浅析企业营销人员可变薪酬激励机制毕业论文.docVIP

毕 业 论 文 论文题目：浅析企业营销人员可变薪酬激励机制 学生姓名：刘 邦 学 号：1104020207 年级专业：二○一一级人力资源管理 指导老师：宋 艳 琼 系 别：管理科学与工程系 湖南·长沙 二O一四年三月  目 录 前言 ········································································1 1激励理论及过程··························································· 2 1.1激励理论······························································2 1.2激励过程 ·····························································2 1.3目标激励······························································3 1.3.1领导者激励························································3 1.3.2积极参与激励······················································3 1.3.3公平激励··························································3 1.3.4惩罚激励··························································4 1.3.5金枪激励的弊端····················································4 2 影响激励机制建立原因····················································4 2.1主要负责人的风格······················································4 2.2营销管理制度及薪资体系················································4 2.3企业发展状况··························································4 2.4行业发展平均水平······················································4 3 保障激励模式顺利实施的配套措施·········································5 3.1关注营销人员的选拔和招聘··············································5 3.2关注营销人员的培训····················································5 4 总结·······································································6 参考文献····································································7 致谢·········································································8 浅析企业营销人员可变薪酬激励机制 作 者：刘 邦 指导老师：宋艳琼 （湖南信息科学职业学院管理科学与工程系 人力资源管理 410151) 摘要：营销人员的工作热情会直接影响产品和企业在消费者心目中的地位与形象，建立公平，合理的营销人员激励机制对企业营销活动的顺利开展具有十分重要的作用。文章从激励理论出发，深入分析了影响企业激励机制的主要因素。提出目标激励，参与激励，公平激励，奖励激励与直接利益激励六种激励模式，并且在此基础上提出了促进激励机制顺利实施的配套模式. 关键词：营销；激励；机制；模式 前言 营销人员的精神面貌，工作态度最直接的影响企业在顾客心目中的地位，决定企业的经营成败。按照企业营销观念建立一