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论文编号：	11716
作者编号：	2320170365
上传时间：	2020/6/19 22:49:37
中文题目：	G制药公司销售人员激励体系优化策略研究
英文题目：	Research on the optimization strategy of sales staff incentive system in G pharmaceutical company
指导老师：	安利平
中文关键字：	制药公司；激励体系；绩效管理；薪酬管理
英文关键字：	pharmaceutical companies；incentive system；performance management；compensation management ；
中文摘要：	国内医药行业经历了多年的高速增长，无论是跨国企业还是国内企业，均面临越来越激烈的竞争。在高度竞争的环境下，对销售人员高增长高奖金的激励模式，一方面促进了企业业务的快速增长，但同时也产生了许多不可控的风险。国家相关部门为此也制定了医药销售人员的相关行为规范，防止不合规行为的发生。G制药公司作为国内首个取消对销售人员个人指标考核的医药企业，多年来一直对新商业模式下激励体系进行摸索。本文选取G制药公司作为研究对象，对其销售人员激励体系的现状与问题进行了详细分析，以解决无指标情况下的激励困境为着眼点，全面论述对其激励体系的优化策略及实施方案。 文章以激励的相关理论为基础，结合对G公司现状进行分析，发现取消指标后对激励最大的影响在于绩效管理体系和薪酬体系。绩效管理体系主要存在目标不聚焦、执行不到位、评估数据不准确、缺乏公开透明等问题，绩效管理体系存在的这些问题大大降低了销售员工的内在驱动力。薪酬体系中也存在激励作用不明显、公平性不足的问题。薪酬激励体系中激励性最强的销售奖金与绩效考核体系不挂钩的问题也影响了总体激励效果的实现。同时，在职业生涯管理和组织文化也存在一定问题。 根据G公司激励体系存在的问题，结合激励相关理论对G公司激励体系进行优化。对绩效管理体系的优化侧重在确保目标设定的合理性、建立绩效快照等。对薪酬体系优化的重点在业务达成奖金与绩效考核相关联、调整奖金基数设定方式、调整个人绩效奖金评估方式、增加认可表彰计划。同时，对职业生涯管理和组织文化也提出了相应优化措施。最后，对G公司激励体系优化策略的实施提出实施前期、中期、后期的各个实施步骤的注意事项，并从组织、制度、技术、培训四个维度提供实施保障。 文章通过对G制药公司销售人员激励体系的个案研究提出相应优化方案与实施保障，供业界参考借鉴。
英文摘要：	The domestic pharmaceutical industry has experienced rapid growth for many years, both multinational and domestic enterprises are facing increasingly fierce competition. In a highly competitive environment, the incentive model for high growth and high bonus for sales staff has promoted the company business has grown rapidly on the one hand, but at the same time, many uncontrollable risks have also arisen. To this end, relevant national departments have also formulated relevant behavioral rules for pharmaceutical sales staff to prevent non-compliance. G Pharmaceutical Company is the first domestic company to cancel sales Pharmaceutical companies that have evaluated their personal indicators have been exploring the incentive system under the new business model for many years. In this paper, the status and problems of its sales staff incentive system are analyzed in detail to solve the situation without indicators. Under the incentive dilemma is the focus, comprehensively discuss the optimization strategy and implementation plan of its incentive system. Based on the related theories of incentives and the analysis of the current situation of company G, the article finds that the biggest impact of incentives after the cancellation of indicators is on the performance management system and the compensation system. The performance management system mainly has goals that are not focused, not implemented properly, and the evaluation data, problems such as accuracy, lack of openness and transparency. These problems in the performance management system have greatly reduced the internal driving force of sales employees, and there are also problems with the lack of obvious incentives and insufficient fairness in the compensation system of external incentives. Incentives in the compensation incentive system the problem that the strongest sales bonus is not linked to the performance evaluation system also affects the realization of the overall incentive effect. At the same time, there are certain problems in career management and organizational culture. According to the existing problems of the company's incentive system the company's incentive system is optimized in combination with related incentive theories. The optimization of the performance management system focuses on ensuring the rationality of goal setting and the establishment of performance snapshots. The optimization of the compensation system focuses on the business reach the correlation between bonus and performance evaluation, adjust the bonus base setting method, adjust the personal performance bonus evaluation method, increase the recognition and recognition plan. At the same time, propose corresponding optimization measures for career management and organizational culture. Finally, the company's incentive system the implementation of the optimization strategy puts forward the precautions of the implementation steps in the early, middle and late stages, and provides implementation guarantee from the four dimensions of organization, system, technology and training. The article puts forward the corresponding optimization plan and implementation guarantee for the case study of the sales staff incentive system of G pharmaceutical company for reference in the industry.
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