Research On Sales Staff Turnover Of COFCO Coca-Cola Company

FMCG（Fast moving consumer goods） industry is the earliest marketizingindustry，and the degree of marketization is the highest in China. With the rapiddevelopment of economy, FMCG industry is developing rapidly in China, and thecompetition is increasingly fierce. Due to the influence of the lower practitionersadmittance doorsill and the fierce competition in FMCG, the employee turnover rateis rising year by year."Rui Shi China" survey by Mercer found that the overallemployee voluntary turnover rate of FMCG was29%in China and it was muchhigher than the normal level which is from5%to20%. And the sales staff turnoverrate was far higher than the overall turnover rate. How to reduce staff turnover rateand strengthen the stability of employees have become the most importantmanagement problems. As a representative of FMCG industry, employee turnoverrate is also high in COFCO Coca-Cola Company, especially sales staff turnover ratehas been more than30%in recent three years. These greatly increased manpower cost,cause negative effect on daily operation and business development. According to thecomprehensive analysis of the turnover rate, performance, vacancy time andrecruitment efficiency, we found that sales staff turnover rate and the effect onvolume are proportional, and the rate is high, the greater the impact on sales volumeand sales revenue. Cost of recruitment and training caused by the high turnoverincreased the company’s labor cost, but also has direct impact on profit. High turnoveralso bring the loss of customer resources and business development which are moreincalculable.Takes the Mowbray model as the main theory basis and through understandingof sales staff turnover of COFCO Coca-Cola Company from2011to2013, Statisticsthe basic personal information in5dimensions including age, gender, education,length of service, rank, and summarizes the basic feature of the loss of sales staff. By carrying out the questionnaire to analysis the relevance between turnover and Humanresource management aspects which including salary, performance appraisal, thesales target, training, incentive system, enterprise culture and working environment,sales management, interpersonal relationship, career development. And summarizedthe main reason of the loss of sales staff from the individual factors andorganizational factors. Through the analysis, we found that career development,performance appraisal and salary, training were the three most important influencingfactors.Combined with the actual situation of the company and the future developmentneeds, and according to the three main reasons to formulate the correspondingcountermeasures. Through carrying out investigation and training effect tracking toimprove the training system, to meet the purpose of the training improve the skillsand the skills improve the ability. The implementation of the annual performanceevaluation comprehensive evaluate the sales performance and enhance theeffectiveness of incentive. Adopt differential recruitment to adjust the sales structuretends to be reasonable, and provide organization support to career management,establish the talent ladder of sales staff to get joint development of individual andorganization. Hope through the implementation of these countermeasures to solve thefundamental problems of the loss of sales staff, and to maintain the industrycompetitive advantage, finally to achieve sales over4stage goals in2020and realizethe per capita consumption in the long-term target is close to the global level.