蓝雁公司销售人员激励研究
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摘要
人力资源管理是企业管理中很重要的一个环节，在整个管理实践中起着举足轻重的作用。人力资源管理中最为关键的就是激励。通过一系列的激励活动，使企业员工达到积极、主动地发现问题、思考问题和解决问题是激励的目的所在。目前，蓝雁公司在销售人员的激励方面遇到了空前的困惑和挑战：公司为销售人员支付的薪酬、所提供的培训不断增加，管理人员很重视销售人员的职业生涯发展与规划。尽管如此，销售人员的积极性还是不断下降，优秀的销售人员还是不断离职。作为国内建筑低压电器行业的领军企业，蓝雁公司所面临的销售人员激励的问题，是整个行业所面临的共同问题的一个缩影。如何激励销售人员、提高其积极性，使其与企业共同发展，成为蓝雁公司乃至国内整个建筑低压电器行业急需解决的问题。
本文从激励理论入手，对国内外的激励理论的研究发展进行了分析。并结合激励理论的发展趋势—特别是针对目前心理学不断应用在管理中的趋势，将弗洛伊德的精神分析法应用到对销售人员的激励管理中，对蓝雁公司在销售人员的激励现状方面进行了全面地分析。进而结合公司的实际情况和条件，对公司在销售人员的物质激励与精神激励方面进行了全方位的设计。
在销售人员物质激励方面，本文在分析不同销售人员类别的差异性、所在的区域的差异性和产业导向差异性的基础上，并结合原有薪酬考核体系，制定了包括大区经理、驻外办事处主任、工程人员销售人员、渠道销售人员、产品专员以及市场推广人员在内的各类销售人员的薪酬考核方案。在精神激励方面，本文在分析蓝雁公司现行的精神激励方法及其所存在问题的基础上，在探讨儒家文化和销售激励的契合点之后，提出一套将传统的销售人员精神激励方法和儒家文化激励法相结合的方案。
本文通过分析销售人员激励缺乏、动力不足的原因，结合企业的具体情况，所提出的销售人员薪酬考核方案和精神激励的方法，为蓝雁公司更好地开发销售人员的工作潜力、提高其工作满意度和工作效率奠定了基础。同时，由于本文的分析基于建筑电器行业，所分析的问题涉及低压建筑电器行业在销售人员管理方面的共性问题，相信本文的论述对于国内建筑低压电器厂商提高销售管理会有一定的借鉴意义。本文提出儒家文化对销售人员的精神激励的作用并应用于实际工作，对销售人员实施有针对性的儒家文化的教化与培训，能帮助销售人员建立有效的价值系统。从而使儒家文化的价值观内化到销售人员的价值观中，以帮助其建立以君子仁爱、淡定从容为核心的内心价值体系，达到有效激励销售人员的目的。应用儒家文化对销售人员进行激励的提出，相信在一定程度上将会对销售激励管理的发展起到推动作用。
Human resources management is the key part in the management and holds the balance in the whole management practice. The most important part in the human resources management is motivation. Through a series of motivation activities, it will make the company staff reaching the purpose of finding the questions, thinking the questions and solving the questions actively. At present, Lanyan company met the unprecedented bewilderment and challenge: The rewards increasing every year but the salespersons still complained and groused everywhere. The training is increasing, but the enthusiasm was still falling. The company paid great attention on the development and programming of the salespersons' occupation career, but the excellent salespersons still leave their job. The salespersons question that Lanyan company as the internal leading company of the low voltage constructive electric appliance industry has faced, is the epitome of the common question that all the electric & apparatus industry and industries have faced. How to inspirit the salespersons and improve their enthusiasm has become the exigency question in Lanyan company as well as the whole low voltage constructive electric appliance industry.
This article started with the theory of motivation, and introduced the development of the motivation theory investigation at home and abroad. With Combination of the development trend of the motivation theory, especially the trend which the psychology was applying into the management without intermission, this article attempted to apply Freud's psychoanalysis into the salespersons' motivation management. It analyzed the motivation actuality of the salespersons in Lanyan company in the round. It designed all around the aspect of the salespersons' matter and spirit motivation linking to the actual conditions of the company.
At the aspect of the salespersons materials excitation, this article made the detailed analysis for the salespersons sort and locality region discrepancy in combination of the industries and concrete conditions of the company. It has established the assessing salary and rewards program for all classes of the salespersons, including section managers, all the office director, engineering salespersons, channel salespersons, production commissioners and marketing extension workers. At the aspect of spirit motivation, after discussing the jointing point of the Confucian Culture and sales motivation, this article has proposed a set of program which has combine the traditional salespersons spirit motivation with the Confucian Culture on the basis of analyzing the questions and current spiritmotivation measures of Lanyan company.
Through analyzing the causes of the excitation & impetus shortage, combining the specific conditions, it has found the effective inspiring system & solving programming, I believe it will make the reference signification for the salespersons management in the whole low voltage apparatus construction industry. Meanwhile, because of the bases of construction industry and the questions referring to the common question of the low voltage constructive electric appliance industry on the aspect of salespersons management, it is believed that this article will make the reference significance for the low voltage constructive electric appliance industry improving the sales management. The Confucian Culture education & training for the salespersons can help them to establish the effective valuable system. Consequently, the Confucian Culture values internalized the values of the employees in aid of establishing the heart value in the center of honor men' kindheartedness as well as stabilization and easiness. It will come to the purpose of inspiring the employees. The idea of applying Confucian Culture to the salespersons will make the certain promotion effect for the development of the sales management.
本文从激励理论入手，对国内外的激励理论的研究发展进行了分析。并结合激励理论的发展趋势—特别是针对目前心理学不断应用在管理中的趋势，将弗洛伊德的精神分析法应用到对销售人员的激励管理中，对蓝雁公司在销售人员的激励现状方面进行了全面地分析。进而结合公司的实际情况和条件，对公司在销售人员的物质激励与精神激励方面进行了全方位的设计。
在销售人员物质激励方面，本文在分析不同销售人员类别的差异性、所在的区域的差异性和产业导向差异性的基础上，并结合原有薪酬考核体系，制定了包括大区经理、驻外办事处主任、工程人员销售人员、渠道销售人员、产品专员以及市场推广人员在内的各类销售人员的薪酬考核方案。在精神激励方面，本文在分析蓝雁公司现行的精神激励方法及其所存在问题的基础上，在探讨儒家文化和销售激励的契合点之后，提出一套将传统的销售人员精神激励方法和儒家文化激励法相结合的方案。
本文通过分析销售人员激励缺乏、动力不足的原因，结合企业的具体情况，所提出的销售人员薪酬考核方案和精神激励的方法，为蓝雁公司更好地开发销售人员的工作潜力、提高其工作满意度和工作效率奠定了基础。同时，由于本文的分析基于建筑电器行业，所分析的问题涉及低压建筑电器行业在销售人员管理方面的共性问题，相信本文的论述对于国内建筑低压电器厂商提高销售管理会有一定的借鉴意义。本文提出儒家文化对销售人员的精神激励的作用并应用于实际工作，对销售人员实施有针对性的儒家文化的教化与培训，能帮助销售人员建立有效的价值系统。从而使儒家文化的价值观内化到销售人员的价值观中，以帮助其建立以君子仁爱、淡定从容为核心的内心价值体系，达到有效激励销售人员的目的。应用儒家文化对销售人员进行激励的提出，相信在一定程度上将会对销售激励管理的发展起到推动作用。
Human resources management is the key part in the management and holds the balance in the whole management practice. The most important part in the human resources management is motivation. Through a series of motivation activities, it will make the company staff reaching the purpose of finding the questions, thinking the questions and solving the questions actively. At present, Lanyan company met the unprecedented bewilderment and challenge: The rewards increasing every year but the salespersons still complained and groused everywhere. The training is increasing, but the enthusiasm was still falling. The company paid great attention on the development and programming of the salespersons' occupation career, but the excellent salespersons still leave their job. The salespersons question that Lanyan company as the internal leading company of the low voltage constructive electric appliance industry has faced, is the epitome of the common question that all the electric & apparatus industry and industries have faced. How to inspirit the salespersons and improve their enthusiasm has become the exigency question in Lanyan company as well as the whole low voltage constructive electric appliance industry.
This article started with the theory of motivation, and introduced the development of the motivation theory investigation at home and abroad. With Combination of the development trend of the motivation theory, especially the trend which the psychology was applying into the management without intermission, this article attempted to apply Freud's psychoanalysis into the salespersons' motivation management. It analyzed the motivation actuality of the salespersons in Lanyan company in the round. It designed all around the aspect of the salespersons' matter and spirit motivation linking to the actual conditions of the company.
At the aspect of the salespersons materials excitation, this article made the detailed analysis for the salespersons sort and locality region discrepancy in combination of the industries and concrete conditions of the company. It has established the assessing salary and rewards program for all classes of the salespersons, including section managers, all the office director, engineering salespersons, channel salespersons, production commissioners and marketing extension workers. At the aspect of spirit motivation, after discussing the jointing point of the Confucian Culture and sales motivation, this article has proposed a set of program which has combine the traditional salespersons spirit motivation with the Confucian Culture on the basis of analyzing the questions and current spiritmotivation measures of Lanyan company.
Through analyzing the causes of the excitation & impetus shortage, combining the specific conditions, it has found the effective inspiring system & solving programming, I believe it will make the reference signification for the salespersons management in the whole low voltage apparatus construction industry. Meanwhile, because of the bases of construction industry and the questions referring to the common question of the low voltage constructive electric appliance industry on the aspect of salespersons management, it is believed that this article will make the reference significance for the low voltage constructive electric appliance industry improving the sales management. The Confucian Culture education & training for the salespersons can help them to establish the effective valuable system. Consequently, the Confucian Culture values internalized the values of the employees in aid of establishing the heart value in the center of honor men' kindheartedness as well as stabilization and easiness. It will come to the purpose of inspiring the employees. The idea of applying Confucian Culture to the salespersons will make the certain promotion effect for the development of the sales management.
引文
[1] [美]斯蒂芬．P．罗宾斯，玛丽．库尔特著．孙健敏 黄卫伟等译．管理学．北京：中国人民大学出版社，2005．8
[2] [美]理查德．哈格斯，罗伯特．吉纳特，戈登柯菲著．朱舟译．领导学．北京：清华大学出版社，2004．7
[3] 杨先举著．老子管理学．北京：中国人民大学出版社，2005．4
[4] 乔恩．L．尔斯，约翰．W．罗姆著．领导者与领导过程．北京：中国人民大学出版社，2003．2
[5] 刘峰著．领导大趋势．北京：中国言实出版社，2003．7
[6] 谢康．企业激励机制与绩效评估．广州：中山大学出版社，2005．6
[7] 陈晓红，江最闯，论企业整体激励框架的构建，经济管理，2005(12)．
[8] 任长江．美国企业对经营者的激励机制．中外管理，2006(1)：P48-50
[9] 乔·吉拉德，马里编译，世界上最伟大的推销员．海潮出版社，2002．12
[10] Maslow, A.H. (2003) "A theory of human motivation', Psychological Review 50
[11] Jean·Jacques LAFFONT. Applied Incentive Wheory.北京大学出版社,2001
[12] Jean ·Jacques LAFFONTT. Incentive Theory.北京大学出版社, 2001
[13] 罗谨琏．企业绩效的人力资源整合．同济大学出版社，2005
[14] 胡静林．人力资本与企业制度创新．经济科学出版社，2001
[15] 刘兵，张世英．企业激励理论综述与展望．中国软科学．2005(5)
[16] 莫宝民，张裕民，张素娟．企业激励机制创新的途径．企业活力．2006(3)
[17] 魏云峰，张列平．创新企业激励结构分析．科研管理．2000(5)
[18] 刘兵，张世英．企业激励机制设计与代理成本分析．系统工程理论与实践．2006(6)
[19] 何德旭．实施中的问题与对策—兼论国有企业激励—约束机制的建立与完善．管理世界．2004(3)
[20] 陈菊梅．试论国有企业激励与约束机制的构建．浙江大学学报．人文社会科学版，1999(6)
[21] 吴风云，赵静梅．期权、期股与企业激励机制创新．经济学家．2006(4)
[22] 杨黎明．企业激励机制研究．价格与市场．2006(4)
[23] 李世龙．试论企业激励机制．科学．经济．社会．2006(1)
[24] 张利．完善国有企业激励与约束机制浅探．经济师．2005(5)
[25] 张望军、朱兴东，人力资源管理技术，2005(8)，P45
[26] 高贤峰，论我国企业知识型员工的激励，《武汉经济管理干部学院学报》，2005(12)
[27] 刘洪儒，人本管理与激励机制，《中国人力资源开发》，2003(9)P15-17
[28] 梁小民，有用的激励机制就是好的，《中国经济时报》，2006年2月9日
[29] 陈黎萍、鲁云海，如何让知识型员工忠字当头，《中外管理》，2003(1)
[30] 彼得·德鲁克，21世纪的管理挑战，上海译文出版社，2000年
[31] Butler Timothy, Waldroop James. Job Sculpting: The Art of Retaining Your Best People, Harvard Business Review, September-October 2002
[32] Davenport Thomas H. De Long David W. Beers Michael C, Successful Knowledge Management Projects, Sloan Management Review, Winter 2005
[33] 张向前、黄种杰、蒙少东，信息经济时代企业知识型员工的管理，《经济管理》，2006(2)
[34] 肖光强，知识型员工的管理策略，《企业改革与管理》，2005(8)P13-14
[35] 张体勤，知识团队的绩效管理，科学出版社，2003年
[36] Jain A. The importance of managing fast changes, Proceedings of the 21" Software Project Management, Bangalore, India, 2002, P1029-1045
[37] 吴艳丽，知识型员工的激励策略研究—X公司员工激励策略分析和建议，重庆大学硕士论文2005．3，P17
[38] Butler Timothy, Waldroop James Job Sculpting: The Art of Retaining Your Best People, Harvard Business Review, September-October 2005
[2] [美]理查德．哈格斯，罗伯特．吉纳特，戈登柯菲著．朱舟译．领导学．北京：清华大学出版社，2004．7
[3] 杨先举著．老子管理学．北京：中国人民大学出版社，2005．4
[4] 乔恩．L．尔斯，约翰．W．罗姆著．领导者与领导过程．北京：中国人民大学出版社，2003．2
[5] 刘峰著．领导大趋势．北京：中国言实出版社，2003．7
[6] 谢康．企业激励机制与绩效评估．广州：中山大学出版社，2005．6
[7] 陈晓红，江最闯，论企业整体激励框架的构建，经济管理，2005(12)．
[8] 任长江．美国企业对经营者的激励机制．中外管理，2006(1)：P48-50
[9] 乔·吉拉德，马里编译，世界上最伟大的推销员．海潮出版社，2002．12
[10] Maslow, A.H. (2003) "A theory of human motivation', Psychological Review 50
[11] Jean·Jacques LAFFONT. Applied Incentive Wheory.北京大学出版社,2001
[12] Jean ·Jacques LAFFONTT. Incentive Theory.北京大学出版社, 2001
[13] 罗谨琏．企业绩效的人力资源整合．同济大学出版社，2005
[14] 胡静林．人力资本与企业制度创新．经济科学出版社，2001
[15] 刘兵，张世英．企业激励理论综述与展望．中国软科学．2005(5)
[16] 莫宝民，张裕民，张素娟．企业激励机制创新的途径．企业活力．2006(3)
[17] 魏云峰，张列平．创新企业激励结构分析．科研管理．2000(5)
[18] 刘兵，张世英．企业激励机制设计与代理成本分析．系统工程理论与实践．2006(6)
[19] 何德旭．实施中的问题与对策—兼论国有企业激励—约束机制的建立与完善．管理世界．2004(3)
[20] 陈菊梅．试论国有企业激励与约束机制的构建．浙江大学学报．人文社会科学版，1999(6)
[21] 吴风云，赵静梅．期权、期股与企业激励机制创新．经济学家．2006(4)
[22] 杨黎明．企业激励机制研究．价格与市场．2006(4)
[23] 李世龙．试论企业激励机制．科学．经济．社会．2006(1)
[24] 张利．完善国有企业激励与约束机制浅探．经济师．2005(5)
[25] 张望军、朱兴东，人力资源管理技术，2005(8)，P45
[26] 高贤峰，论我国企业知识型员工的激励，《武汉经济管理干部学院学报》，2005(12)
[27] 刘洪儒，人本管理与激励机制，《中国人力资源开发》，2003(9)P15-17
[28] 梁小民，有用的激励机制就是好的，《中国经济时报》，2006年2月9日
[29] 陈黎萍、鲁云海，如何让知识型员工忠字当头，《中外管理》，2003(1)
[30] 彼得·德鲁克，21世纪的管理挑战，上海译文出版社，2000年
[31] Butler Timothy, Waldroop James. Job Sculpting: The Art of Retaining Your Best People, Harvard Business Review, September-October 2002
[32] Davenport Thomas H. De Long David W. Beers Michael C, Successful Knowledge Management Projects, Sloan Management Review, Winter 2005
[33] 张向前、黄种杰、蒙少东，信息经济时代企业知识型员工的管理，《经济管理》，2006(2)
[34] 肖光强，知识型员工的管理策略，《企业改革与管理》，2005(8)P13-14
[35] 张体勤，知识团队的绩效管理，科学出版社，2003年
[36] Jain A. The importance of managing fast changes, Proceedings of the 21" Software Project Management, Bangalore, India, 2002, P1029-1045
[37] 吴艳丽，知识型员工的激励策略研究—X公司员工激励策略分析和建议，重庆大学硕士论文2005．3，P17
[38] Butler Timothy, Waldroop James Job Sculpting: The Art of Retaining Your Best People, Harvard Business Review, September-October 2005