PR Company Employee Incentive Program Improvement Research

With the rapid development of the national economy and the continuous improvement of people's living standards,the competition for automobile sales has intensified in China.Due to the severe competition in the automobile market,automobile manufacturers have to gradually increase the intensity of automobile marketing and various marketing methods and means emerge one after another.Among them,cultural marketing plays an important role in automobile marketing.Automobile brands generally have the characteristics of a large number of projects,a wide range of types,and sufficient funds.For this reason,in recent years,more and more marketing service companies have participated in the car brand marketing,and some marketing service companies engaged in other fields have also switched to the automobile brand industry.As the competition in the industry increases,professional talents become the core resources of many companies.How to retain employees has become a question worth pondering for most companies in the industry.The purpose of this paper is to reduce the company's high turnover rate for many years,improve the company's high turnover rate,reduce brain drain,and stimulate employee effectiveness.PR Company is a marketing service organization specializing in automobile brand activity communication and brand communication business.Its main business covers public relations activities planning,promotion,integrated marketing,digital marketing,new technology experience marketing and many other fields.At present,the company is mainly focused on the planning and execution of activities in the automotive and Internet industries.In this paper,PR company is used as a research case,combined with the characteristics of the company,through the literature method,questionnaire survey method,interview method and analytic hierarchy process,the research on the status and improvement of PR company incentives.Through the investigation,this paper finds that PR companies still have many imperfections in employee incentives,such as insufficient incentives for compensation and benefits,lack of growth opportunities for employees and lack of corporate culture.Combined with the motivation theory,the author based on the principle of fairness,the principle of difference and the principle of validity,the author improved the incentive plan of PR company,specifically related to salary adjustment,performance evaluation results and salary linkage,increase welfare projects,establish talent development channels and establish Corporate culture and other aspects.The innovation of this paper is to combine the business characteristics of PR company and the incentive theory to propose a targeted employee incentive improvement program.The improved incentive program combines material incentives and spiritual incentives,not only to meet the needs of employees,but also to improve the career development and ability of employees.