对海尔集团营销人员激励机制的研究.doc

对海尔集团营销人员激励机制的研究 摘要 当代中国，在经济发展、社会进步的大前提下，企业面临着越来越复杂的生存环境。营销是企业的重要活动而激励直接影响营销人员精神面貌、工作态度，进而影响企业在顾客心的地位，决定企业的经营成败。激励一直是人力资源管理研究的要问题，科学有效的激励机制对于提高员工满意度，增加企业竞争力具有重要作用。本文详细分析了海尔集团营销人员激励机制的现状，找出激励机制中存在的问题。海尔集团营销人员激励改进要点，并确保其有效实施。从而大大提高人员的积极性，为海尔开展业务奠定良好的基础。海尔集团营销人员激励机制 Study of Haier Group Marketing Personnel Incentive Mechanism ABSTRACT In contemporary China, under the development of economy and society, the living conditions of enterprises are more and more complex. Marketing is an important activity of enterprises. However, incentive directly affect marketers’ spirit and working attitude, thus influence the status of an enterprise among the customers and makes the difference in running an enterprise. Besides, incentive is an important research of the human resources management. Scientific and effective incentive system plays an important role in improve staff satisfaction, and increases the competition of enterprises. Under the guidance of related incentive theories, this paper analyzes the situation of the incentive system of Haier Group and finds out the problems of the incentive system. Based on this, the paper puts forward the gist and the project of Haier Group incentive system, and ensures its effective implementation. So as to greatly improve marketers’ work enthusiasm and lay a good foundation for the Haier Group doing business. In the process of development , The Haier Group implements the “OCE” management mode, “market chain” management, “not race horses” market competition system attracted highly attention of the international management community, hoping to provide a guidance for domestic and foreign related enterprises Key words：The Haier GroupMarketers；Incentive Mechanism 目录 摘要 I ABSTRACT II 一、绪论 1 （一）研究背景 1 （二）研究目的及意义 1 1.研究目的 1 2.研究意义 1 （三）研究内容 2 二、相关理论综述 3 （一）激励的概念 3 （二）激励的作用 3 （三）主要的激励理论 4 1.内容型激励理论 4 2.过程性激励理论 4 3.行为校正型理论 4 （四）海尔集团的发展简介 4 1.海尔集团发展概况 4 2.海尔集团营销人员构成简析 5 三、海尔集团营销人员激励现状及问题分析 8 （一）海尔集团营销人员激励现状分析 8 1.物质激励 8 2.精神激励 8 3.公平竞争激励 9 4.个人发展激励 9