摘要
摘要
Z科技公司的营销人员是最贴近市场、最了解公司的一线员工，是企业市场
营销的核心群体，是企业市场价值实现的重要环节，是企业与客户沟通的桥梁。
然而，在调查中发现，Z科技公司一线营销人员长期处于高强度的工作压力下，
职业倦怠现象普遍存在，严重影响了营销人员的工作积极性、生活状态。长期失
眠和焦虑，影响着他们的工作效率，甚至近年来出现一批营销人员转岗或辞职的
不良现象。因此，本文选取本课题进行研究，以期为企业在减缓营销人员职业倦
怠方面提供参考。
本文总结了美国临床心理学家弗洛登伯格和马斯拉赫文献中对职业倦怠的定
义，即对工作缺乏热情、对服务对象不耐烦、对工作的价值评价较低。梳理了国
内外的研究现状。充分运用了马斯拉赫的职业倦怠的三维度理论及其 MBI量表。
并运用马斯洛的需求层次理论以及职业倦怠的成因理论解释了职业倦怠产生的原
因。
本文以 Z公司的营销人员为研究对象。首先，通过访谈法初步了解 Z科技
公司营销人员职业倦怠的现状是：迟到早退现象严重，服务客户的积极性不够，
对其工作价值的评价不高，近年来离职或转岗现象严重，初步了解原因和解决对
策。其次，通过问卷调查，分析了营销人员职业倦怠的主要原因，如工作压力、
组织支持、工作——家庭冲突以及个人因素以及与职业倦怠的相关关系。针对这
些原因，本文结合 Z科技公司的实际情况，提出了有效控制工作倦怠的管理策
略，包括缓解工作压力、加强组织支持、平衡工作——家庭关系、加强个体生理
及心理素质建设。有助于缓解 Z科技公司营销人员的职业倦怠感，提高营销人
才的素质，减少人才流失，为人力资源的有效管理提供有力的参考。
关键词：职业倦怠；营销人员；工作压力；组织支持；
论文类型：应用类
选题来源：学校自选项目
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ABSTRACT
ABSTRACT
The salesmen of Z technology company are the front-line employees who are
closest to the market and know the company best. They are the core group of
enterprise marketing, creating enterprise market value and the bridge between
enterprises and customers. However, in recent years, it has been found in the survey
that the front-line salesmen of Z technology company have been under high-intensity
work pressure for a long time, and the phenomenon of job burnout is widespread,
which has seriously affected the work enthusiasm and living state of salesmen. Long
term insomnia and anxiety affect their work efficiency, and even several salesmen
have transferred or resigned in recent years. Therefore, this paper selects this topic for
research, in order to provide reference for enterprises in alleviating the job burnout of
salesmen. This paper summarizes the basic characteristics of job burnout in the
literature of American clinical psychologists Freudenberger and Maslach, which are
lack of enthusiasm for work, impatient with service objects, and lower value
evaluation of their work.
Take the salesmen of Z Company as the research object. First, the existing situation
of job burnout of salesmen in Z technology company is: the phenomenon of being late
and leaving early is serious, the enthusiasm of serving customers is not enough, the
evaluation of their work value is not high, and the phenomenon of resignation or job
transfer is serious in recent years. Secondly, through interviews and questionnaires, all
salesmen of Z technology company were interviewed and investigated. This paper
analyzes the main causes of job burnout of salesmen, such as work pressure,
organizational support, work family relations and personal factors. In view of these
reasons, combined with the actual situation of Z technology company, this paper puts
forward effective management strategies to control job burnout, including alleviating
work pressure, strengthening organizational support, balancing work family relations,
and strengthening the construction of individual physical and psychological quality. It
helps to alleviate the job burnout of the salesmen of Z technology company, improve
the quality of marketing talents, reduce the brain drain, and propose a powerful
recommend for the effective management of human resources.
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ABSTRACT
KEY WORDS: Job Burnout; Salesmen; Work Stress; Organization Support;
Dissertation Type: Application Class
Subject Source: School Project
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