中小企业营销人员流失问题的分析解读.doc

目录 摘要................................................................................................................................1 ABSTRACT...................................................................................................................2 文献综述........................................................................................................................3 一、中小企业营销人员流失的特点及其影响............................................................7 （一）心理危机............................................................................................................7 （二）信息危机培训随着我国社会主义市场经济的发展，竞争日趋激烈Abstract Recently, with the rapid development of China’s socialist market economy, the market competition becomes more and more fierce. And the core of competition is the talent competition. As we all know, small business is an important part of our socialist economy. Salesman, as the major force in small business, plays an important role in its development. In order to achieve steady development in the fierce market economy, small business largely relies on high-quality salesmen who are the important weapon for the competition. But salesman turnover has become a serious impediment to small business development. Firstly, the thesis analyzes the characteristics of salesman turnover and the serious results for small business. Then based on the analysis, it will further analyze the reasons for salesman turnover. Finally, the thesis will give some effective measures to prevent the salesman turnover. Keywords：Small business ； salesmen ； turnover 文献综述 引言：中小企业在激烈的社会竞争当中，营销日益成为企业生存发展的关键，是其实现快速发展和持续赢利的核心保证。没有销售结果，企业一切的工作都是无用功。企业以营销结果为导向。在世界经济不断发展的今天，营销人才是中小企业销售工作好坏的关键。然而，很多中小企业都存在着营销人员流失的不良现象。营销人才是一种贵重资源人才的流失是贵重资源的流失，它会给发展带来极大的负面影响 （一）国外学者的研究综述 西方发达国家诸多学者对中小企业营销人员流失的影响因素进行了深入研究，从不同角度和层面进行分析，重要有以下两种代表性的观点： 麦肯和玛瑞在《论企业人才流失》一书中提出，营销人员产生离职的原因主要集中在三方面：自我因素、工作关系因素和宏观经济因素。自我因素主要包括个性、能力、职业期望、个人背景等方面的差异带来的影响。工作关系因素主要包括组织关系因素及其导致的个人态度；宏观经济因素主要包括本地的薪酬制度和消费水平、社会失业率、劳动力市场的变化规律等。西方