發(fā)布時(shí)間：2018-01-11 20:01

  本文關(guān)鍵詞：緊縮性政策背景下房地產(chǎn)銷售人員離職意向研究　出處：《浙江財(cái)經(jīng)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 緊縮性政策 房地產(chǎn)企業(yè) 銷售人員 離職意向

【摘要】：2010年10月以來，旨在為房地產(chǎn)市場“降溫”的宏觀調(diào)控政策陸續(xù)出臺(tái)，此后以抑制投機(jī)需求、限制貸款等為目標(biāo)的房地產(chǎn)宏觀調(diào)控不斷深入，特別是限購令的出臺(tái)標(biāo)志著樓市進(jìn)入了數(shù)量調(diào)控階段。在這一特殊時(shí)期，公眾的目光主要放在了房地產(chǎn)開發(fā)企業(yè)和購房者身上，在房地產(chǎn)銷售人員身上則少有停留。實(shí)際上，這一系列緊縮性調(diào)控政策給房地產(chǎn)銷售人員帶來了很大的影響。在緊縮性政策的影響下，房地產(chǎn)企業(yè)的銷售量必然有所下降，貸款難度增加，資金鏈緊張，此時(shí)房地產(chǎn)銷售人員的離職對(duì)企業(yè)來說無疑是雪上加霜。因此，探索緊縮性政策背景下房地產(chǎn)銷售人員離職意向影響因素，，為房地產(chǎn)企業(yè)提供有針對(duì)性的建議和策略，對(duì)房地產(chǎn)企業(yè)健康發(fā)展以及降低其銷售人員離職率有重要意義。 鑒于此，本研究以杭州市房地產(chǎn)銷售人員為例，力求探索緊縮性政策下影響房地產(chǎn)銷售人員離職意向的因素。以往關(guān)于房地產(chǎn)員工離職意向影響因素的研究大多使用案例研究法針對(duì)某一企業(yè)或者某一類企業(yè)進(jìn)行的定性研究，研究結(jié)果的適用性受到極大的局限性。與以往研究不同，本文使用文獻(xiàn)研究、扎根理論與統(tǒng)計(jì)分析相結(jié)合的方式探索房地產(chǎn)銷售人員的離職意向，三種研究方法的結(jié)合使研究結(jié)果更加精準(zhǔn)、可靠。 本文首先對(duì)調(diào)控政策、離職意向與房地產(chǎn)員工離職相關(guān)文獻(xiàn)進(jìn)行了綜述，進(jìn)而通過扎根理論方法探索了緊縮性政策背景下房地產(chǎn)銷售人員離職意向影響因素，提取出了主范疇，并且描述了主范疇之間的關(guān)系結(jié)構(gòu)，然后通過文獻(xiàn)研究探究了影響因素對(duì)房地產(chǎn)銷售人員離職意向的作用機(jī)理，并且結(jié)合扎根理論研究結(jié)果構(gòu)建了影響房地產(chǎn)銷售人員離職意向理論模型。模型中影響因素主要包括三個(gè)維度（組織因素、個(gè)人因素、外部環(huán)境因素）八個(gè)變量（企業(yè)文化、薪酬與發(fā)展、企業(yè)管理機(jī)制與發(fā)展、工作因素、家庭因素、個(gè)體因素、就業(yè)機(jī)會(huì)以及離職成本），模型中還包括緊縮性政策認(rèn)知這一調(diào)節(jié)變量，它對(duì)自變量與因變量之間的關(guān)系有調(diào)節(jié)作用。接下來本研究通過問卷形式針對(duì)房地產(chǎn)銷售人員搜集數(shù)據(jù)，再運(yùn)用描述性統(tǒng)計(jì)分析、因子分析、方差分析、回歸分析等方法處理數(shù)據(jù)，對(duì)模型進(jìn)行驗(yàn)證。最終驗(yàn)證結(jié)果如下： 第一，性別、婚姻狀況、年齡、文化程度對(duì)房地產(chǎn)銷售人員離職意向的影響沒有顯著性差異，這可能與員工類型（房地產(chǎn)銷售人員）或者樣本數(shù)量太少等因素有關(guān)。工作年限對(duì)離職意向的影響有顯著性差別，擁有3-5年工作年限的房地產(chǎn)銷售人員離職意向最高，有1-3年與一年以下的銷售人員離職意向比擁有5年以上工作年限的銷售人員離職意向高。 第二，性別、婚姻狀況、文化程度對(duì)緊縮性政策認(rèn)知的影響沒有顯著性差別，但是年齡與工作年限對(duì)緊縮性政策認(rèn)知的影響有顯著性差別，年齡越大、工作年限越長的房地產(chǎn)銷售人員對(duì)緊縮性政策的認(rèn)知越高。 第三，企業(yè)文化、薪酬與發(fā)展、企業(yè)管理機(jī)制與發(fā)展、工作因素、就業(yè)機(jī)會(huì)、離職成本、家庭因素、個(gè)體因素均對(duì)房地產(chǎn)銷售人員離職意向有顯著性影響。 第四，緊縮性政策認(rèn)知對(duì)房地產(chǎn)銷售人員離職意向沒有顯著影響，但是它對(duì)企業(yè)文化、工作因素、就業(yè)機(jī)會(huì)、離職成本與房地產(chǎn)銷售人員離職意向之間關(guān)系具有顯著的調(diào)節(jié)效應(yīng)。對(duì)于低緊縮性政策認(rèn)知群體，企業(yè)文化、薪酬與發(fā)展、企業(yè)管理機(jī)制與發(fā)展、工作因素、就業(yè)機(jī)會(huì)、離職成本、家庭因素以及個(gè)體因素均對(duì)房地產(chǎn)銷售人員離職意向有顯著性影響。而對(duì)于高緊縮性政策認(rèn)知群體，薪酬與發(fā)展、企業(yè)發(fā)展與家庭因素、個(gè)體因素對(duì)其離職意向有顯著性影響，但是企業(yè)文化、工作因素、就業(yè)機(jī)會(huì)和離職成本對(duì)離職意向影響不再顯著。 最后，本文根據(jù)研究結(jié)論為房地產(chǎn)企業(yè)提出了降低銷售人員離職意向的五點(diǎn)管理建議：第一，營造良好的企業(yè)文化；第二，建立科學(xué)的房地產(chǎn)銷售人員薪酬與發(fā)展制度；第三，加強(qiáng)企業(yè)在公平、發(fā)展以及管理機(jī)制方面的管理；第四，制定合理的銷售人員工作任務(wù)以及創(chuàng)造良好的工作條件；第五，根據(jù)不同特點(diǎn)的銷售人員制定不同的員工保持策略。
[Abstract]:Since October 2010, aimed at the real estate market "down" macro-control policies, then to curb speculative demand, limiting loans as the goal of macro-control of real estate development, especially the introduction of the purchase order marks the market has entered a number of regulatory stages. In this special period, mainly in the eyes of the public in the real estate development companies and buyers who, in the real estate sales staff who rarely stay. In fact, this series of tight control policy has brought great influence to the real estate sales staff. In the influence of tight policy, real estate sales will decline, increasing the difficulty of loan at this time, capital chain tension, turnover of real estate sales staff of enterprises is undoubtedly one disaster after another. Therefore, exploring the austerity policy background of real estate sales staff turnover intention influencing factors for The real estate enterprises provide pertinent suggestions and strategies, which are of great significance to the healthy development of the real estate enterprises and to reduce the turnover rate of their sales staff.
In view of this, the research on Hangzhou City real estate sales as an example, affecting the real estate sales staff in order to explore the austerity policy factors of turnover intention. The previous qualitative research about the real estate turnover study on the influential factors of most of the use of the method of case study for a business or a business, applied research the results have great limitations. Different from previous studies, the use of literature research this paper, explore the real estate sales staff turnover intention of grounded theory and statistical analysis method of combining the three methods combined to make the results more accurate and reliable.
Firstly, control policies, turnover intention and turnover of real estate related literature are reviewed, and then by the method of grounded theory to explore the factors influencing the turnover intention of tightening policy background of real estate sales staff, extracted the main category, and describes the relationship between the structure of the main category, and then through the literature research exploring the impact mechanism the factors of the real estate sales staff turnover intention, and the combination of grounded theory research results we established the impact of real estate sales staff turnover intention model. Influence factors in the model mainly includes three dimensions (organizational factors, personal factors, external environmental factors) of eight variables (corporate culture, salary and development, enterprise management mechanism and development work, factors, family factors, individual factors, employment opportunities and turnover costs), the model also includes a tightening of policy Cognition Adjustment The amount of it, independent and dependent variable relationship between the regulatory role. Then this research through the questionnaire form for the real estate sales staff to collect data, using descriptive statistical analysis, factor analysis, variance analysis, regression analysis and other methods of processing data, to verify the model. The final results are as follows:
First, gender, marital status, age, there is no significant difference between the effect of education level on real estate sales staff turnover intention, which may be related to employee type (real estate sales) or the number of samples is not enough and so on. Work experience had significant differences influence on turnover intention, with 3-5 years of work experience of the real real estate sales staff turnover intention is highest, 1-3 years and one year following the sales staff turnover intention than with more than 5 years working experience of sales staff turnover intention.
Second, gender, marital status, does not significantly affect the cognitive degree of education on austerity policy, but the effect of age and work experience cognition of the austerity policy has significant difference, age, longer working life of the real estate sales staff on the tightening of policy cognition is higher.
Third, corporate culture, salary and development, business management mechanism and development, job factors, employment opportunities, turnover costs, family factors and individual factors all have a significant impact on turnover intention of real estate salesmen.
Fourth, tightening of policy cognition to real estate sales staff turnover intention but it had no significant effect on corporate culture, job factors, employment opportunities, turnover and cost of real estate sales turnover intention relationship has significant moderating effect. For the low tightening policy cognition group, corporate culture, salary and development, enterprise management the mechanism and development, job factors, employment opportunities, turnover cost, family factors and individual factors have a significant impact on the real estate sales staff turnover intention. And for high austerity policy cognition group, compensation and development, enterprise development and family factors, individual factors have significant influence on the turnover intention, but the enterprise culture work, factors, employment opportunities and the cost of turnover is no longer significant on the turnover intention.
Finally, according to the conclusion of the study for the real estate enterprises put forward five suggestions to reduce turnover intention management sales: first, create a good corporate culture; second, the establishment of real estate sales personnel salary system and the development of science; third, strengthen enterprises in a fair, development and management mechanism of the management; fourth, sales staff task reasonable and create good working conditions; fifth, according to the different characteristics of the sales staff to develop different employee retention strategies.

【學(xué)位授予單位】：浙江財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.4;F272.92

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