Research On The Construction Of BH Company’s Marketing Incentive System

At present, the pipeline equipment manufacturing industry has been the mature in the market. With the enterprise competition getting fierce, marketing plays a more and more important role in the survival and development of enterprises. At present, in the pipeline equipment manufacturing enterprises, mainly the small and medium enterprises,such problems as marketing personnel low loyalty, and high loss and inactiveness in work, seriously restrict the enterprise development. Therefore, one of the central tasks of human resource management is the implement scientific management and effective incentive for marketing staff. Enterprises can enhance the overall quality of the marketing staff, improve their loyalty to the enterprise, and stimulate their enthusiasm for work, so as to improve the enterprise’s marketing efficiency.Based on the important significance of marketing incentive in pipeline equipment manufacturing enterprises, this paper summarizes the research progress of domestic and foreign experts and scholars in the field of marketing incentives, and reviews the relevant theories; With the literature data method and the empirical research method, The paper, taking BH company as the research object, through consulting literature, questionnaire survey, interview, statistical analysis, etc., investigates and analyses the company’s marketing staffs structure and company’s compensation and benefits, working environment, personal growth, job autonomy and other factors to their incentive effect; in the BH corporation, this paper finds out the simple marketing incentive compensation structure, low institutionalized level, performance appraisal injustice, and lack of non-material incentives. With these problems, this paper integrates the classical incentive theory, creates the incentive model suitable for BH Company’s marketing; the paper suggests that enterprise can build a reasonable compensation system, strengthen the institutional construction, set up a performance evaluation mechanism, and enrich the content of non-material incentive measures to achieve the effective incentive for marketers.Through the research, this article discovers that the need of marketing personnel is the basis of scientific incentive, the deep understanding and integration of various incentive theories is the effective way, and the construction of marketing incentive system, combined with the actual situation of the enterprise, can produce the best effect.In short, this paper attempts to use the latest domestic and international incentive theory to the traditional pipeline equipment manufacturing enterprise’s marketing personnel. With the specific enterprise as the object, the paper innovates the enterprise original marketing incentive mode, build up the new marketing incentive model, hoping to provide a feasible thinking way for the enterprise to solve the problem of marketing personnel incentive.