MBA教育中心知识库

网络终端的发达，电商的崛起，快递业的兴盛，新型零售直接革命了商业直营模式，给借助终端门店销售形成市场竞争力的传统经营企业带来了巨大的挑战，其影响也直接传递到了销售企业对于销售激励管理的制度。本文结合内容型和过程型激励理论，以海信冰箱兰州公司的销售员工为研究对象，使用调查问卷、访谈、文献分析等方法，寻找激励管理所存在的问题，从分析激励管理影响因素的角度，为海信冰箱兰州公司销售员工激励管理提供优化意见。

通过深入调查，发现海信冰箱兰州公司在激励管理设计方面存在绩效考核指标不完善、销售指标分配不均衡等问题，在激励管理执行方面存在执行力度不严格、考核动态性缺失、管理责任混乱等问题。针对上述问题，本文提出了设立科学的奖金激励、岗位薪酬等级、激励指标，采用灵活的培训形式，监督培训效果、销售指数完成情况、生产力提高等具体优化措施，以改变该公司目前激励管理失效的问题，提升公司激励管理的有效性，进而有助于该公司保障发展并提升核心竞争力。

With the development of network terminals, the rise of e-commerce and the prosperity of express industry, the new retail has directly revolutionized the direct business model, which has brought great challenges to the traditional business enterprises that form market competitiveness through terminal store sales, and its impact has also been directly transmitted to the sales incentive management system of sales enterprises. Combined with the content-based and process-based incentive theory, this paper takes the sales staff of Hisense refrigerator Lanzhou company as the research object, uses the methods of questionnaire, interview and data analysis to find the problems existing in incentive management, and provides optimization suggestions for the incentive management of sales staff of Hisense refrigerator Lanzhou company from the perspective of analyzing the influencing factors of incentive management.

Through in-depth investigation, it is found that Hisense refrigerator Lanzhou company has some problems in the design of incentive management, such as imperfect performance evaluation indicators and unbalanced distribution of sales indicators, and some problems in the implementation of incentive management, such as lax implementation, lack of dynamic evaluation, confusion of management responsibility and so on. In view of the above problems, this paper proposes to establish scientific bonus incentive, post salary level and incentive index, adopt flexible training forms, and supervise specific optimization measures such as training effect, completion of sales index and productivity improvement, so as to solve the problem of ineffective incentive management of the company and improve the effectiveness of incentive management of the company, This will help the company ensure its development and enhance its core competitiveness.