。 Z 证券公司是一家国有控股综合性证券公司，辐射全国范围广，河北分公司在全 省设九家营业部，营销人员总计 160 人。本文将以 Z 证券公司为例，首先对 Z 证券 公司河北分公司营销人员的薪酬激励、绩效激励、福利激励、培训激励现状，进行 了研究分析，然后从该公司营销人员年龄结构与创收比例、学历结构与创收比例、 专业与岗位匹配创收比例三个方面对营销人员的薪酬进行了探讨；其次，就该公司 激励相关问题采取了问卷调查及访谈询问方法，获得了营销人员对公司激励政策观 点、看法、建议等第一手信息；最后，得出了 Z 证券公司河北分公司营销人员激励 存在的一些问题，例如，薪酬激励不合理、绩效考核体系不合理、缺乏行之有效的 非物质激励方式、培训制度有待改善等很多问题。同时，总结整理出营销人员激励 机制的改进策略，如：进一步改进薪酬激励和健全绩效考核，建立健全员工晋升制 度、完善现有业务培训体系等。 全文基于对 Z 证券公司河北分公司营销人员激励现状、存在问题及原因的分析， 设计构建了适应于 Z 证券公司河北分公司营销员工的激励机制，以期适时在本人所 在证券公司实施，并根据事实结果，分析成效与欠缺。 关键词 激励机制；证券市场；营销人员；激励；绩效考核；III Abstract In China's securities market, the core position of financial institutions of securities companies.In the face of the increasingly fierce competition in the securities industry, as the creator of the profit source of securities companies, the work of marketers directly determines the long-term development of the company.Perfect marketing team, scientific and effective incentive mechanism can fully mobilize the enthusiasm of marketers, but also enhance the core competitiveness of securities companies.Therefore, securities companies need and very necessary to study the incentive mechanism of marketers. Z Securities Company is a state-owned holding comprehensive securities company, radiation nationwide, Hebei Branch in the province set up nine business departments, a total of 160 marketing personnel.Taking Z Securities Company as an example, this paper first studies and analyzes the current situation of salary incentive, performance incentive, welfare incentive and training incentive for marketers in Hebei Branch of Z Securities Company, and then discusses the salary of marketers from three aspects: age structure and income generation ratio, educational background structure and income generation ratio, professional and post matching income generation ratio. Secondly, it adopts questionnaire survey and interview and inquiry method on the related issues of incentive in the company, and obtains the first-hand information of marketers on the incentive policy of the company; Finally, some problems exist in the incentive of marketing personnel in Hebei Branch of Z Securities Company, such as unreasonable salary incentive, unreasonable performance appraisal system, lack of effective non-material incentive method, training system to be improved and so on.At the same time, the improvement strategies of the incentive mechanism of marketers are summarized and sorted out, such as: further improving the salary incentive and improving the performance appraisal, establishing and perfecting the staff promotion system, perfecting the existing business training system, etc. This paper, based on the analysis of the current situation, existing problems and causes of the incentive of the marketing staff of Hebei Branch of Z Securities Company, puts forward the design and construction of the incentive mechanism suitable for the marketing staff of Hebei Branch of Z Securities Company, in order to implement it in time in my securities company, and analyze the results and deficiencies according to the actual results. Key words incentive mechanism; securities market; marketers；excitation；kpiV 目 录 摘要...................................................................................................................................I Abstract .............................................................................................................................. III 第1章 绪 论...................................................................................................................... 1 1.1 论文的研究背景...................................................................................................... 1 1.1.1 研究背景 .......................................................................................................... 1 1.1.2 研究意义 .......................................................................................................... 2 1.2 文献综述.................................................................................................................. 2 1.2.1 国内研究综述 .................................................................................................. 2 1.2.2 国外研究综述 .................................................................................................. 3 1.3 研究内容及方法...................................................................................................... 4 1.3.1 研究内容 .......................................................................................................... 4 1.3.2 研究方法 .......................................................................................................... 5 1.4 技术路线.................................................................................................................. 5 第2章 基本理论................................................................................................................. 7 2.1 基本概念.................................................................................................................. 7 2.1.1 激励的概念 ...................................................................................................... 7 2.1.2 激励机制的概念及激励机制形式 .................................................................... 8 2.2 相关理论................................................................................................................ 10 第3章 营销人员激励机制现状分析............................................................................... 15 3.1 公司简介................................................................................................................ 15 3.2 Z证券公司河北分公司营销人员基本情况 ......................................................... 17 3.2.1 年龄结构现状特点 ........................................................................................ 17 3.2.2 学历结构与创收比例 .................................................................................... 18 3.2.3 专业与岗位匹配现状 .................................................................................... 19 3.2.4 入职时间与创收比例 .................................................................................... 19 3.2.5 薪酬分析 ........................................................................................................ 20 3.3 公司营销人员的激励现状.................................................................................... 21 3.3.1 营销人员薪酬激励制度 ................................................................................ 21 3.3.2 绩效考核激励 ................................................................................................ 22 3.3.3 福利激励 ........................................................................................................ 22 3.3.4 培训激励 ........................................................................................................ 23VI 第4章 营销人员激励机制分析....................................................................................... 25 4.1 Z证券公司河北分公司营销人员激励问题调查 ................................................. 25 4.1.1 调查目的与调查设计 ..................................