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MBA硕士毕业论文_公司西安分公司销售人员激励优化研究PDF

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军工,国防之基石。在国际形势日益严峻的今天在国内外的大环境下,中国的崛起离不 开经济的发展,社会的安定,更离不开国防实力的保障。近年来,随着武器装备的不断升级 以及军民融合的不断推进。传统军工行业的传统营销模式受到强烈冲击,等、靠、要的老思 路已经在改革的浪潮中被彻底淘汰。J公司作为传统军工企业中的一员,企业整体发展面临 进程跟不上目标等多方面压力,而西安分公司作为J公司军品市场的前沿试点机构,依旧面 临着一线销售人员动力不足,积极性不高,信息反馈迟缓等多方面不利因素。 本文以销售人员激励的基本理论为指导依据,结合目前J公司市场营销现状,以问卷 调查、人员访谈、文献研究、案例分析等方法全面探讨公司在市场人员激励方面存在的缺陷。 本文针对这些缺陷,以西安分公司销售人员为研究对象,运用经典激励理论从销售人员薪酬、 福利、晋升、培训、考核等多个方面进行优化,并提出保障措施保证激励方案的有效执行, 充分发挥J公司西安分公司一线销售人员的积极性,留住优秀销售人才,提高销售队伍实战 水平,解决公司在市场一线疲软的当务之急。 关键词:军工企业,激励,销售人员 J公司西安分公司销售人员激励优化研究 II Abstract Military industry is the cornerstone of national defense. In today's increasingly grim international situation, the rise of China cannot be separated from economic development, social stability and national defense. In recent years, with the continuous upgrading of weapons and equipment and the continuous promotion of civil-military integration. The traditional marketing mode of the traditional military industry has been strongly impacted, and the old idea of relying on the important has been completely eliminated in the wave of reform. As a member of the traditional military enterprise, J company's overall development is faced with many pressures, such as the process is not up to the target. Xi 'an, as the frontier pilot institution of J's military products market, is still faced with many adverse factors such as the lack of motivation, low enthusiasm and slow information feedback of front-line sales staff. Based on the basic theory of sales staff motivation and the current marketing situation of J company, this paper comprehensively discusses the company's defects in marketing staff motivation from aspects of questionnaire survey, personnel interview, literature research and case analysis. This paper will aim at these defects and take the sales staff of xi 'an as the research object. Apply the classical incentive theory to optimize the salary, welfare, promotion, training and assessment of sales staff. And put forward the safeguard measures to ensure the effective implementation of incentive plan. Give full play to the enthusiasm of the front-line sales staff of xi 'an branch of J company, retain excellent sales talents, improve the actual combat level of the sales team, and solve the urgent matter of the company's weakness in the front line of the market. Key words: military enterprise,incentives,the sales staff 南京航空航天大学硕士学位论文 III 目 录 第一章 绪论 ........................................................................................................................... 1 1.1 选题依据 .................................................................................................................. 1 1.1.1 研究背景 ..................................................................................................... 1 1.1.2 研究意义 ..................................................................................................... 1 1.2 国内外相关研究 ...................................................................................................... 2 1.2.1 国外研究现状 ............................................................................................. 2 1.2.2 国内研究现状 ............................................................................................. 3 1.2.3 文献评述 ..................................................................................................... 4 1.3 论文的研究目标、内容及方法 .............................................................................. 5 1.3.1 研究目标 ..................................................................................................... 5 1.3.2 研究内容 ....................................................................................................... 5 1.3.3 研究方法 ....................................................................................................... 5 第二章 相关理论概述 ......................................................................................................... 8 2.1 激励及激励机制的概念 .......................................................................................... 8 2.1.1激励的概念 .................................................................................................... 8 2.1.2激励机制的概念 ............................................................................................ 8 2.2 相关理论 .................................................................................................................. 8 2.2.1马斯洛需求层次理论 .................................................................................... 8 2.2.2 保健双因素理论 ......................................................................................... 10 2.2.3 ERG理论 ..................................................................................................... 11 2.3 激励的方法 ............................................................................................................ 12 第三章 J公司西安分公司销售人员激励现状分析 ........................................................ 14 3.1 总公司概况及军品市场概况 ................................................................................ 14 3.1.1总公司概况 .................................................................................................. 14 3.1.2公司军品市场概况 ...................................................................................... 15 3.2 分公司军品市场销售人力资源分析 .................................................................... 16 3.2.1 分公司军品市场发展目标 ..................................................................... 16 3.2.2 分公司销售人力资源分析 ..................................................................... 17 J公司西安分公司销售人员激励优化研究 IV 3.3 分公司军品市场激励制度现状 ............................................................................ 18 3.3.1 薪酬体系 ................................................................................................. 18 3.3.2 福利体系 ................................................................................................. 19 3.3.3 晋升与培训体系 ..................................................................................... 19 3.3.4 绩效考核体系 ......................................................................................... 20 3.4 西安分公司薪酬比较分析 .................................................................................... 22 3.5 本章小结 ................................................................................................................ 23 第四章 J公司西安分公司销售人员激励存在的问题及原因分析 .................................... 24 4.1 问卷调查及结果分析 ............................................................................................ 24 4.1.1 问卷调查的设计与实施 ............................................................................. 24 4.1.2 问卷调查的信度分析 ................................................................................. 25 4.1.3 问卷调查结果分析 ..................................................................................... 25 4.2 深度访谈及结果分析 ............................................................................................ 27 4.2.1 访谈对象选择及访谈提纲 ......................................................................... 27 4.2.2 访谈信息整理 ............................................................................................. 28 4.2.3 访谈结果分析 ..............................................