Study On Differential Incentives Factors Of Small And Medium-sized Enterprises Sales Personnel

Since the reform and opening, small and medium-sized enterprise made greatcontribution for our country’s economic growth and social development. Witheconomic system reform deepening, the market marketing activities for small andmedium-sized enterprise’s survival and development is becoming more and moreimportant. Sales staff becomes small and medium-sized enterprise’s the mostimportant human resources. But small and medium-sized enterprise sales stafffrequently leaves office, management costs keep raising. At present, the sales staffincentive research to our country small and medium-sized enterprises haven’t becomesystem. They haven’t distinguished the sales staff and differential incentives. Basedon the investigation and analysis for small and medium enterprises sales staff presentsincentive mechanism in our country, I summarize our country small and medium-sized enterprises the main problems of the sales staff incentive mechanism and simpleanalysis of the causes.In this paper, we study using descriptive statistics, factor analysis, varianceanalysis, correlation analysis’s statistical methods, mainly analyzes the importance ofsmall and medium-sized enterprise sales staff for all kinds of incentive factors andoverall satisfaction. Research result is to sort various kinds of incentive factors ofimportance. Sorting result is compensation incentives type, emotion and culture formincentives type, performance evaluation incentives type, training incentives type. Theimportant incentives factors are commission, growth promotion, interpersonalrelations and leaders’ work support. And further analysis of the characteristics ofdifferent background, sales staff has significant differences on importance of incentivefactors and overall satisfaction. According to the above research results we build thesmall and medium-sized enterprise sales staff incentive factors model and modify themode through the empirical study. It provides a theoretical support for small andmedium-sized enterprise establishing incentives mechanism. So small and medium-sized enterprises’ managers should be focus on compensation incentives type andemotion and culture incentives type. But all kinds of incentive factors cannot becompletely put aside. Small and medium-sized enterprises should implement the differential incentives, understand sales staff’s real demand and provide scientificincentives.The innovation of this paper is to study the incentives problem of small andmedium-sized enterprise sales staff. As small and medium-sized enterprises sales staffincentives research are less at present stage, this paper enrich the theory of this aspect.Incentives factors can be divided into four categories, and named compensationincentives type, training incentives type, performance evaluation incentives type,emotion and culture incentives type. It can avoid the specific incentives forindependent research; provide the foundation for later study through factor analysis.Studied the different background characteristics: gender, age, education, industry andsales experience and the income whether they have significant difference for theincentive factors. The individual background characteristics are studied and simpleinteraction on incentive factors, such as the interaction of the sex and age on incentivefactors. Small and medium-sized enterprise sales personnel difference incentivemodel is put forward. According to all kinds of incentive factors, we put forwardsome combination incentive ways, to differential incentive sales personnel.