营销人员流失问题研究

【作者】 周双喜；

【导师】 江卫东；

【作者基本信息】 南京理工大学 ， 管理科学与工程， 2003， 硕士

【摘要】 随着近些年来我国市场经济的迅猛发展，营销人员大量流失的问题已经成为困扰企业的一大顽症。因而，站在企业人力资源管理的角度，对这一问题产生的原因进行诊断、分析，并提出行之有效的对策和建议就显得尤为急迫。本文首先界定了研究的对象以及一些员工流失的基本概念，并在此基础上利用莫布雷扩展模型和Price离职意图路径模型作为理论工具，结合营销组织和营销人员的特点，分析了影响营销人员流失的三个方面的因素：外部环境因素、个人因素和企业内部管理因素。其中，由于外部环境因素和个人因素的多变性和不可控性，研究的重点落在了企业内部管理因素上，并有针对性地提出了企业防范营销人员流失的对策与措施。更多还原

【Abstract】 In recent years, with the rapid development of the market economy in our country, the turnover of marketing personals in large numbers has become a serious and chronic disease disturbing many enterprises. Thus in perspective of human resource management in enterprises, it appears particularly urgent to diagnose and analyze the cause of the problem, and to put forward effective solutions and suggestions. First of all, this paper gives the definition of the research objects as well as some concepts of personal turnover. Then, with Mobley Expanding Model and Price Resignation-Intention Method Model as the theoretical instrument and considering the characteristics of marketing organizations and personals, there are three factors influencing the turnover of marketing staff: the factor of exterior environment, individual factor and the factor of the enterprise interior management. Due to changeability and uncontrollability of the former two factors, the research emphasis should put on the third one, and expound some solutions and suggestions to prevent the marketing personals from getting away the enterprises.更多还原