論市場(chǎng)營(yíng)銷人員薪酬設(shè)計(jì)

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摘要：由于市場(chǎng)營(yíng)銷在各企業(yè)所體現(xiàn)的重要性和特殊性，確立了市場(chǎng)營(yíng)銷人員薪酬設(shè)計(jì)的重要位置。本文從薪酬概念及其影響要素的總體論述出發(fā)，對(duì)營(yíng)銷人員所特有的個(gè)性特征進(jìn)行剖析和營(yíng)銷人員薪酬設(shè)計(jì)重要性的闡述，總結(jié)歸納了市場(chǎng)營(yíng)銷人員薪酬設(shè)計(jì)的關(guān)鍵要素。通過(guò)對(duì)各類企業(yè)市場(chǎng)營(yíng)銷人員薪酬模式的調(diào)查分析后發(fā)現(xiàn)，主要存在三種典型的薪酬模式：以日資企業(yè)為代表的高穩(wěn)定性的薪酬模式、以歐美企業(yè)為代表的績(jī)效為主的調(diào)和性薪酬模式以及以國(guó)內(nèi)中小企業(yè)為代表的高彈性薪酬模式；這三種模式各有其長(zhǎng)處，但也各有其不足之處。本文認(rèn)為：只有根據(jù)營(yíng)銷人員的能力與職位設(shè)計(jì)與其相匹配的薪酬模式，對(duì)各層次營(yíng)銷人員進(jìn)行細(xì)分，合理運(yùn)用上述三種典型模式，發(fā)揮它們的優(yōu)點(diǎn)，避其缺點(diǎn)，并輔以建立科學(xué)的績(jī)效考核標(biāo)準(zhǔn)和薪酬管理體系，達(dá)到實(shí)用、合適、經(jīng)濟(jì)的要求，充分體現(xiàn)公正、公平、競(jìng)爭(zhēng)和效能最大化的原則，才能最大限度地調(diào)動(dòng)營(yíng)銷人員的積極性，才能穩(wěn)定優(yōu)秀營(yíng)銷人員、激勵(lì)營(yíng)銷人員，為企業(yè)創(chuàng)造最大的利潤(rùn)價(jià)值。 關(guān)鍵詞:薪酬體系高穩(wěn)定性高彈性調(diào)和性 Abstract:Wefindthatsalarydesignforsalesmanisveryimportant,becauseofimportanceandparticularityofmarketattheenterprise.Thistextproceedfromgeneraltreatiseaboutthesalaryconceptandaffectionfactor,analysestheespecialcharacteristicofsalesmanandexpatiatesonimportanceofthesalarydesignforsalesman,sumsupthekeyfactorsofsalesman’ssalarydesign.Afterinvestigatingvariousenterprises,wefoundthattherearethreetypicalmodes:thefirstisthehighstabilitysalarymodethat’softenusedbytheJapanesejointventure;thesecondistheconcordancesalarymodethat’softenusedbytheEuropeanorAmericanjointventure;thethirdisthehighelasticitysalarymodethat’softenusedbymanylocalsmallenterprises.Threetypicalmodeshavetheiradvantagesanddisadvantages.Thistextthinksthatsalesmanwilldotheirbesttocreatethebiggestprofits,ifwedesignthesuitablesalesman’ssalarymodeaccordingtotheabilityandposition,fractionizethesalesmen,usethreetypicalmodesreasonably,developadvantagesandavoiddisadvantages,establishthescientificassessmethodandsalarymanagementsystem,attaintheresultsofpracticabilityandeconomy,representtheprincipleofequityandfaircompetition.