發(fā)布時間：2018-08-24 10:25

【摘要】：近幾十年來,人類賴以生存的環(huán)境在市場經(jīng)濟(jì)與工業(yè)文明持續(xù)不間斷的沖擊下也發(fā)生了翻天覆地的變化。經(jīng)濟(jì)利益給人們帶來各種好處,也帶來了各種癌癥以及安全事件頻發(fā)、新型流感病毒肆虐等等。人類對自身健康的關(guān)注一時提升到前所未有的高度,催生了對保健品持續(xù)增長的需求,最直觀的體現(xiàn)是人類在保健產(chǎn)品上的消費(fèi)自上世紀(jì)90年代以來的幾乎每年都能以10%以上的速率逐年上升,醫(yī)藥保健行業(yè)亦躋身WTO所列增長最快的行業(yè)。然而,保健品行業(yè)蓬勃發(fā)展期間暴露出的一大頑疾,業(yè)已成為制約其健康發(fā)展的重要因素,即對行業(yè)銷售工作人員的績效管理與激勵機(jī)制的缺失。基于上述背景,本文選取保健品行業(yè)的代表企業(yè)CY品牌作為研究對象進(jìn)行深入分析。首先,本文基于所獲取的資料對CY品牌的基本概況作簡單介紹,比較具體地分析了CY品牌的業(yè)務(wù)線、組織架構(gòu)、隊伍建設(shè)以及現(xiàn)行激勵制度。然后在獲取銷售工作人員的需求及其對現(xiàn)行激勵制度滿意度的基礎(chǔ)上,深入剖析了CY品牌銷售人員激勵機(jī)制存在的問題。最后,基于上述分析,結(jié)合其他公司的成功經(jīng)驗(yàn),提出了針對性的完善CY品牌現(xiàn)行銷售激勵制度的具體措施和建議,以期豐富和優(yōu)化CY品牌高端業(yè)務(wù)線的績效管理方法,以使保健品市場上的其他企業(yè)在完善銷售績效管理流程時有一個有益借鑒。
[Abstract]:In recent decades, the environment on which human beings depend has changed dramatically under the constant impact of market economy and industrial civilization. Economic benefits bring people a variety of benefits, as well as a variety of cancer and safety incidents, new influenza viruses and so on. The concern of human beings for their own health has been raised to an unprecedented level, which has given birth to a growing demand for health care products. The most intuitive manifestation is that human consumption on health care products has been increasing at a rate of more than 10% every year since the 1990s, and the medical and health care industry also ranks among the fastest growing industries listed by WTO. However, during the vigorous development of the health products industry, a major persistent disease has been exposed, which has become an important factor restricting its healthy development, that is, the lack of performance management and incentive mechanism for the sales staff in the industry. Based on the above background, this paper selects the representative enterprise CY brand of health products industry as the research object. Firstly, based on the obtained data, this paper briefly introduces the basic situation of CY brand, and analyzes the business line, organizational structure, team building and current incentive system of CY brand in detail. Then, on the basis of obtaining the demand of sales staff and satisfaction with the current incentive system, this paper deeply analyzes the problems existing in the incentive mechanism of CY brand sales personnel. Finally, based on the above analysis, combined with the successful experience of other companies, this paper puts forward specific measures and suggestions to improve the current sales incentive system of CY brand, in order to enrich and optimize the performance management methods of the high-end business line of CY brand. In order to make other enterprises in the health products market to improve the sales performance management process has a useful reference.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F272.92;F426.72

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本文編號：2200527