华洋集团销售人员绩效考核及激励机制研究.docVIP

本 科 毕 业 论 文 华洋集团销售人员绩效考核及激励机制研究The cosmopolitan Group sales personnel performance evaluation and incentive mechanism 学 院： 专业班级： 学生姓名： 学 号： 指导教师： 2012年 4月 摘 要 随着社会商业化程度的增加，销售的触觉已经延伸到了社会生活的各个角落，从事销售行业的人员队伍也在不断扩大中。销售员需要懂得销售产品，获得顾客认同，才能有较好的业绩，以便获得高额的利润回报。纵观各个行业的销售人员的绩效考核，主要是以业绩为主体，基本工资则相对低廉，这就导致了许多销售人员在业绩出不来的情况下，心态变急躁，开始走弯路，使用各种手段拉高自己的业绩。而一旦销售员有这种心态就会做不好销售，最后导致销售失利，自己也黯然退出销售行业。本文通过在华洋集团一段时间的工作和学习，从文化营销的角度，对其绩效考核以及激励制度进行了一定程度的研究，如：晋升机制、工资福利、惩罚措施等，比较各种正、负激励措施对销售人员销售心态、职位升迁、工资水平高低的影响。 文章以华洋集团为研究对象，以其绩效考核为主题，结合激励机制的意义、背景和文化营销、关系营销等理论知识，分析绩效考核在销售行业中的价值体现、实施过程、影响因素及存在的问题。文章结合华洋集团现有绩效考核现状，进一步分析了该集团绩效考核中存在的优缺点，探讨正激励和负激励对销售人员心态和业绩的影响，并提出相应的解决对策，希望能够为华洋集团的绩效考核机制的进一步完善提供可供参考的建议和可实行的具体措施。 关键词： 绩效考核，激励机制，华洋集团 Abstract With the increase of the degree of social business, sales of touch has extended to every corner of social life, engaged in the sales team of industry is also expanding. Salespeople need to know how to sell products, access to customer identification, in order to have better performance in order to obtain high returns. Throughout the performance appraisal of sales personnel in various industries, mainly based on performance, the basic wage is relatively low, which led to many sales staff performance can not get out of the case changed their mentality impatient to start the detours, the use of kinds of means pulled their performance. Once the salespeople have this mentality will do well sales, and finally lead to sales lost, and he is sadly out of the sales industry. Work and study in the cosmopolitan group for some time, from the perspective of cultural marketing, performance appraisal and incentive system, a certain degree of research, such as: promotion mechanisms, wages and benefits, punitive measures to compare a variety of positive negative incentives for sales staff, sales mentality, job promotion, wage levels and low impact. Articles to cosmopolitan Group