【作者】 王晓东；

【导师】 李瀛；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2020， 硕士

【摘要】 随着信息技术的发展和数字时代的来临,各行各业的数据量均呈现前所未有的爆发式增长,这不仅给信息存储行业发展带来压力和挑战,更给信息存储设备制造商带来机遇。而经济全球化和高新技术在企业中的普及应用,使得企业间的联系更为紧密,同时也加剧了存储行业内企业间的竞争。在这个大环境下,是否能够采取有效的营销策略和手段,成为企业在竞争日益激烈的市场环境下关乎生存和发展的关键因素。销售人员作为信息存储设备制造企业营销竞争力的保障,如何持续激励销售人员保持工作积极性、降低人员流动比率也成为行业内各企业目前普遍所面临和困扰的难题。长期的企业实践结果表明,薪酬激励是最直接有效的一种激励方式,因此如何利用有效的薪酬体系实现对销售人员的长期激励,对企业来说有着重要影响。本文以信息存储设备制造商E公司为例,研究该公司现行销售薪酬中的佣金体系中的不足以及优化方案,并加以实施和保障。首先,通过理论研究和国内外研究综述,总结出销售薪酬设计的原则和激励因素对员工激励的作用,形成本文的理论支撑。其次,通过调查问卷、访谈和会议等形式对E公司现行销售佣金体系进行调研,发现现行体系的问题表现形式。第三,通过销售薪酬设计相关理论并结合激励理论的相关内容,从合理性、公平性、竞争性、和激励性四个方面分析现行佣金体系表象下的根本问题和不足之处。最后,结合E公司战略和销售人员的特点,对佣金体系的不足之处提出解决和优化方案,并加以实施和保障。通过对E公司销售佣金体系问题的调查研究、理论分析和方案提出,完善E公司销售佣金体系,使其能够更好的发挥销售薪酬激励的作用,从而为E公司未来实施营销战略和保持良好企业营销竞争力提供保障。更多还原

【Abstract】 With the development of information technology and the advent of the digital age,data volume of all industries explosively grows,which not only brings pressure and challenges to the development of the information storage industry,but also brings opportunities to manufacturers of storage equipment.The economic globalization and the popularization of new technology in enterprises have made enterprises more closely connected,and also intensified competition in the storage industry.Whether or not effective marketing strategies and methods can be adopted has become a key factor for enterprises to survive and develop in an increasingly competitive market environment.As the guarantee of the marketing competetiveness of those storage companies,how to continually motivating the sales staff to keep their work motivated and reduce the turnover ratio has become a common problem faced by enterprises.The results of long-term corporate practice show that compensation incentives are the most direct and effective method.Therefore,how to use an effective compensation system to achieve long-term incentives for sales staff has an important impact on the company.This article takes the commission system in E Company as an example to study the deficiencies in the current system,and to optimize it.First,through theoretical researches,summarized the principles of sales compensation design and the role of motivating factors on employee motivation,which are the theoretical support for this article.Secondly,through investigation questionnaires,interviews and conferences,found the current system’s problem manifestations.Thirdly,through the relevant theories,the fundamental problems and deficiencies of the current commission system are analyzed from four aspects: rationality,fairness,competitiveness,and incentives.Finally,combining the characteristics of E Company strategy and sales staff,it proposes solutions,optimizations to the deficiencies of the commission system.By researching on the sales commission system of E company,theoretical analysis and proposal made to improve the sales commission system,make it more effectively in sales staff motivating,implement marketing strategy for E company in the future and keep Marketing competitiveness provides.更多还原