在市场经济条件下，人才资源是企业生存发展的命脉，尤其是高水平的专业技 术人才已经成为增强企业核心竞争力的关键因素。激励机制作为人力资源管理的重 要组成部分，是企业吸引和留住高素质人才的关键。可以说，企业激励机制的科学 完善程度直接关系到企业的兴衰成败。 我国中小型医药企业主要围绕销售开展工作，销售人员的工作业绩直接影响到 企业的生存和发展。但近年来，国家不断加大对医药流通领域的改革力度，加之外 国著名的医药销售企业不断觊觎和蚕食我国的医药市场，导致了国内许多中小医药 公司的兼并重组和销售人员的严重流失及频繁跳槽。如何吸引并留住优秀的销售人 员既是安徽 HY 医药公司目前急需解决的问题，也是本文研究的关键问题。 本文以 HY 医药公司销售人员为研究对象，采取文献研究和案例研究相结合的 方法，首先认真查阅了国内外相关研究文献，归纳了国内外对销售人员激励机制的 研究现状，简单分析了医药销售行业的行业特点，以此作为激励机制研究的理论基 础；其次，结合安徽 HY 医药公司激励机制的现状，通过销售人员满意度调查和离 职人员走访等方式发现公司存在薪酬体系不完善、绩效考核指标单一、缺乏科学的 人才培养与晋升机制等问题，进一步强调建立合理的激励机制的重要性和迫切性； 最后，结合 HY 医药公司自身的特点和发展战略，对现有的激励机制进行优化，从 薪酬管理、绩效考核和晋升发展方面探讨了改进和完善激励机制的策略和思路，同 时提出了 HY 医药公司需进一步完善人力资源管理体系来保障公司激励机制的顺利 实施。 通过对 HY 医药公司激励机制的研究，公司可以更好的激发销售人员的工作热 情，增强销售人员队伍的稳定性，真正发挥激励机制的杠杆作用，以帮助公司顺利 度过发展瓶颈期。同时由于该问题的普遍性，对其他中小企业的发展也具有一定的 实践和指导作用。 关键词：医药公司；销售人员；激励机制I ABSTRACT Under the market economy conditions, human resources are the lifeblood of the survival and development of enterprises, especially high-level professional and technical personnel have become a critical factor in enhancing the core competitiveness of enterprises. As an important part of human resource management, incentive mechanism is the key to attracting and retaining high-quality talents. It can be said that the scientific perfection of the enterprise incentive mechanism is directly related to the success or failure of the enterprise. Our small and medium sized pharmaceutical companies' work are almost sales-centreed, salesmans' performance directly affects the survival and development of enterprises. However, in recent years, the government has continuously increased the reform of the field of pharmaceutical circulation. Many famous pharmaceutical sales enterprises have been eroding our domestic pharmaceutical market , which has led to the merger and reorganization of many small and medium-sized pharmaceutical companies in China and the serious outflow and frequent job-hopping of salesman. How to attract and retain excellent salesman is an urgent problem that Anhui HY Pharmaceutical Company needs to solve now, and it is also a key issue in this passage. In this passage, we choose HY Pharmaceutical Company as the study object, by using the method of literature research and case study combined. First, this passage carefully consulted the relevant domestic and international literature，summarized the present situation of the salesmans' incentive mechanism research of domestic and international, and briefly analyzed the industry characteristics of the pharmaceutical sales industry as a theoretical basis for the study of incentive mechanism. Second，combined with the current situation of the company incentive mechanism,through the invetigation of salesman satisfaction and interviews with former employees , we found out the problems such incomplete pay mechanism, single performance assessment indicators and lack of staff training mechanism and so on , then further emphasized the importance and urgency of establishing a reasonable incentive mechanism. Finally, combined with HY Pharmaceutical Company's own characteristics and development strategy, the existing incentive mechanism is optimized, and the strategies and ideas for improving and perfecting the incentiv emechanism are discussed from the aspects of salary management, performance appraisal and promotion development. At the same time, HY Pharmaceutical Company need to further improve the human resources managementII system to ensure the smooth implementation of the company's incentive mechanism. Through the research on the incentive mechanism of HY Pharmaceutical Company, the company will better stimulate the sales enthusiasm of the salesman, improve the stability of the sales force team, and truly leverage the incentive mechanism to help the company successfully pass the development bottleneck period. At the same time, due to the universality of the problem, it also has certain practical and guiding effects on the development of other SMEs. KEYWORDS: pharmaceutical company；salesman；incentive mechanism1 目 录 第一章 绪论...................................................................................................1 第一节 选题背景 ...........................................................................................................1 第二节 研究目的与意义 ...............................................................................................2 一、研究目的................................................................................................................2 二、研究意义................................................................................................................2 第三节 国内外研究现状综述 .......................................................................................3 一、国外研究现状........................................................................................................3 二、国内研究现状........................................................................................................4 三、研究现状评述........................................................................................................5 第四节 研究内容与方法 ...............................................................................................5 第二章 激励理论基础...................................................................................7 第一节 激励内涵及界定 ...............................................................................................7 第二节 激励理论概述 ...................................................................................................7 一、内容型激励理论....................................................................................................7 二、过程型激励理论....................................................................................................9 三、行为改造型激励理论............................................................................................9 四、综合型激励理论..................................................................................................10 第三章 HY 医药公司销售人员激励机制概况..........................................11 第一节 HY 医药公司概述及公司组织结构...............................................................11 一、公司概述..............................................................................................................11 二、公司组织结构......................................................................................................11 第二节 HY 医药公司销售人员情况...........................................................................12 一、学历分析..............................................................................................................12 二、年龄及在职年限分析..........................................................................................12 三、销售骨干离职分析..............................................................................................14 第三节 HY 医药公司销售人员激励机制的现状.......................................................152 一、销售人员的薪酬结构.......................................................................................... 15 二、销售人员的绩效考核.......................................................................................... 16 三、销售人员的培训发展.......................................................................................... 16 第四章 HY 医药公司激励机制满意度调查分析......................................17 第一节 问卷调查设计................................................................................................. 17 一、问卷调查的目的.................................................................................................. 17 二、问卷的设计及发放情况...................................................................................... 17 第二节 HY 医药公司销售人员问卷调查分析 .......................................................... 18 一、调查结果的人口统计分析.................................................................................. 19 二、销售人员激励满意度分析.................................................................................. 21 三、销售人员激励机制需求分析.............................................................................. 24 第三节 HY 医药公司激励机制存在的主要问题 ...................................................... 25 一、薪酬制度的不足之处.......................................................................................... 26 二、绩效考核制度的不足之处.................................................................................. 26 三、职业发展制度的不足之处.................................................................................. 27 第五章 HY 医药公司激励机制优化设计策略..........................................29 第一节 激励机制优化设计的主要目标与原则......................................................... 29 一、优化设计主要目标.............................................................................................. 29 二、优化设计主要原则.............................................................................................. 30 第二节 薪酬体系的优化策略..................................................................................... 31 一、薪酬体系设立的原则.......................................................................................... 31 二、薪酬体系的优化策略.......................................................................................... 32 第三节 绩效考核的优化策略..................................................................................... 33 一、优化绩效考核制度的原则.................................................................................. 34 二、设立符合 SMART 原则的绩效考核指标.......................................................... 35 第四节 人才培养与晋升的优化策略......................................................................... 36 一、降低职务晋升对工作年限的要求...................................................................... 36 二、减少区域因素对职业发展的影响...................................................................... 37 三、提高培训的质量.................................................................................................. 37 第五节 激励机制的保障措施..................................................................................... 373 一、提高领导者对激励机制的重视..........................................................................37 二、动态激励与差异化激励相结合..........................................................................38 三、提高销售人员素质..............................................................................................39 第六章 结论.................................................................................................40