毕业论文：小型白酒企业销售人员薪酬管理研究——基于差异化销售策略的分析.doc

论文题目：小型白酒企业销售人员薪酬管理研究 --基于差异化销售策略 小型白酒企业销售人员薪酬管理研究 ——基于差异化销售策略 摘 要：白酒市场厂商林立，品牌繁杂，要在残酷的竞争中生存发展，销售的重要性是不言而喻的。销售人员作为实现企业销售目标的主体，如何结合现实的市场销售制度，制定相应的薪酬制度对销售人员进行激励，是每一个企业管理者都在寻找的突破口。以往的有关的薪酬研究并没有涉及到小型白酒企业的具体薪酬设计。 本文从产品差异化销售的角度出发，着重探讨了小型白酒企业薪酬设计方面的几个问题。 首先，本文以国内外的薪酬管理、激励理论为基础，通过规范研究法，文献分析法，以国内外的薪酬理论，激励理论为基础总结出以往的企业薪酬理论在小型白酒企业薪酬制度制定中所存在的不足。 其次，总结了目前小型白酒企业的生存现状，结合实际市场环境分析小型白酒企业的差异化销售特点，通过小型白酒企业的销售特点来说明销售人员薪酬制度与企业销售目标之间的重要联系，阐述制定适合小型白酒企业销售特点薪酬制度的重要性及面临的问题。 最后，创新性的提出了基于前文所总结的差异化销售策略中小型白酒企业、经销商、销售人员之间的实际市场矛盾，通过“给予销售人员自己的白酒品牌”这一薪酬制定计划来平衡三者之间关系，达到提高企业产品销量，实现企业战略目标。 关键字：小型白酒企业；差异化销售；薪酬管理；激励 Small liquor business sales staff compensation management --Sales strategy based on differentiation Abstract Liquor market vendors everywhere, the brand is complicated, in the brutal competition for survival and development, the importance of sales is self-evident. Sales staff as the main body of the company sales targets, how to combine the reality of the market system, and develop appropriate pay system to motivate the sales staff, each a business manager looking for a breakthrough. About the pay is not related to the specific remuneration of the small liquor business. From the sales point of product differentiation, focused on the small liquor companies pay design. Firstly, domestic and international compensation management, incentive theory, normative research method, document analysis, the compensation theory at home and abroad, based on incentive theory summed up the past, enterprises pay theory in the small liquor companies pay system development shortcomings. Secondly, the survival status of the small liquor business, the actual market environment, sales of differentiated features of small liquor business, to illustrate the important link between the sales staff remuneration system and the company sales targets through the sales characteristics of the small liquor business on development of the importance of the sales characteristics of the remuneration syst