Research On The Improvement Of Motivation Strategies Of H Company’s Grassroots Employees

The retail industry is an industry that is directly related to the needs of people’s livelihood and has a certain influence on the social economy and people’s lives.Largescale supermarkets are an important part of the retail industry.They are comprehensive shopping malls oriented to meet the needs of residents’ lives.In recent years,especially after the outbreak of the new crown epidemic in 2020,online live shopping and major takeaway platforms have emerged and developed rapidly,making the living environment of physical retail hypermarkets increasingly severe,and the popularity of passenger flow in hypermarkets has dropped sharply.The space for the development of large-scale stores is getting smaller and smaller.How to break through the bottleneck in this competitive environment is a question worth thinking about.Hypermarkets should not only develop a business model that combines online and offline,but more importantly,improve the quality of offline service experience and build core competitiveness.Because under the vision of a better life,the consumption level has been continuously improved,and most Chinese consumers prefer to communicate with people,and like to liven up and gather,and this characteristic is destined that the retail hypermarket market will still have room for development.To seize the advantages of customers’ on-site service experience and continuously improve the shopping experience of customers is the key to enhancing the competitiveness of physical hypermarkets.To serve customers depends on the personnel working on site.Therefore,it is mainly grass-roots employees who directly contact customers.It is necessary for them to continuously establish emotional links with customers and do a good job in service marketing.Most of these groups are not highly educated,older,with a high proportion of the population,and the quality is uneven.The working status of grassroots employees has a direct impact on the customer’s on-site experience.How to use incentive methods to promote them to better improve service is worth studying in this paper.This paper takes H company as an example and takes the grass-roots employees as the research object to analyze and study the motivation of grass-roots employees.This paper firstly collects literature with the help of database resources such as Baidu library,school library and CNKI,and sorts out the research on incentives of domestic and foreign scholars from the aspects of incentive factors,incentive methods,grassroots employee incentives and retail industry grassroots employee incentives.Carry out dissertation research to provide a literature basis.Secondly,it researches and defines the concepts of grassroots employees and incentives,referring to three important theoretical foundations of enterprise incentive mechanism,including Maslow’s hierarchy of needs theory,goal setting theory and fairness theory.Learn relevant theoretical knowledge,and through the research in this part,provide a theoretical basis for carrying out research on the subject.Finally,in order to deeply understand the current situation of the satisfaction of the grass-roots employees,using questionnaires,interviews and other methods to analyze the current situation of the company’s grass-roots employees’ incentives and existing problems.From the perspective of grassroots employee satisfaction,the problem is quantified,and the problems existing in the current incentives are reflected in the form of real data,and a summary analysis is carried out.The results of the questionnaire and interview show that the company’s incentives for grass-roots employees mainly have the following problems: first,the salary level is low,and the employee turnover rate is relatively high;second,the training content is relatively simple,which is not conducive to the growth and development of employees;third,the promotion cycle Longer,the employees are less motivated to work;fourth,the motivational evaluation method is relatively subjective,which is prone to negative emotions of sabotage.The main reasons for the above problems are that the management has insufficient awareness of the importance of employee motivation;the learning and development demands of grass-roots employees are not paid enough attention;career planning does not combine the characteristics of employee development and there are few positions;and a good communication atmosphere is not created.Finally,on the basis of drawing on the incentive schemes of other large-scale stores,using Maslow’s demand theory,fairness theory and goal setting theory,the countermeasures and suggestions are mainly put forward from the following four aspects: First,without increasing labor costs too much,Distribute gross profit awards according to more work and personal work performance,establish a competitive salary level,and improve the work vitality of employees;Second,enrich the training content and promote the development of grassroots talents;Third,improve the promotion and development mechanism,strengthen Employee career planning;Fourth,clarify the incentive evaluation indicators,and implement a variety of honorary awards.In order to ensure the effective implementation of countermeasures,this paper proposes four aspects: organizational guarantee,to ensure the level of attention of the management;learning culture guarantee,to create a learning atmosphere for grass-roots employees;talent team guarantee,to provide strong career planning;communication guarantee,to establish a bridge for regular communication and feedback.safeguard measures.Through the research of this paper,the purpose is to improve the incentive satisfaction of the grass-roots employees of H company,further improve the service awareness of grass-roots employees,and promote sales performance,so as to enhance the soft power of H company and achieve a win-win situation between the company and employees.A bigger step hopes to provide some meaningful references and provide new working ideas for how companies in the retail industry want to motivate grass-roots employees.The research results can be recognized and promoted in the retail industry,and provide reference value for similar industries.