面向企业营销人员的激励创新  

Innovation on Motivation for Marketing Personnel in Enterprises

作　　者：李瑾[1] 

机构地区：[1]安徽商贸职业技术学院工商管理系,安徽芜湖241002

出　　处：《安徽商贸职业技术学院学报》2012年第2期27-29,48,共4页Journal of Anhui Business College

摘　　要：从营销人员的工作性质、企业因素和个人因素三个方面,强调了激励营销人员的重要性和必要性,分析了目前企业营销激励中存在的问题,如薪酬设计不全面,缺乏符合不同利益需求的激励,个体目标与企业目标不一致等,提出了创新激励营销人员的具体方法,如优化薪酬设计,实施有效的培训,培养员工成就感、归属感,充分授权并指导,发挥员工的最大潜能,以达到留人、用人的目的。Discussing from marketing personnel＇s working feature, the factor of enterprise and the factor of marketing personnel themselves, this paper emphasizes the importance and necessity of motivating marketing personnel. With the analysis of the problems in the marketing motivation of enterprises, such as the imperfect design of salary, the lack of motivation which can meet the needs of different interests, the inconsistency between individual goal and enterprise goal, etc., this paper proposes the specific way to innovate the motivation for marketing personnel, including optimizing design of salary, implementing effective training, fostering employees＇ sense of accomplishment as well as belonging, empowering employees completely and guiding them to help them fully realize their potentials so as to retain more talents and make proper use of them.

关 键 词：营销人员 薪酬设计 目标激励 授权激励 

分 类 号：F713.3[经济管理—产业经济]