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本文中的JB公司是一家区域性乳品企业。公司规模及综合实力居全国乳业前
七强。0前销售人员数量占公司员工总数一半以上,其工作情况与企业绩效直接
相关。山于企业在长期的发展过程中,一直重视牧场和奶源建设及产品的生产质
量,忽视了销售渠道建设、销售人员队伍培养。随着公司快速发展,销售人员的
流失比较严重,销售量止步不前,巳经影响到公司规模和实力的发展。根据销售
人员的特点设计出良好的薪酬激励体系,从而激发其工作热情和积极性,是关系
企业发展的:取要问题。本文以JB公司销俜人员薪酬激励体系设计为题对销售人员
的薪酬激励方式进行了探讨和研究。本选题对屮小型乳品企业的销售人员薪酬激
励体系设计其有-定的实践意义。
首先,本文分析了 JB公司在薪酬模式上存在的一些问题;随后通过调查问卷
对销售人员的薪酬现状进行调查和分析,发现销售人员对薪酬的较为不满;最后,
根据公平性、激励性、竞争性等原则以及该公司的具体情况,结合JB销售人员的
员工职位特点,制定绩效评估方法,设计出具有较强针对性JB公司销售人员的薪
酬模式的改进策略,形成完整的薪酬激励体系。该薪酬激励体系有利于降低销售
人员的流失率,提高销饵人员的工作积极性和劳动效率,对JB公司改进和加强销
俦人员薪酬激励体系迚设具有1K要的实践意义。该体系对其他快速产品行业的公
司如何改善激励销俾人员的薪酬也提供了 -定的借鉴怠义。
关键词:销饵人员;薪酬;激励;绩效考核
ABSTRACT
Competition among enterprises ultimately is the competition of talents. As the
most essential human resource in the enterprise, marketing personnel is the one who
directly interpret the market value of the products and the pillar of the economy in the
enterprise. Take dairy enterprise for an instance, as a sales-based fast moving consumer
goods industry, the work efficiency of the marketing personnel directly corresponds to
the increase or decrease of sales volume. The important role marketing personnel played
in dairy enterprise is getting more and more obvious. Therefore how to motivate the
high efficiency of marketing personnel is becoming a core concern of every dairy
enterprise.
JB Company discussed in this paper is a regional dairy company. It ranks top 7 in
terms of company scale and comprehensive strength among all Chinese dairy
enterprises. The current marketing personnel in JB account for more than half of the
company staff and their work performance is directly connected with the business
performance of the Company. During its long-term development process, JB Company
has attached more importance to the construction of pasture and milk source,as well as
the product quality, ignoring the construction of marketing channels and the cultivation
of marketing personnel. With the rapid development of the Company, JB suffers a
heavy brain drain of marketing personnel and stagnated product sales, which affccled
the company&39;s development. A reasonable salary motivation system based on the
characteristics of marketing personnel can largely stimulate employees&39; enthusiasm and
initiative and is key to the sound development of the enterprise. This paper, entitled The
Improved Design of Salary Incentive System of JB Company, made a thorough
discussion and research on the salary incentive methods of marketing personnel of XT
Company, which is of practical value to the salary motivation system design of small
dairy businesses.
Firstly, the current problems in the salary models of JB Company is discusscd;
then with the analysis of current salary status of marketing personnel collcctcd by
questionnaire, the conclusion that most of the salesmen arc discontent with their salary
is reached; at last, according to the principles of fairness, incentive and competition,
coupled with the company development and the position characteristics of marketing
personnel of JB, the performance evaluation approach is adopted and an improvement
salary model strategy is formulated and a relatively complete salary motivation system
is formed. This system is conductive to keep sales staff at work, raise staffs morale and
work performance and enhance the cohesiveness of enterprise. It valid for practice to
improve and enhance the construction of the salary incentive system of JB company.
Moreover, it also provides some implication for salary incentive improvement
mechanism of marketing personnel in other fast moving consumer goods industries.
Key word: marketing personnel, salary, incentive, performance evaluation
第1章绪论
1.1问题的提出及研究的意义
1.1.1问题的提出
随着知识经济社会的到来,越來越多的企业Jfi始M识到人力资源是企业中设
重要的资源,是企业Zk存和发展的充分必要条件。著名的心理学家威廉濟姆士
曾经做过一个实验发现,同一个人在同样的时叫吼做|nj 件〕|f,如来得到存效的
激励,那么他能发挥其濟力的80%,而如来没打得到科学的激励,他的濟力只能
发挥其潜力的20%,其帝更少。也就足说,受到充分激励的冋个人能发挥其发
挥了三四倍的工作效率。这个实验对广大企业的足:只妨通过打效的激励政
策,激发W工潜在的潜能,充分调动W I:的:1:作枳极性,义能提高.(4:1:的:K作效
率,促使企业快速发展
