华中农业大学本科毕业论文.doc

本科毕业论文 题 目 销售人员激励机制研究 姓 名 肖本炎 专 业 市场营销 学 号 051024019 指导教师 李春成 职称 讲师 中国·武汉 二○○九年六月 分类号 密级 华中农业大学本科毕业论文 销售人员激励机制研究 Salesman incentive mechanism research 学生姓名：肖本炎 学生学号：20051024019 学生专业：市场营销 指导教师：李春成 讲师 华中农业大学经济管理学院 二○○九年六月 目录 摘要 I ABSTRACT II 一、导论 1 （一）研究背景及意义 1 （二）相关理论著述 2 （三）基本研究路线图 6 二、实证研究设计 7 （一）研究模型与假设 7 （二）问卷设计以及问卷调查 9 （三）数据统计分析方法 9 三、研究结果与分析 10 （一）描述性统计分析 10 （二）信度分析 14 四、研究结论与建议 14 （一）研究结论 14 （二）研究建议 16 五、研究不足及研究展望 16 （一）研究不足 16 （二）研究展望 17 参考文献 1 致谢 3 附录 4 ABSTRACT In the wave of globalization, Chinas enterprises are facing in the developed countries enterprises competition both in the domestic and international markets. Under this background, it is extremely important for enterprises to do well in the marketing work. As one of the most important work in an enterprises, marketing is also a professions, marketing provides with good opportunity for the people who want to be independent and free working, so marketing is a profession with a great attraction. But in fact many enterprises are facing salesman losses and marketing achievements declines. For changing this situation, it is necessary to do researches on the incentive to the salesman. Based on the general incentive theory and recent research documents, this paper is to do the preliminary research on the incentive to the salesman through the viewpoints of marketing management, human resources and economics. First, to analyze the factors affecting the incentive to salesman, contain the material and non-material factors incentive degree to the salesman. Through the research , we can find out that salesman are more sensitive to the material incentives; however there is an exception that salesman are also taken promotion to a higher office seriously and the interest degree is 4.1