MBA教育中心知识库

LED照明产品因节能与耐用等优势受到了国家相关政策的大力扶持，行业近年来实现了高速发展，企业数量激增，行业竞争也因此日益加剧。当今企业的竞争不单依靠产品硬实力的竞争，更是人才软实力的竞争，销售人员是为企业创造价值，维持企业运转最重要的人力资本之一，制定合理的销售人员激励制度能刺激销售人员的主观能动性，从而为持续提升企业的竞争力发挥重要作用。

本文在梳理国内外激励制度相关研究的基础上，以四联光电销售人员激励制度为研究对象，首先，通过问卷和访谈调查，结合激励理论分析企业销售人员现行激励制度在物质激励和非物质激励方面存在的问题及其原因。其次，依托激励及心理学的相关理论，结合企业经营实际，提出相应的优化对策。最后，从组织、制度方面给出实施对策的保障。

通过本文的研究，期望能够有效改善现行销售人员激励制度的不足，为公司保留和吸引优秀的销售人才，提升企业市场竞争实力做出贡献，同时为其他企业销售人员激励制度的制定优化提供参考。

LED lighting products have been strongly supported by relevant national policies due to their advantages of energy saving and durability. In recent years, the industry has achieved rapid development, and the number of enterprises has increased sharply. Therefore, the industry competition has become increasingly fierce. Nowadays, the competition of enterprises not only depends on the competition of hard strength of products, but also on the competition of soft strength of talents. Salesmen are one of the most important human capital to create value for enterprises and maintain the operation of enterprises. Establishing a reasonable incentive system for salesmen can stimulate the subjective activity of salesmen, thus playing an important role in continuously improving the competitiveness of enterprises.

On the basis of combing the relevant research on the incentive system at home and abroad, this paper takes the incentive system of the sales staff of Silian Optoelectronics as the research object. First of all, through questionnaires and interviews, combined with the incentive theory, it analyzes the problems and reasons of the current incentive system of the sales staff of enterprises in terms of material and non-material incentives. Secondly, based on the relevant theories of motivation and psychology, combined with the actual operation of enterprises, put forward corresponding optimization countermeasures. Finally, it gives the guarantee of implementing countermeasures from the aspects of organization and system.

Through the research in this paper, we hope to effectively improve the deficiencies of the current incentive system for sales personnel, and make contributions to the company's retention and attraction of excellent sales personnel, and enhance the market competitiveness of enterprises. At the same time, it provides reference for the formulation of incentive system for sales personnel of other enterprises.