销售人员激励机制论文

本科毕业论文

题目销售人员激励机制研究

姓名肖本炎

专业市场营销学号051024019 指导教师李春成职称讲师

中国·武汉

二○○九年六月

分类号密级华中农业大学本科毕业论文

销售人员激励机制研究

Salesman incentive mechanism research

学生姓名：肖本炎

学生学号：***********

学生专业：市场营销

指导教师：李春成讲师

华中农业大学经济管理学院

二○○九年六月

目录

摘要 ........................................................................................................................................... I ABSTRACT ............................................................................................................................ II 一、导论. (1)

（一）研究背景及意义 (1)

（二）相关理论著述 (2)

（三）基本研究路线图 (6)

二、实证研究设计 (7)

（一）研究模型与假设 (7)

（二）问卷设计以及问卷调查 (9)

（三）数据统计分析方法 (9)

三、研究结果与分析 (10)

（一）描述性统计分析 (10)

（二）信度分析 (14)

四、研究结论与建议 (14)

（一）研究结论 (14)

（二）研究建议 (16)

五、研究不足及研究展望 (16)

（一）研究不足 (16)

（二）研究展望 (17)

参考文献 (18)

致谢 (20)

附录 (21)

摘要

在全球化浪潮下，我国企业在国内外市场上都面临发达国家企业日益激烈的竞争。在这种背景下, 企业做好销售工作显得更加重要。销售是企业最重要的工作之一，也是一项富有挑战性和创造性的工作，与其它的职位相比，销售为希望独立和自由运作的人提供了良好的机会，因此销售是一份很有吸引力的职业。但事实上,许多企业都面临着销售人员流失率高,业绩下滑的困扰,如何改变这一现状,不能不提到销售人员激励的问题。

本次研究是在借鉴一般的激励理论和最近的研究文献的基础上，从营销管理，人力资源，经济学的角度，对销售人员激励机制进行初步研究。首先，分析销售人员激励的影响因素，包括物质性因素对销售人员激励的程度，非物质性因素对销售人员的激励程度,通过研究,我们可以看到，销售人员对物质性激励更加敏感，其中一个例外,就是销售人员也非常关注晋升,关注度高于基本工资，为4.10。其次，通过对不同行业的销售人员的调查，运用描述性统计，在实证研究的基础上验证影响因素对销售人员激励的显著性,结果表明不同行业和不同从业年限的销售人员对个人影响力因素存在显著性差异,不同行业之间对提成也存在显著性差异。最后,在调查研究的基础上建立并优化销售人员激励模型，这对于提高企业销售薪酬设计的科学性，提高销售激励的效果，提升企业的市场业绩和市场竞争力，都有者非常重要的现实意义。

关键词:销售人员, 激励, 物质性报酬, 非物质性收入

ABSTRACT

In the wave of globalization, China's enterprises are facing in the developed countries' enterprises' competition both in the domestic and international markets. Under this background, it is extremely important for enterprises to do well in the marketing work. As one of the most important work in an enterprises, marketing is also a professions, marketing provides with good opportunity for the people who want to be independent and free working, so marketing is a profession with a great attraction. But in fact many enterprises are facing salesman losses and marketing achievements declines. For changing this situation, it is necessary to do researches on the incentive to the salesman.

Based on the general incentive theory and recent research documents, this paper is to do the preliminary research on the incentive to the salesman through the viewpoints of marketing management, human resources and economics. First, to analyze the factors affecting the incentive to salesman, contain the material and non-material factors' incentive degree to the salesman. Through the research , we can find out that salesman are more sensitive to the material incentives; however there is an exception that salesman are also taken promotion to a higher office seriously and the interest degree is 4.10, is higher than that of basic salary. Second, based on the questionnaires to salesman of different industries, use the descriptive statistics while verifying the collective factors' dominance to salesman on the basis of authentic proofs and researches, we can find that salesman in different industries and of different fixed number of working years have dominant difference in individual's affecting factors, and the royalty in different industries is different. Finally, this paper is trying to build and optimize the salesman incentive model based on the investigation and researches. This model can improve the enterprises' rationalities on marketing salary design, improve the effects of the incentive marketing, strengthen enterprises' market performance and competitiveness, has very important practical significance.

Keywords: salesman; motivation; material reward; Immaterial income