致谢
首先感谢我的导师刘满芝教授，刘老师待人亲切和蔼，有着深厚的学术底蕴
和严谨的治学态度，无论是在学业还是在生活上都对我关怀备至，悉心教导和鼓
励。本文从题目的选定、开题、初稿到最后的定稿几经修改，每一步都在刘老师
指导下完成，为我提出宝贵的修改意见，耐心指导每一个细节，整个论文的完成
耗费了导师大量的心血，在此向刘老师表示最诚挚的感谢！
其次感谢学院的老师们，风雨无阻的认真授课，在这三年的时间里学到了很
多知识；同时感谢我的同学，让我收获了宝贵的友谊；感谢我的家人，家人全力
支持我的学业，为我营造良好的学习环境，在生活上给予我细致周到的关怀和照
顾，让我没有后顾之忧可以安心学习。
最后，衷心感谢在百忙之中抽出宝贵时间审阅本论文的专家教授和老师，感
谢答辩委员会的各位老师和专家们对我的论文提出的宝贵意见，为我今后的研究
和学习开拓了思路，指引了方向。

摘要
摘要：销售人员作为连接公司和顾客之间的重要的地位，是企业提升业绩和
利润的关键所在。销售人员作为连接公司和顾客之间的关键人物，是公司利润最
大的贡献者。作为销售活动的主体，销售人员的行为直接关系到企业在教育类产
品竞争中的成败。好的激励机制可以提高员工的积极性，创造更高的销售业绩。
但是大多数的企业的激励机制并不健全，导致很多优秀的销售人员流失，招聘成
本居高不下又带来新的销售危机，给企业带来很大的损失。因此，探讨绩效有效
的激励方案，优化企业现行的激励措施，利用科学有效的激励机制，挖掘出每个
销售人员的潜力和能量，提高其工作满意度和对公司的忠诚度，是提高企业在互
联网科技类公司中的竞争优势有效手段。
本文以 WP公司作为研究对象，通过问卷调查法、访谈法等对 WP公司现有
的激励机制进行调查，了解到 WP公司激励机制存在的一些问题：销售员工福利
过于简单、薪酬设计指标单一、销售人员职业发展不顺畅、奖金提成不公平、缺
乏长期激励方案等问题。针对调查出来的问题查找原因，设计优化方案。为了方
案能顺利进行，首先必须得到公司各层人员的支持，然后从绩效考核保障、企业
文化保障、有效沟通保障来推进新的激励方案实施。希望新的激励方案能到达公
平、公正，让销售人员满意，从而达到提高销售额的目的。
关键词：销售人员；激励机制；优化
I

Abstract
Abstract: as an important position between the company and the customer, the
sales staff is the key to improve the performance and profit of the enterprise. As an
important bridge between the company and customers, sales personnel are the creators
of the company's direct profits. As the main body of sales activities, the behavior of
sales personnel is directly related to the success or failure of enterprises in the
competition of educational products. Good incentive mechanism can improve the
enthusiasm of employees and create higher sales performance. But most enterprises'
incentive mechanism is not perfect, which leads to the loss of many excellent sales
personnel, and the high recruitment cost brings new sales crisis, which brings great
losses to enterprises. Therefore, it is an effective means to improve the competitive
advantage of enterprises in Internet technology companies by exploring effective
incentive schemes, optimizing the current incentive measures of enterprises, using
scientific and effective incentive mechanism, mining out the potential and energy of
each sales personnel, improving their job satisfaction and loyalty to the company.
This paper takes WP company as the research object, through questionnaire
survey and interview, to investigate the existing incentive mechanism of WP company,
and find out some problems existing in the incentive mechanism of WP company: the
welfare of sales staff is too simple, the salary design index is single, the professional
development of sales personnel is not smooth, the bonus Commission is unfair, and
the long-term incentive scheme is lack. The reason of the investigation is found and
the optimization scheme is designed. In order to carry out the plan smoothly, we must
get the support of all levels of the company, then promote the implementation of the
new incentive scheme from the performance appraisal guarantee, corporate culture
guarantee and effective communication guarantee. Hope the new incentive scheme
can reach fairness and justice, so as to satisfy the sales personnel, so as to improve the
sales volume.
Keywords: sales staff; incentive mechanism; optimization;
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