Research On Optimization Of Incentive Strategies For Creative Design Employees Of Chengdu Small And Micro Advertising Companies

In recent years,the leapfrog development of China’s economy and society has created new opportunities and challenges for the advertising industry.Small and micro advertising companies with a large base have become an important breakthrough for the whole industry to improve quality and efficiency.As a creative enterprise,the core competitiveness of small and micro advertising companies is their creative design staff.Most of these creative design employees have a professional foundation related to art,and they have the unique personality characteristics of art talents-"artistry and self".The needs and expectations of this kind of employees for work not only have the commonalities of other professional knowledge-based employees,but also have obvious differences from other professional knowledge-based employees.Therefore,it is of great practical significance to explore and formulate targeted incentive strategies to stimulate their work enthusiasm and artistic potential,so as to help enterprises attract and retain more excellent design talents.This paper first expounds the research background and significance,summarizes the domestic and foreign incentive factor theory and knowledge-based employee incentive theory,introduces the research methods and technical routes,innovations and shortcomings,and defines the concepts of small and micro advertising companies,knowledge-based employees and creative design employees.In order to deeply understand and analyze the current situation of incentive strategies for creative design employees of small and micro advertising companies,the author went deep into Chengdu small and micro advertising company to carry out investigation and research.Through the quantitative analysis of the survey data,it is found that the creative design employees of small and micro advertising companies mainly have two types of incentive needs: basic incentive needs and personal development incentive needs.Among them,the basic incentive needs include salary and welfare,job security,working environment,design challenges,interpersonal relations,fairness and justice,corporate culture and team cooperation.The personal development incentive needs include career development,design achievements,work authorization Leadership quality,training and learning,enterprise development and sharing of achievements.Further research found that creative design employees with different backgrounds,such as different ages,educational backgrounds,incomes,job levels and design directions,have different incentive needs,and this difference shows certain trends and laws.Combined with the empirical research results,this paper optimized the incentive model for creative design employees of small and micro advertising companies: incentive force =(employees’ basic needs preference + employees’ development needs preference)× Individual differences of employees × Based on the expected probability,this paper proposes three optimization measures: the basic needs incentive strategy for creative design employees,the development needs incentive strategy for creative design employees,and the difference incentive strategy for creative design employees.