快速消费品企业销售人员激励体系研究——以h公司为例-study on the incentive system of salesmen in fmcg enterprises - taking h company as an example.docx

快速消费品企业销售人员激励体系研究中文摘要快速消费品企业销售人员激励体系研究——以 H 公司为例 中文摘要随着改革开放的不断深入，我国经济进入快速发展时期，从事快速消费品生产销 售的企业也越来越多。但是，目前很多快速消费品企业都存在一个十分严重的问题， 就是销售人员离职现象严重。一个企业是否具备比较完善的员工激励体系则是影响员 工离职率的一个主要因素。对于快速消费品行业的企业来说，销售人员的激励显得尤 为重要。如何建立并实施有效的激励体系，从而带动公司业绩持续增长已成为迫在眉 睫的问题。在综合研究前人的各种文献资料的基础上，本文以某大型快速消费品企业 H 公 司为研究对象，通过对其销售分公司进行实地调查，获得了该公司销售激励体系等方 面的第一手数据，并结合激励理论，通过定性与定量分析，对 H 公司当前的激励体 系及其存在的问题提出改进意见。研究表明，H 公司销售人员激励体系不完善主要存 在于薪资制度、福利体系、绩效考核体系以及员工职业生涯规划管理四个方面，针对 以上的四个问题，本文提出了建立激励型薪酬体系、优化培训激励机制、建立员工职 业发展规划和实施候选人计划项目四个方面的对策。关键词：快速消费品；销售人员；激励机制作者：陶金栋 指导教师：陈东健IAbstractSubject: Research for the Inspirement System of sales in FMCC company -- Example by H CompanySubject: Research for the Inspirement System of sales in FMCC company -- Example by H CompanyAbstractWith the deeply execution of reform and open policy, our countrys economy enters the fast development period, the enterprises which are operating FMCG(Fast Moving Consumer Goods) business are getting more and more. However, many of the FMCG Companies are facing the problem which is high turnover rate of sales person. The major fact impacting the employee’s turnover is whether the company has good employee Inspirement System. Regarding to the FMCG companies, the inspirement to the sales person is more important. So, as a FMCG company, it’s becoming a serious that how to implement an effective and completed Encourage System regarding sales person and keep to drive the continuous increasing.With the foundation of integrating documents material of predecessors’ study, the analysis of this article believe that the uncompleted inspirement system directly impact the business stability and continuous increase. This article takes a big FMCG company as a research, and gets the 1st hand data by on-site investigation and interview with the subsidiaries current inspirement system. By combining the related encouragement theories with these raw information and data, qualitative and quantities analysis are used for deep research of H company’s inspirement syste