Research On Incentive Mechanism Optimization Of Marketing Staff In Northwest Branch Of ZQ Securities Company

At present,China's domestic financial market is at the critical point of rapid development.With the establishment and improvement of multi-level capital market,securities companies are facing more intense competition.Securities have adopted a wide range of strategies to underpin their advantages and to make up for their shortcomings.Companies have realized the importance of human resources while competing in the market.Generally,securities with well-established promotion and cultivation systems,employee's career development is related to corporate growth,thus,have achieved excellent KPI and sustainable development.However,lack of attention to staff motivation and cultivation will no doubt result in inferior working initiative.It will raise human-resource loss risk and cause decline in KPI performance over time which will affect both the market share and the comprehensive strength of the company.The thesis consists of six chapters.The first chapter introduces the background of the topic,the significance of the research and the literature review at home and abroad.The second chapter firstly defines the relevant concepts involved in the research and then explains the mainstream theory of motivation.The third chapter introduces ZQ securities company's northwest branch and the current marketing personnel incentive mechanism of ZQ securities company's northwest branch,and analyzes the problems existing in the incentive mechanism of ZQ securities company's northwest branch.The fourth chapter summarizes the classic incentive theory and relevant research literature on human resource management,and through in-depth interviews with leaders of ZQ securities company,members of human resource department and ordinary employees,20 incentive factors that may affect the work enthusiasm of employees are selected.Through the questionnaire survey,the actual feelings of the marketing staff in the northwest branch of ZQ company on the 20 influencing factors and the current working enthusiasm data of the staff were obtained.Factor analysis and multiple regression analysis were carried out through the above data to further obtain the factors that are related to the employee's work enthusiasm.The fifth chapter starts with the incentive factors related to work enthusiasm obtained from the regression analysis,and puts forward specific ideas to optimize the incentive mechanism of ZQ company's northwest branch.The sixth chapter puts forward the necessary supporting measures for the company to implement the incentive mechanism.This paper take marketing staff from ZQ Securities Northwest Branch as objects of study,through handing out questionnaires regarding what the staff's real opinion of twenty motivation factors and the measurement of staff working initiative for data collection.Applying Factor Analysis to have dimensionally reduction,categorizing twenty motivation factors into four factors: employee value factor,enterprise system factor,environment insurance factor and work insurance factor.Through regression analysis,discovered positive relationship between staff working initiative and employee value factor,environment insurance factor and enterprise system.A regression model regarding the relationship is established.This paper is based on the research results,taken employee value factor,enterprise structure factor and environment factor into consideration,to provide method for perfection in motivation system.The aim is to stimulate employees by optimizing staff incentive mechanism for ZQ Securities Northwest Branch.