Study On Incentive Optimization Of Marketing Personnel In AS Company

Firstly the literature research method was used to sort out and summarize the research results of organizational incentive system construction,relevant incentive theory,incentive method and incentive optimization of marketing personnel at home and abroad in this thesis.Then,based on the theoretical basis,taking the current situation of AS company’s development,incentive system and marketing team composition as the realistic basis,and taking AS company’s marketing staff as the research object,this thesis investigates the current situation of satisfaction and demand of AS company’s marketing staff’s incentive system in the form of questionnaires,in order to find out the problems existing in the incentive process of AS company’s marketing staff according to the survey results.And according to the problems,systematic and targeted marketing staff incentive system optimization suggestions are put forward.The survey results show that the current problems in the incentive system of marketing personnel in AS Company include four aspects: unattractive salary of marketing positions,unreasonable performance appraisal and application mechanism,unsound vocational education and training mechanism,and lack of career management of marketing personnel.After a systematic analysis,the author believes that the fundamental reasons for these problems are as follows: firstly,managers of AS company pay little attention to employee motivation;secondly,the construction of corporate culture is insufficient;thirdly,the company’s human resource management efficiency release is weak.In view of this,the author believes that the marketing personnel incentive system of AS company should be comprehensively and systematically optimized from four aspects: salary management,performance management,career management and vocational training management,with the goal of attracting marketing talents and stimulating employees’ potential,and the principle of strategy,value unity,adaptability and continuous improvement.Besides,it is proposed that efforts should be made from the three guarantee levels of organizational guarantee,institutional guarantee and cultural guarantee to escort the implementation of various incentive measures in the optimization scheme.This thesis focuses on the incentive of a specific type of employees in the natural gas industry,and puts forward optimization suggestions for the incentive system of marketing personnel in line with the actual situation of AS company from the perspective of individual needs.On the one hand,it enriches the theoretical research of the industry theme,and on the other hand,it also provides useful reference for the construction and optimization of the incentive system of marketing personnel of deep burning company and other enterprises in the natural gas industry.