关于天狮集团直销人员激励问题的研究

关于天狮集团直销人员激励问题的研究

摘要

2005年9月，中国政府已经明确为直销立法，规范的直销必将成为中国市场经济的一个有机的组成部分。直销业最核心的基点在于人，对直销员工的激励问题是直销活动中的核心内容，直销公司至今缺乏一套适合中国直销员特点的激励方法，当前直销激励机制存在着很多需要改进的地方，建立更加有效的直销激励机制。

本文以此为出发点,在概括分析了西方经济经典激励理论的基础上，运用激励理论，系统地对天狮集团员工的激励内容、激励方法进行分析;通过实证研究的方法对直销员的激励现状进行研究。在现有的激励方法的基础上，针对直销员的需求的特点，提出了有效的改进方法，内容包括全面的培训机制、深入地传播企业文化、建立绩效反馈体系和提高区域管理者的管理水平。公司在培训内容设置上应该涵盖价值观、激励方案内容、直销员素质等方面;在培训方法的采用上，应该采用多元化的培训方法;在培训者的安排上，公司应该致力于打造高素质的培训师队伍。公司正确地传播企业文化的关键在于要从直销员群体的特点出发，传播企业的信念价值观等。

关键词：激励；培训；奖金制度

Research on Direct Sale Personnel Stimulate of TIENS

Group

Abstract

In September 2005, the Chinese government has been defined to make a legislation of direct selling, and regulating direct selling will become Chinese market economy an organic composition. The core base is human, in the direct sales staff motivation is the direct marketing activities of the core content, direct marketing companies have so far lacked a suitable characteristics are needed in many areas to establish a more direct and effective incentive mechanism.

This paper uses this as a starting point, on the basis of summary analysis of the western classical economic theory of incentives, analysis TIENS Group of direct marketing to enterprises as staff motivation and incentive. By the existing methods of incentive, based on the needs of the multi characteristics, this paper thinks the effective ways to improve on the basis of the existing incentive program, including the training mechanisms, effective dissemination of corporate culture, the establishment of an effective performance feedback channels and regional managers to improve the management level. Companies in the training content should cover values, incentive programs, and skilled quality; in the training methods used, should be used in a wide range of training methods, particularly when it comes to effective use of create high-quality training team. Companies to disseminate correct corporate culture is the key from the special features of the multi groups; Enterprise spread the belief values，and so on.

Key words:Incentives; Training; Bonus system

目录

摘要

Abstract

1问题的提出 (1)

1.1研究背景 (1)

1.2研究目的和意义 (1)

2直销及相关理论简介 (3)

2.1直销定义 (3)

2.2激励理论综述 (3)

2.2.1激励理论简介 (3)

2.2.2波特-劳勒激励模型与赫茨双因素理论 (4)

3天狮集团直销人员激励现状分析 (6)

3.1天狮发展史及现状 (6)

3.2天狮集团奖金激励制度及直销人员管理 (7)

3.2.1 天狮集团直销人员组织结构及现状分析 (7)

3.2.2奖金激励制度 (8)

3.2.3直销人员的激励效果及因素分析 (9)

3.3天狮直销员激励方案存在问题的分析 (11)

3.3.1企业员工缺乏归属感 (11)

3.3.2单一激励方案效果不佳 (12)

3.3.3直销人员培训机制存在不足 (12)

3.3.4缺乏一个有效的绩效反馈体系 (13)

3.3.5企业形象有待提高 (13)

4针对天狮直销员激励问题的解决对策 (14)

4.1加强初级直销员的外部激励 (14)

4.2建立全面的培训机制 (15)

4.2.1培训内容针对化 (15)

4.2.2培训方法多样化 (15)

4.2.3加强高素质培训师的塑造力度 (16)

4.3深入传播企业文化 (16)

4.4建设综合的绩效反馈体系 (17)