基于销售战略目标的销售队伍激励问题研究

【作者】 黄德华；

【导师】 张大亮；

【作者基本信息】 浙江大学 ， EMBA， 2008， 硕士

【副题名】以EI药业公司为例

【摘要】 随着我国的市场经济进一步发展,我国医药企业的竞争不再是产品竞争,已经进入全方位竞争,包括销售队伍管理的层面。没有销售队伍,企业生产的药品已经很难卖出去;没有销售队伍,企业很难获得营销带来的高额利润。医药代表的办公场所其实不在公司而在客户那里,他们每天都要在陌生的环境里拜访客户,他们经常要面对医生的可能拒绝,故医药代表的激励对于提高或稳定其工作士气尤为重要。销售区域、销售指标与销售薪酬的合理分配对医药代表都有激励作用,根据市场潜力设立销售区域,根据销售区域设立销售指标,根据销售指标设立销售薪酬,三者相互关联。科学组合的结构性激励模型,更具有激励作用。这种激励制度不仅激励强度大,而且激励的持久性好,这种结构性的激励模型是决定企业战略目标实现的关键。但是在销售区域管理中,容易出现销售队伍的边际递减效应,在销售指标的分配中,容易出现经济学中的棘轮效应,在销售薪酬的方案设计中,容易出现供应链管理学中的曲棍球棒效应,而这三大效应都属于人类的本性或天性,它们作为不可改变的潜规则在影响着销售队伍的激励。EI公司在中国的发展经历了三个阶段,EI公司从一般走向优秀,从优秀走向衰退。这其中有很多原因,本文重点分析了EI公司的结构性激励模型的变迁与缺失,从中发现了EI公司在起步阶段,其结构性激励模型很好地克服了边际递减效应、棘轮效应与曲棍球棒效应的影响,但是从2002年开始,结构性激励制度就已经有所变化,主要表现在销售薪酬方案设计中出现了直接佣金与安理申的特别补偿奖,出现了曲棍球棒效应,由于有产品平衡奖的约束,同时安理申的销售额只占EI公司的4%,曲棍球棒效应不严重。2004年出现了边际递减效应与棘轮效应,2005年出现了明显的曲棍球棒效应,到了2007年,这三大效应不合理的组合在一起发挥作用,对EI的危害达到了顶峰。本文以EI公司的激励制度的发展史为案例,结合销售激励理论,运用边际递减效应、棘轮效应与曲棍球棒效应进行分析,探讨了结构性激励机制的设立模型与原则,以及提出了减少三大效应对结构性激励制度影响的方法。为我国企业,特别是医药企业建立销售激励制度,提供了很好的借鉴。更多还原

【Abstract】 With the development of market economy in our country, the competition of Medicine Enterprise in our country is no longer the product competition, but of the omni-directional competition already, including the management of sales force. Drugs manufactured by the enterprise are very difficult to sell out without sales force. The enterprise is very difficult to obtain high profit without the sales force. Sales personnels’ office is in their customers’, they must face the possible rejection every day inside the strange environment of the customers, therefore it is very important for sales personnels’ inspiration to elivate or stabilize their work morale.The rational distribution among sales territory, the sales target and the sales salary has a inspiration affect to medical representation. We set up sales territory according to market potential, set up the sales target according to the sales territory, set up the sales salary according to the sales target, the three are incident cross-correlations. The scientific combination of constitutive inspiration mode has the inspiration function, moreover, this kind of inspiration system is not only strong , but also durable. So, this kind of constitutive inspiration model determines the key goal in the realization of enterprise strategy.But in the management of sales territory, it is easy to present the boundary decreasing effect in the sales force. In establishment of sales target’s, it is easy to present the notch wheel effect as in economy. In the sales salary design, it is easy to present the hockey stick effect as in the supply chain management science. As these three big effects belong to human nature, they act as the unmodified hidden rule to affect the managements of a sales force.EI Corporation experienced three stages in the development in China, it experienced from general to outstanding, outstanding to decline. There are many resons in the process. The article selectively analize EI Corporation’s constitutive inspiration model including its vicissitude and the flaw.In the course ,we discovered constitutive property of EI Corporation’s inspiration model has overcome the influence by the boundary decreasing effect, the notch wheel effect and the hockey good effect well. But from 2002, the constitutive inspiration system was changed mainly in the sales salary project design, such as direct commission and the special compensation prize of Aricept. From then on, it started to present the hockey stick effect.because of the resriction of product balance prize and the sales volume of Aricept is only 4% in EI Corporation, The phenomenon of the hockey stick effect was not serious. In 2004, the company started to present the boundary decreasing effect and the notch wheel effect.In 2005, the company presented the obvious hockey good effect.In 2007, these three big effects were unreasonablely combined which played the role together and do harmful effect to the crest in EI.This article took the EI Corporation’s history of inspiration system’s as the case, did analysis using the notch wheel effect、he hockey stick effect and the boundary decreasing effect. We discussed to set up the model and the principle on the constitutive property incentive mechanism, as well as proposed method to reduce the three big effects to influence the constitutive inspiration system., we provided a very good model to establishe the sales inspiration system for the enterprise of our country, especially medicine enterprise.更多还原