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论文编号：	13874
作者编号：	2320190411
上传时间：	2023/6/4 14:37:15
中文题目：	H消费金融公司销售人员激励机制优化研究
英文题目：	Research on mechanism optimization of sales staff incentives in H consumer finance company
指导老师：	吕峰
中文关键字：	消费金融；销售人员激励；激励机制
英文关键字：	consumer finance；sales incentive；incentive mechanism
中文摘要：	近年来，消费金融行业经历了快速的成长期，越来越多的消费金融公司、金融机构和线上平台纷纷进入。行业竞争日益加剧，各个企业通过高薪酬和高提成的激励方式、甚至相互挖角销售人才，一方面，这促进了业务的快速成长，但同时也产生了很多不可控的问题和风险，如出现销售团队集体跳槽、套现和销售欺诈行为。为此，国家相关部门也制定了严格的监管措施规范消费金融机构和销售人员行为，防止不合规和不合法的行为发生。众所周知,商品销售主要是通过销售人员的销售行为来实现的, 销售员工是企业最为珍贵的有效资源之一。企业必须在内部推行高效的激励机制，唯有如此，才能达到提高销售人员的积极度和创造力,只有这样,企业才能在激烈的市场竞争中获胜。H消费金融公司作为银监会首批拥有金融牌照的四家消费公司之一，也是唯一家纯外资的公司，多年来一直对线下和线上双模式下销售激励机制进行摸索和改善。本文选取H消费金融公司作为研究标本，针对其目前的销售激励机制现状和问题进行分析，以解决数字化转型背景下销售激励问题为着眼点，全面论述销售激励机制的优化设计、实施和保障措施。 文章以激励的相关理论为基础，包括期望理论、需求层次理论、公平理论，对H消费金融公司现状进行深入分析。首先，通过员工调查和背景调查，发现薪酬机制、绩效机制、员工晋升通道和个人生涯管理机制等方面的问题。薪酬机制主要存在底薪低、奖金计算复杂、公平性不足等问题，绩效管理机制主要存在目标过多、难以量化、缺乏公开透明、晋升体制不合理等问题，公司文化和个人生涯管理机制的问题主要体现在员工培训效果差、离职率高、缺乏长期的员工职业发展规划等。其次，在此基础之上，运用相关激励理论和调查结论分析得出这些问题的形成原因，如缺乏综合的薪酬和绩效评价机制、缺乏员工职业培训规划、缺乏精神激励等，并基于相关的激励理论来制定优化的对策，包括建立综合薪酬和绩效评估机制、建立全面员工培训和发展机制、晋升通道等等。紧接着，针对这三种优化对策实施和保障措施进行了逐一论述。最后，总结出激励机制的优化和创新之处，在新数字化转型背景下，进一步推广销售激励机制纵深发展，阐述对于行业里其他企业的借鉴意义和进一步改进的展望。
英文摘要：	Recently, consumer finance industry has been experiencing quick growth, more and more companies, institutions and platforms are getting in. As result of high competition, companies are trying to attract more sales talents through high salary and bonus schemes. On the one hand, it enhances the business development, on the other hand, many problems occur, like sales team leave, sales fraud and arbitrage. Government also introduces policies and takes measures to regulate those companies and their sales staff’s behaviors. As we know, sales staffs are most previous resources in company, who can sell out goods to generate profits. In order to survive in fierce competition, company must set up effective sales incentives mechanism to motivate sales staffs. As one of firstly licensed foreign consumer finance companies, company H has been working on the optimization of sales incentives mechanism. In this paper, the status and problems of its sales staff incentive mechanism are analyzed in detail to solve the issues under digital transformation situation, intensively discuss the optimization strategy, implementation plan and protective measures of its incentive system. Based on the related theories of incentives, like Expectancy theory, Hierarchy of needs, Equipment theory, and the analysis of the current situation of company H. Firstly, sales staff investigation and background survey have been conducted. The investigation involves sales staffs, supervisors, managers, directors, HRBP, HR trainer, and HR director. Based on our findings and analysis, we have defined the problems of salary, KPI evaluation, employee development and company culture systems. Low base salary, complicated calculation logic and unfair process in salary system; many targets, not measurable and not transparent procedures in performance evaluation; poor training results, high HR loss rate and lack of employ development plan in employ develop system. Then, with help of facts and theories, the thesis analyzes and find out the root cause of those problems, for example, the lack of comprehensive salary and performance evaluation system, poor employ development plan and poor culture incentive. Furthermore, the paper creates the optimization strategies of sales incentives, including set up comprehensive performance evaluation mechanism, set up complete salary and welfare mechanism, and set up entire employ training and development plan mechanism. Afterwards, it elaborates the protective measures of those three optimization strategies of sales incentives by turn. Lastly, the paper summarizes the specialties of those optimization strategies of sales incentives and continues to enhance those strategies and tries to provide more experience and suggestion to other companies in the future.
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