Fast Moving Consumer Goods Industry Sales Staff Remuneration Model Study

As an important part of value chain, Sales is not only the connection process between enterprise and customer, but also the key point to win customer satisfaction and profit. With regard to the fast-moving consumer goods industry, sales is the basis of enterprise's survival and development, on a more prominent position in the all works of enterprise, so that, in the fast-moving consumer goods industry, the emphases of enterprise management is how to stimulate sales force to be high-efficiency performance.In recent years, with rapid development of fast-moving consumer goods industry in China, the compensation grown faster, but the growth of compensation mainly concentrated in senior management staff, the compensation of sales force was still lower. The compensation polarity will dissatisfy the sales force, weaken the stimulation of compensation and the work enthusiasm of sales force. The phenomenon shows that there are some defects on the compensation mode of sales force. Therefore, the analysis and study on sales force compensation mode is extremely necessary and valuable.This paper based on review and analysis of sales force compensation mode, according to the characteristics of fast-moving consumer goods industry, constructs sales force compensation mode that is suitable for this industry, and provides guidance and help for management and stimulation of sales force. This paper includes five parts: The part one, based on review the domestic and foreign research of sales force compensation mode, analyses the vacancy of the research and proposes the research subject of this paper—sales force compensation mode in fast-moving consumer goods industry; The part two expounds the theory foundation of the research on sales force compensation mode from total compensation theory, needs theory and "costumer choice" theory; The part three sums up and analyses the existing sales force compensation mode, proposes sales force total compensation mode against the inadequacy of the existing mode, The part four, according to the characteristics of sales force in fast-moving consumer goods industry, establishes the total compensation mode design system that is suitable to fast-moving consumer goods industry; The part five, from the case of fast-moving consumer goods enterprise X, applies and demonstrates the total compensation mode design system.