导　　师： 郝英奇

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 在团队管理思想已深入人心的今天,销售团队是被企业广泛采用的一种实现产品销售的组织形式,己成为整个企业生存和发展的命脉。如何有效激励企业销售团队成员,调动他们的积极性已成为国内企业面临的一大挑战。 本文在对激励理论文献研究的基础上,结合访谈,从销售团队的内涵出发,分析了包括销售工作、销售人员特点以及成员构成在内的销售团队特性,并在此基础上提出了销售团队的运行机制。然后通过发放调查问卷,调查销售团队成员对各需求因素的重视程度,归纳出销售团队成员有“工作及团队”、“企业支持”、“个人成长”、“薪酬福利”四大主要需求维度,进而分析了不同性别、年龄、学历、职位的销售团队成员有不同的需求偏好。最后,针对销售团队特性及其成员的特殊需求,设计了销售团队激励机制,并从“物质激励机制”、“精神激励机制”、“绩效评估机制”三个方面进行论述。在物质激励机制中,设计了销售团队的薪酬模式并解释了其运行机理。精神激励机制方面,通过个人成长机制、工作及团队激励机制以及企业支持机制,进一步提升销售团队成员的归属感和增强彼此间的沟通协作。最后通过绩效评估机制更好地发挥物质和精神激励机制的作用。 既有的相关文献往往以销售员个人为研究对象,注重开发员工个人的工作积极性;本文则以团队整体及职能角色为对象,在实地访谈和调查问卷的基础上,设计了销售团队的激励机制,有利于激发团队整体的工作动力,趋近“无为而治”的管理境界。 Team management has become a thoroughly important idea in management.Sales team is a widely accepted structure to achieve sales growth,and it has been the critical element to the perpetual succession of the company.Challenges faced by most domestic organizations are how to motivate the team members,and initiate their participations in the team environment. Based on the literature of motivation and interviews,this paper firstly provides analysis on the nature of sales activities,characteristics of sales personnel and the uniqueness of the team therefore formed,coupled with further discussions,operational mechanism of the sales team is proposed.Secondly,survey has been conducted to investigate the preference of demand from different factors to sales team members.The factors as following are concluded to be the four main dimensions according to the participants in the survey:work and the team, company support,self development,and compensation and welfare.Advancing this finding, analysis of different genders,age group,qualifications and job positions suggests that team members' preferences to the four factors vary.Sales team incentive mechanism is then designed.This mechanism will be explored from three aspects:material incentives,mental incentives and performance evaluation.Material incentives present the compensation model and explain how it works.Mental incentives focus on self development,work and team incentive mechanism along with corporate support mechanism,by which to increase the sense of belong and communication.Finally,performance evaluation is a means to better exert the functions of material and mental incentives. Existing literatures usually concentrate on the individual,emphasis on personal initiative. However,this paper draws the attention to the team as a whole and its corresponding function, establish the facts on interviews and survey,and design the incentives mechanism of sales team,which is propitious to arousing motivation.This would be the management style namely 'Do nothing to manage'.

关 键 词： 销售团队 激励机制 工作动力 需求

分 类 号： [F274 F272]

领　　域： [经济管理] [经济管理] [经济管理] [经济管理]