Research On The Improvement Of The Incentive Mechanism For The Sales Staff Of Chenzhou Zhenye Real Estate Company

In recent years,the state has continuously issued macro-control policies for real estate,the "golden period" of the real estate market has ended,and the loss of sales personnel of real estate enterprises is unprecedented.The existing incentive mechanism of Chenzhou Zhenye real estate company has the problems of insufficient endogenous incentive and low level of exogenous incentive.Improving its current incentive mechanism to stimulate the working motivation of salespeople has become the key to alleviate the plight of brain drain.Through data analysis and questionnaire survey,this study found that the existing problems of the current incentive mechanism of the salesperson of Chenzhou Zhenye real estate company mainly include the overload of employees’ work pressure,the lack of employees’ sense of work achievement,the low sense of employees’ participation in decision-making,the unreasonable internal promotion mechanism and the no difference in salary structure.According to in-depth interviews and based on the incentive theories such as hierarchy of needs theory and expectation theory,it is considered that the weak endogenous stimulation effect of the incentive mechanism,the lack of long-term effectiveness of the incentive mechanism and the lack of standardization of the implementation of the incentive mechanism are the causes.In order to improve the current incentive mechanism of sales personnel of Chenzhou Zhenye real estate company,this study constructs the dual source incentive model of sales personnel of Chenzhou Zhenye real estate company,i.e.e + e model,based on Porter Lawler incentive model and Robbins comprehensive incentive model and combined with the working characteristics of real estate sales personnel.According to this model,this study gives the improvement scheme of incentive mechanism for the salesperson of Zhenye real estate company from the macro level,and gives the specific improvement measures of incentive mechanism from the micro level,including establishing post psychological management mechanism,constructing "participation +achievement" incentive model,improving internal promotion mechanism,adjusting salary structure and strengthening the construction of humanistic enterprise culture.Finally,the implementation steps are put forward in three stages: preparation and publicity,implementation and feedback rectification;It also puts forward the guarantee measures for the implementation of the incentive mechanism improvement scheme from the three aspects of implementation system,system and environment.This study constructs an e + e model based on the dual source perspective.The model clearly points out that under the consideration of individual differences,meeting the dual source incentive needs of salespeople as much as possible and improving their job satisfaction are the key to improve the incentive mechanism,which is expected to provide effective theoretical guidance for real estate companies to scientifically motivate their salespeople.