I 江西江铃公司销售人员激励机制改进研究 摘要 汽车销售这一行业已经成为当今社会重要的行业，并且其发展前景良好，在这种情 况之下人才培养就显得十分重要。汽车销售行业虽然发展趋势比较好，但是在发展过程 中也出现了很多问题，该行业的人才缺失成为了制约行业发展的最大问题。为了让汽车 行业获得更好的发展，汽车销售行业必须努力提高绩效、重视人才的培养。 本论文将激励理论运用到江西江铃公司的案例中，完善公司的激励机制。首先，论 文在国内外激励方面相关研究的基础上，从需求层次理论、双因素理论等方面入手，为 江西江铃公司销售人员激励机制的构建奠定理论基础；其次，论文立足于江西江铃公司 的实际情况，根据相关激励理论，结合实地调研，分析了江西江铃公司激励机制存在的 问题，并建立了一套行之有效且相对比较适合汽车销售行业的激励机制。 本论文从江西江铃销售人员的薪酬福利、绩效考核、晋升发展、精神激励四个方面 对江西江铃现有的激励制度进行了调整与修正，一定程度上解决了销售人员激励效果不 明显的问题，同时也能提高员工对企业的信心，保持企业原有的优势。同时，也可以给 同行业其他企业建立销售人员激励机制提供参考。 关键词：江西江铃，销售，激励机制，优化Abstract II RESEARCH ON the Improvement of Sales Personnel Incentive Mechanism in Jiangxi Jiangling Company ABSTRACT With the development of automobile sales industry, automobile sales talents have become the most important wealth of enterprises. In recent years, automobile sales have shown a basic trend of rapid development, but the problem of insufficient sales personnel has become increasingly prominent. How to improve sales performance and reduce the turnover rate of sales staff has become a problem that automobile sales companies must face and solve. The main idea of this paper is to apply the existing incentive theory to the case of Jiangling Company in Jiangxi Province, improve the incentive mechanism of the company, and provide reference for the incentive mechanism of the automobile sales industry. Firstly, on the basis of summing up the relevant research on motivation at home and abroad, this paper starts with the demand level theory and the two-factor theory, laying a theoretical foundation for the construction of the motivation mechanism for Jiangxi Jiangling Company's salesmen; secondly, based on the actual situation of Jiangxi Jiangling Company, according to the relevant motivation theory, combined with field research, this paper analyses the motivation of Jiangxi Jiangling Company. The existing problems of the mechanism and the establishment of an effective and relatively suitable incentive mechanism for the automotive sales industry. This paper adjusts and amends Jiangling's existing incentive system from four aspects: salary and welfare, performance appraisal, promotion and development, and spiritual incentive. To a certain extent, it solves the problem that the incentive effect of Jiangling's salesmen is not obvious. This paper hopes to help enterprises solve the difficulties in the process of operation and management, improve sales performance, enhance the loyalty of sales personnel to enterprises, and maintain the core advantages of enterprises by studying the incentive mechanism of sales personnel in Jiangxi Jiangling Company. At the same time, the research on sales incentive mechanism of Jiangxi Jiangling Company can also provide reference for other enterprises in the same industry. Key words: Jiangling, sales, incentive mechanism, optimization目录 III 目录 第一章 绪论.............................................................................................................................1 1.1 研究背景与意义........................................................................................................1 1.1.1 研究背景.........................................................................................................1 1.1.2 研究意义.........................................................................................................1 1.2 文献综述......................................................................................................................................2 1.2.1 国外文献综述.................................................................................................2 1.2.2 国内文献综述.................................................................................................4 1.2.3 文献述评.........................................................................................................6 1.3 研究内容与研究方法................................................................................................8 1.3.1 研究内容 .....................................................................................................8 1.3.2 研究方法.........................................................................................................9 1.4 研究的创新之处........................................................................................................9 第二章 激励相关理论...........................................................................................................10 2.1 马斯洛需要层次理论.............................................................................................................10 2.2 赫兹伯格双因素理论.............................................................................................................11 2.3 公平理论....................................................................................................................................11 2.4 基于自我实现基础上的员工授权研究............................................................................12 第三章 江西江铃公司概述及销售人员激励机制的现状分析...........................................13 3.1 江西江铃公司概述.................................................................................................................13 3.1.1 公司简介 ...................................................................................................14 3.1.2 公司文化.......................................................................................................14 3.1.3 公司组织架构...............................................................................................15 3.1.4 公司经营状况...............................................................................................15 3.1.5 江西江铃公司销售人员情况分析...............................................................15 3.2 江西江铃公司销售人员激励的现行机制..............................................................18 3.2.1 薪酬福利方面...............................................................................................19 3.2.2 绩效考核方面...............................................................................................19 3.2.3 晋升发展方面...............................................................................................19 3.2.4 精神激励方面...............................................................................................20 3.3 江西江铃公司销售人员激励机制的效果分析......................................................20 3.3.1 调研目的.......................................................................................................20 3.3.2 问卷设计.......................................................................................................20目录 IV 3.3.3 问卷发放.......................................................................................................21 3.3.4 调研结果分析...............................................................................................21 3.4 江西江铃公司销售人员激励机制存在的问题分析...............................................22 3.4.1 薪酬福利方面...............................................................................................22 3.4.2 绩效考核方面...............................................................................................22 3.4.3 晋升发展方面...............................................................................................23 3.4.4 精神激励方面.........................................................................................