业绩提升条件下的H公司主动营销专员激励方案的优化分析

业绩提升条件下的H公司主动营销专员激励方案的优化分析(论文10000字)
Optimization Analysis on the incentive scheme of H company's Active Marketing Commissioner under the condition of performance improvement
摘 要
在互联网技术快速发展，电子商务发展模式日益成熟的客观背景下，传统媒体平台下的家庭购物行业开始面临着巨大的压力与挑战。如何通过主动营销的方式以促进家庭购物行业业务水平的增长与提升已成为各方人员高度重视的一项课题。主动营销专员作为电话营销业务的第一线员工，其业绩能力、个人才能以及职业素养都会在一定程度上对企业战略规划目标、经济效益目标的实现产生深远影响。为了能够促进企业业绩目标的实现与提升，就必须以合理的激励措施调动主动营销专员的工作积极性，让他们热情百倍的投入工作中，实现个人业绩目标与企业业绩目标的共同实现。
本文针对主动营销专员激励问题的研究背景以及研究目的、意义等展开分析，并以H公司为例，对H公司主动营销专员的现状进行调查，梳理该公司主动营销专员激励方案中存在的不足与问题，并以业绩提升这一目标为着眼点，探讨H公司主动营销专员激励方案的优化措施与方案，希望能够合理降低公司主动营销专员人才流失率，稳定工作队伍，充分挖掘员工个人潜能，以充实企业竞争实力，最终促进个人、主动营销部门乃至公司整体业绩目标的实现。

关键词：主动营销；激励；家庭购物
Abstract
Under the background of the rapid development of Internet technology and the increasingly mature development mode of e-commerce, the family shopping industry under the traditional media platform is facing tremendous pressure and challenges. How to promote the growth and promotion of the business level of the family shopping industry through the way of active marketing has become a subject highly valued by all parties. As the front line employee of telemarketing, its performance capability, personal capability and professionalism will have a profound impact on the realization of the strategic planning objectives and economic goals of a company. In order to promote the achievement and promotion of enterprise performance goal, we must mobilize the initiative of the active Marketing Commissioner with reasonable incentive measures, let them devote themselves to the work enthusiastically, and achieve the common realization of personal performance goals and enterprise performance goals.
In this paper, the research background for the active marketing specialist incentive problems and the research purpose, significance analysis, and takes H company as an example to investigate the status quo of H active marketing specialist, shortages and problems existed in project combing the company's active marketing specialist incentive, and to enhance the performance of the target as the starting point, discusses the optimization measure and plan of incentive plan active marketing specialist H, hope to be able to reasonably reduce the rate of loss of the company's active marketing specialist, stable workforce, fully tap the individual potential, in order to enrich the enterprise competition strength, realize promote individual, active marketing departments and the company's overall performance goals.
Key words: active marketing; incentive; family shopping
目 录
摘 要    2
Abstract    3
第一章 绪论    5
1.1 研究背景    5
1.2 研究意义    5
1.3 研究内容    6
第二章 H公司主动营销现状    7
2.1 H公司概况    7
2.2 主动营销部组织结构    7
2.3 主动营销专员工作模式    8
第三章 主动营销专员现状与问题    9
3.1 主动营销专员现存问题    9
3.1.1 离职率高，招聘难度大    9
3.1.2 新员工成长速度缓慢，人均产值低下    9
3.1.3 老员工缺乏工作积极性，人均产值下降    9
3.2 主动营销专员问题成因    10
3.2.1 主动营销专员激励方案缺乏差异性与层次性    10
3.2.2 绩效考核方案不够透明与科学，绩效目标对员工激励作用不大    10
第四章 主动营销专员激励措施    11
4.1优化薪酬管理体系    11
4.1.1 直接薪酬    11
4.1.2 间接薪酬    12
4.2丰富员工晋升空间与渠道    12 [资料来源：http://THINK58.com]
4.3 完善绩效考核机制    13
第五章 总结    14
参考文献    14 [资料来源：THINK58.com]