三一重工营销总公司员工满意度提升研究

【作者】 谭臣佚；

【导师】 饶育蕾；

【作者基本信息】 中南大学 ， 工商管理， 2006， 硕士

【摘要】 营销与创新是三一重工赖以生存的两大基石，但面对具有很强创新能力且不断适应中国的世界500强企业，我们与它们的差距很明显；而国内的工程机械厂家也在多年的市场竞争中，正不断的进行着营销手段的自我完善与产品技术的积累，三一重工所承受的竞争压力也是越来越大。在近乎残酷的市场竞争中，企业自身如何进行有价值的改进，形成竞争对手在短期内无法模仿的核心竞争能力，是三一重工的当务之急，同时这也是中国大部分企业更大发展的一个共同面对的问题，三一重工所面临的机遇与挑战是前所未有的。本文总结了我国工程机械市场竞争的现状、机遇和挑战，分析了三一重工的市场营销战略，结合战略实施需要深入研究了三一重工营销总公司内部所存在的人力资源问题。在此基础上对三一重工营销总公司的人力结构、人力素质、人力流动方向及比率、人力使用效率、人力管理情况、员工满意度进行了调查分析。据此对三一重工营销总公司人力资源做出科学的诊断。指出随着市场竞争的日趋激烈，营销作为企业核心竞争力，其重要性愈发突显，而人力资源方面提升员工满意度的管理创新则是赢得竞争优势的重要手段。三一重工营销总公司的人力资源管理必须进行调整，进一步提升员工满意度，应建立具有内在匹配性与统一性的人力资源管理体系，充分重视分析诊断员工的流动方向与流动原因，动态地把握员工的心理，尤其要注意定期、定量综合测定员工满意度；同时进一步规范三一重工营销总公司的人员招聘管理；建立基于实战的持续的全方位培训体系；基于人性化的激励与考核，基于企业文化的管理长效机制。以提升员工满意度，控制、引导人力合理流动，开发现有人力潜能，提高人力资源使用效率，最终达成提升企业竞争能力的目的。更多还原

【Abstract】 Marketing and innovation are the two comerstones of Sany heavy industry’s survival, but facing a strong ability to innovate constantly adapt to China’s world top 500 enterprises, and the gap between them is obvious; After many years’ competition in this market, the domestic construction machinery manufacturers are constantly engaged in a marketing tool for continuous improvement and technological accumulation, Sany heavy industry is also under increasing competitive pressure. In almost brutal competition of this market, how to improve the enterprise valuable, to form the core competitive edge which the competitors in the short term can’t copy. Which are not only the most urgent task for Sany heavy industry, but also a most common problem for most other Chinese enterprises. Now Sany heavy industry is facing unprecedented opportunities and challenges.This paper summarized the current situation of China’s construction machinery market, the opportunities and challenges, analyzed Sany heavy industry’s marketing strategy, and combined the need of strategy implementation, deeply researched the Sany heavy industry internal shortcomings of human resources. On this basis, this paper surveyed and analyzed the manpower structure, the quality of manpower, the manpower and flow rates, and the efficient use of manpower, manpower management, employee satisfaction of Sany heavy industry’s marketing staff. According to that, a scientific diagnosis was made about Sany heavy industry’s marketing human resources. Along with the increasingly fierce market competition, marketing, as the core competitiveness of enterprises, increasingly highlight its importance, and the human resources management to enhance employees’ satisfaction is becoming an important means for gaining competitive advantages. Sany heavy industry must integrate the industry characteristics with the adjustment of enterprise marketing strategy, timely change and innovate the human resources management. And indicate that Sany heavy industry enhances employees’ satisfaction, continue to maintain or expand market position, which should be taken measures in the marketing of human resources management.The human resources management of Sany Heavy Industry’s Marketing Corporation must be adjusted, with the internal matching and unity human resources management system should be established, full attention should be paid to analyze the staff’s flow direction and their flow reasons. Dynamically master the staff’s psychological, pay particular attention to regularly, comprehensively and quantitatively test the employees’ Satisfaction; At the same time the recruitment management of Sany heavy industry marketing company should be further standardized; Comprehensive training system founded on the basis of actual experience, based on the humanized incentive and evaluation, long-lasting and effective mechanism for the management of enterprise culture should be established. To enhance employees’ satisfaction, control and guide the rational flow of manpower, to develop the existing human potential and to improve the efficient use of human resources, enhance the competitiveness of the enterprises to reach the ultimate goal.更多还原