Research On Performance Management Of Sales Representatives In J Company Against The Backdrop Of Omni-channel

In the past two decades,China’s retail industry has experienced a rapid growth,and the recent growth trend has increased significantly,however,the era of high competition and low growth has come.In contrast to the slow growth of the traditional retail industry,online retail business has shown explosive growth,and its share in the total retail sales of consumer goods has increased significantly.Confronted with the impact of network retailers,traditional offline stores have begun to establish online retail channels to keep up with the times,which leads the era of reshuffle of the traditional retail industry and profound changes in the industry has arrived.However,we have seen that traditional retail and online retail are not mutually exclusive in recent development.The trend shows us they will co-exist and merge for a long time,because online shopping cannot give consumers a physical consumption experience,and offline shopping also cannot give customers the convenience of shopping anytime and anywhere,the pros and cons of two industries need to complement each other.Therefore,the development of online channels in traditional retail companies is not just simply start the new channel.Retail companies must build core competitiveness around big data,social resources collaboration in omni-channel era.In the context of omni-channel operation,if a traditional offline store wants to operate well and make itself a place in the new competitive environment,the priority is to enhance its own internal management.From the perspective of enterprise management,which contains five parts: planning,organization,control,motivation and leadership where organization and motivation are closely related to the interests of front-line employees.Reasonable incentives is the basis for ensuring the operation of an enterprise.From the perspective of the traditional offline retail industry,it is the frontline sales representatives who face the majority of consumers.The frontline sales representatives represent the image of the company and they are in the essential position in the development of the retail industry.However,from the current point of view,due to the large base of sales representatives,low entry barriers and high mobility,the management of them is quite loose,and the performance incentive plans is also relatively rigid,which includes insufficient incentives and poor communication.Therefore,it is difficult to meet the development of omni-channel and the needs of the sales representatives’ own career path.This article takes the performance management of sales representatives of J company as the research direction.First,it introduces the research significance of the article,and uses the literature research method to summarize the relevant performance theories.Then,analyze J company’s current sales representatives’ performance management issues via the interviews,questionnaire surveys and case analysis methods.By comparing the OKR assessment management method operated in Nanjing district of J Company with other regions,it is concluded that the OKR method can stimulate the enthusiasm and performance of the sales representatives.This method is more suitable for sales representatives under the omni-channel mode.Finally,the guarantee measures for the implementation of OKR management methods are put forward to ensure that the new performance management system can be more strictly implemented,which provides guidance and reference for omni-channel retail industry.