NK大连公司销售人员激励机制优化研究
Study on Incentive Mechanism of Employees in NK Company Dalian
Branch
Abstract
With the continuous improvement of people's living standards, people no longer need to
worry about food and clothing, which makes people pay more and more attention to health,
spiritual and cultural life, and sporting goods have attracted more and more attention.
Especially under the guidance and support of relevant government policies, the sports product
market has developed rapidly. As the front-line sales personnel of the enterprise, the sales
personnel of terminal stores play a vital role in the development and achievement of enterprise
performance. Under the background of the development of this industry, this paper takes the
salespeople of three terminal stores of NK sporting goods company Dalian Branch as the
research object, analyzes the existing incentive mechanism of the enterprise, combined with
relevant theoretical results and research, finds problems, analyzes problems and puts forward
optimization and improvement suggestions. For terminal stores, salespeople are the most
ordinary but important existence of the enterprise. The satisfaction of salespeople will have a
direct impact on their work enthusiasm and enthusiasm, thus affecting the sales performance of
enterprises. For enterprise managers, improving the satisfaction of sales personnel and
stimulating their work enthusiasm and enthusiasm is an effective way to improve sales
performance. If you want to stimulate the work enthusiasm and enthusiasm of sales personnel,
you need the help of incentive mechanism. At the same time, with the rapid development of
various sports brands, there is little difference between sports products. In this case, if
enterprises want to stand out from the competition, they must rely on brand management and
store services. Therefore, the working state of store salespeople will directly affect customers'
understanding of brands.
Based on Maslow's hierarchy of needs theory, Herzberg's two factor theory, Fromm's
expectation theory and Porter and Lawler's comprehensive incentive model, which are the most
authoritative and universal in the incentive field of human resources, this paper investigates the
work and incentive status of salespeople in three direct stores in Dalian by means of
questionnaire and face-to-face interview. So as to find out the problems existing in salary
structure, welfare system, training system, performance system and promotion channel.
Through analysis and research, provide optimization schemes from the aspects of strengthening
material incentive function, establishing compound incentive mechanism, improving training
system, establishing effective performance system and optimizing staff promotion channel, so
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大连理工大学专业学位硕士学位论文
as to comprehensively optimize the incentive mechanism of the company, Establish an
effective guarantee system to optimize the incentive mechanism, so as to improve the efficiency
of the company's daily operation, improve employee satisfaction, and then improve the
competitiveness of the brand in the industry.
The research results can provide reference for the incentive mechanism of daily store
operation of the same type of retail industry, especially multi store and large multinational
corporations.
Key Words：Sales In Store; Incentive Mechanism; Training System
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NK大连公司销售人员激励机制优化研究
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景........................................................................................................... 1
1.2 研究目的和意义............................................................................................... 1
1.2.1 研究目的................................................................................................ 1
1.2.2 研究意义................................................................................................ 2
1.3 研究内容和方法............................................................................................... 3
1.3.1 研究内容................................................................................................ 3
1.3.2 研究方法与技术路线............................................................................ 3
2 相关概念及理论综述.................................................................................................. 5
2.1 激励的概念....................................................................................................... 5
2.2 激励的分类、作用与方法............................................................................... 5
2.2.1 激励的分类............................................................................................ 5
2.2.2 激励的作用............................................................................................ 6
2.2.3 激励的方法............................................................................................ 7
2.3 激励理论综述................................................................................................... 7
2.3.1 内容型激励理论.................................................................................... 8
2.3.2 过程型激励理论.................................................................................... 9
2.3.3 综合型激励理论.................................................................................. 11
2.4 销售人员工作特点及激励研究..................................................................... 12
2.4.1 销售人员工作特性.............................................................................. 12
2.4.2 销售人员激励研究.............................................................................. 13
3 NK大连公司员工激励现状及存在问题分析........................................................... 14
3.1 公司简介及同行业人员激励现状................................................................. 14
3.1.1 公司概况及企业文化介绍.................................................................. 14
3.1.2 公司人员概况...................................................................................... 14
3.1.3 销售行业人员激励简介...................................................................... 17
3.2 NK大连公司员工激励现状.......................................................................... 18
3.2.1 薪酬现状.............................................................................................. 18
3.2.2 福利制度.............................................................................................. 19
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