中国直销企业激励机制研究[摘 要]2005年9月，中国政府明确为直销立法，规范的直销必将成为中国市场经济的一个有机组成部分。直销业最关键的基点在于人，对直销员的激励问题是直销活动的核心内容。当前我国许多直销企业激励机制并不能对员工起到充分的激励作用，如何建立有效的直销企业激励机制，使中国直销队伍稳定下来，促进直销企业的健康发展，不仅是中国直销企业必须面对的，也是本文探讨并期望解决的问题。
本文分析了直销的相关理论以及直销在国内外的发展情况，指出直销已经成为企业获取竞争优势、提高市场占有率的重要工具，是企业未来发展的重要选择。尤其是在经历了金融风暴之后，直销行业逆势增长，直销金额、直销行业从业人数逐年增加，直销业前景一片光明。
文章对几个典型的直销企业激励机制进行了剖析，寻找、提炼其优点，发现、总结其不足，探讨直销行业激励机制的效益性。
最后，综合运用人力资源管理、管理学等相关理论和实地调研分析，了解直销员的需求，并依此设计一套能够适应中国市场并有效调动直销员积极性的激励机制。
[关键词]直销；激励机制；薪酬机制；人文关怀
Study on Incentive Mechanism for Chinese
Direct Selling Enterprises
Abstract: In September 2005, Chinese government has definitely legislated for direct selling, and regulating direct selling will certainly become an integral part of Chinese economy in the future. The core of direct marketing lies in person, so the incentive mechanism for direct seller is basic. However, the current incentive mechanism in Chinese direct selling companies can not motivate the staff fully. Thus, how to establish an effective incentive mechanism is just discussed and hoped to be solved in this paper.
This paper analyzes the related theories of direct selling and its development at home and abroad. It indicates that direct selling has become an important tool for the companies to gain competitive advantage and improve market share. Furthermore, in the aftermath of the financial turmoil, the direct selling companies have made rapid progress. The profit amount and the number of employees of direct selling industry have increased year by year, which indicates a bright future for it.
To identify effectiveness of the incentive mechanism, the paper analyzes several typical direct sales companies, finding out their merits and shortcomings.
Finally, the author designs a series of incentive mechanism based on the theories of Human Resource Management and Management Science as well as the needs of direct seller, which can surely adapt to Chinese market and effectively motivate the staff in direct selling companies.
Key words: direct selling; incentive mechanism; salary mechanism; humanistic care
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