Study On Incentive System Of Marketing Personnel In A Business Department Of FZ Securities

With the rapid development of domestic and foreign economy,Shanghai and Shenzhen stock exchanges have developed from "old eight stocks" in 1990 to 3399 now,according to CSRC data of September 2017.The total market value was 56892,861 billion yuan,and the average daily transaction amount was 548.1 billion yuan at the end of the period.In the current market economy process,the securities companies are facing more fierce competition in both the domestic market and the international market.The marketing personnel and marketing work of the securities company are the link and bridge between the company and its customers.The company's various products and services are converted into value through marketing,so as to realize the profit and achieve the goal of profit maximization for the company.However,the single assessment and incentive to the marketing front-line business personnel lead to the huge turnover of marketing personnel and the lack of a long-term and stable incentive mode to attract marketing personnel.Therefore,the reasonable and effective incentive program can attract and retain first-class sales talents.It also can motivate some passive employees,improve the satisfaction of marketing personnel and motivate their enthusiasm and initiative.Thus,it can create higher value and profits for the enterprise and improve the competitiveness of the enterprise.Firstly,this paper analyzes the research results of incentive optimization of domestic and foreign securities companies on marketing personnel.Also,it discusses some common incentive theories.Secondly,the paper analyzes the current situation of marketing personnel incentive in China's securities companies and points out the following problems:Managers do not pay enough attention to employee motivation;the salary structure is unreasonable;The incentive system of marketing personnel lacks individualized design;the performance appraisal system of marketing personnel is not perfect;then,the paper analyzes the reasons of the problems and puts forward some improvement measures.Finally,it is concluded that the incentive system reform should give priority to dynamic mechanism and guarantee mechanism.Also,it includes compensation,benefits,career development,training and corporate culture.Lastly,we should find the root which can improve the enthusiasm of the staff effectively in the development of the company.So it can improve its incentive mechanism and provide a solid theoretical foundation of the conclusion.Taking A business department of FZ company as a study example,this paper studies the problems existing in the system of incentive for marketing personnel in the business department.It understands some in-service employees' opinions on the existing incentive system and puts forward some corresponding suggestions in the form of questionnaire.