Study On Optimization Of Sales Personnel Motivation Strategy Of H Tea Company

In recent years,with the state’s strong support for the tea industry,the scale of the tea market has continued to grow,the competition in the industry has intensified,and the tea enterprises have also faced new challenges.The continuous renewal of the consumer groups in the tea market puts forward new requirements for the sales of tea products,and the tea enterprises need to break the shackles of traditional marketing models and establish a complete marketing system integrating the relationship maintenance,channel expansion,cultural communication and value transmission,so that enterprises can obtain greater benefits.The effective operation of such a marketing system depends on the proactive actions of high-quality sales personnel.However,because most of the tea enterprises in China started late,and lack scientific management concepts and sufficient incentives for sales personnel,there is a high turnover of sales personnel.Therefore,how to retain sales talents,stimulate the potential of sales personnel and enhance the competitive advantage of enterprises are important problems that the tea enterprises need to solve urgently.In this study,taking H Tea Company as a case study,we made an in-depth study on the incentive status and problems of the tea sales personnel by using the methods of literature research,questionnaire survey and field interview,and proposed the optimization measures.This paper is composed of six chapters.Chapter One is the introduction,which mainly expounds the research background and significance,research status at home and abroad,research content and objectives,research methods and ideas,and the innovative points of this study.Chapter Two introduces the definition and characteristics of sales personnel,and expounds the relevant incentive theory in detail.Chapter Three combines the results of the questionnaire survey and the field interview to understand the general situation of H Tea Company and the status quo of its sales personnel incentives.In Chapter Four,through the analysis of the status quo of the sales personnel incentives in H Tea Company,it is found that there are six problems in the sales personnel incentives in H Tea Company,i.e.,limited career development space,imperfect salary system,unsound welfare system,unscientific performance appraisal,limited training and insufficient corporate culture guidance.The causes behind these problems mainly include: backward remuneration concept,neglect of employees’ psychological needs,weak awareness of talent cultivation,lack of internal communication and feedback mechanism,etc.In Chapter Five,based on the incentive theory,the incentive countermeasures that are in line with the characteristics of tea enterprises are proposed,i.e.,establishing a correct remuneration concept,setting up a sales skill levels,perfecting the salary system,increasing the employee’s welfare,paying equal attention to both the rewards and punishments in the performance appraisal,perfecting the training system and strengthening the corporate culture construction.Chapter Six is the conclusion and prospect,which points out that the sales personnel incentive strategies of tea enterprises should 1)meet the characteristics and needs of sales personnel;2)be diversified;3)pay attention to the employees’ feedback.The innovative points of this study are as follows.The previous studies had mostly used the hierarchy of needs theory and the reinforcement theory.On this basis,this study analyzed the incentive system for sales personnel of H Tea Company from multiple dimensions by using the total reward model,understood the psychological needs of the sales personnel in the local tea industry by questionnaire survey,and put forward an incentive strategy that is based on material incentives but also pays equal attention to non-material incentives,which is conducive to enriching the research results of sales personnel incentives in the tea industry,and urging to the tea enterprises to pay attention to the incentives for sales personnel,optimize their incentive strategies and realize their system innovation so as to fully stimulate the enthusiasm of sales personnel,enhance the sales team cohesion,reduce the loss of sales personnel and enhance the core competitiveness of enterprises,thereby promoting the optimization and perfection of the relevant systems of tea enterprises and the high-quality and healthy development of the tea industry.