Research On The Incentive Of Y Company's Shopping Guider Based On Boston Matrix

At present, China's retail terminals, large and fast consumer brands into the store will generally be stationed in their own shopping guide, shopping guide in the proportion of the sales industry is quite large. Shopping guide in the terminal sales process plays a very important role, up to connect manufacturers and distributors, down to connect consumers.Shopping guide sales in the terminal plays a very important role, but as a vulnerable group in the enterprise is rarely really concerned about. In addition, in terms of theory and practice, there are a lot of research on salesmen, but there is little research on the shopping guide of the sales division. The incentive management is the problem that all manufacturers and retail enterprises will face, so it is very important to establish a set of incentive system which is suitable for the guide.On the basis of reading and analyzing the related literature at home and abroad,this paper studies the incentive problem of the special marketing group, which is the management object of the work. There are five parts in this paper:The first part expounds the importance of the shopping guide and its encouragement; The second part reviews the domestic and foreign mature theories and methods, and studies the content and application scope of the Boston matrix; In the third part, the author introduces the present situation of the management and the staff situation of the Y company, and makes a detailed description of the problems and reasons; The fourth part, according to the actual situation of Y Company Purchasing Guide with Boston matrix theory, put forward the "Shopping guide Boston matrix"model to evaluate the Y Company Purchasing Guide, staff will be divided into Star Shopping guide, Taurus shopping guide, Problem shopping guide, Skinny dog shopping guide, For different types of personnel classification management, from the performance, salary, benefits, training, career planning aspects of the design of the incentive plan of the shopping guide; In the fifth part, the problems should be paid attention to in the implementation of the program and the corresponding measures are introduced.As a sales team in the sales team can't be ignored, they are the same with other employees, the same needs, there is the pursuit of the same need for social and corporate attention and encouragement. I hope that enterprises can really good maintenance, good development of these shopping guide, for the future of sustainable development of enterprises to lay a solid foundation for the future.