A Study On Business Sales Staff Incentive Mechanism Optimization In China Unicom Group's, Xi'an

With the restructuring of the telecommunications industry and formation of "tripod" competition pattern, competition in the telecommunications industry becomes increasingly fierce. Group's client business plays an increasingly important role in the telecommunications industry competition. As the Group's customer's business sales staff incentive mechanism will have a direct influence on the company's overall competitiveness, Xi'an China Unicom is no exception. At present, a series of problems do exist, for instance, a high turnover rate among Group's customer's business sales staff, Group's low level of customer business and the low contribution of customer business to the company's overall revenue. These indicate the Group customer's business sales staff incentives did not exert its due effect, there is still much room to be improved.This paper takes business sales staff incentive mechanism optimization in China Unicom Group's, Xi'an, as the research object, analyses the deficiencies in the company incentive by incentive theory and demand characteristics of sales personnel through investigation. Based on the above analysis, it puts forward the concepts, methods and guarantee condition of Group's customers Business sales incentives optimization. This paper makes an analysis from the following seven aspects:in the first part—the introduction, background and significance, objects, methods and frameworks of the study are mainly presented; in the second part—the review of incentive theory, incentive theory are introduced, such as the hierarchy of needs theory, two-factor theory, need for achievement theory. While incentive and restriction patterns at home and abroad are analyzed; the third part undertakes a situation analysis on business sales staff incentive mechanism in China Unicom Group, On the basis of problems in the field and the survey of demand factors of sales staff, part four derives the cause of the problems; The Fifth section presents concepts and principles of the company's group business sales staff incentive mechanism optimization and the corresponding incentive measures; part six centers on how to optimize the Group's business sales incentive mechanism on guarantee condition; the seventh part draws a conclusion and further research questions.This paper, from the aspect of business sales staff incentive mechanism optimization in China Unicom Group's, Xi'an, seeks approaches to effectively mobilize the enthusiasm and creativity of sales staff and tap their potential as well. Constructing an effective incentive mechanism is beneficial for the further development of China Unicom, Xi'an in the new pattern of the telecommunications industry. This study also has a high reference value for sales staff business incentives in the similar practice in the telecommunications industry.