某粮油食品营销公司促销员工流失情况探究.docx
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1、某粮油食品营销公司促销员工流失情况探究摘要零售业具有员工需求量大与劳动密集等特点,在新常态下以员工业绩为主要支撑点的零售业正在遭遇员工流失严重的巨大挑战。国内外学者对于员工流失问题有众多研究成果,但研究对象多为管理类人才,对零售业中促销员流失问题的研究少之又少。因此,研究促销员的流失问题,不仅可以填补该研究领域的空缺,还可以行之有效地帮助企业降低运营成本,使企业的运营效率获得提升,对促进企业长期稳定的发展具有重要的现实意义。促销员作为在终端直接面对消费者的企业员工,是企业向市场推广产品最生动的形象代表,是消费者了解企业产品及服务的第一窗口,是推动消费者产生消费行为的直接动力,同时也是企业了解市
2、场需求的信息来源,促销员在企业中扮演着十分重要的角色。但由于管理方式、劳动报酬等因素的影响,促销员的高流失率已成为阻碍企业长远稳定发展的一大痼疾。为解决这个问题,传统的方法是通过简单地提高工资报酬来降低流失率,这种方法在短期内的确能产生一定的效果,但长远来看并不利于公司的稳定发展。作者认为应通过科学的方法找到影响促销员流失的根本原因,并设计出合理的方案去解决问题,才能真正确保促销员队伍的稳定,最终实现企业的稳定发展。T 公司是一家专门提供集团公司产品营销服务的公司。近年来,公司促销员流失率逐年增高,2019 年流失率超过了 30%。促销员流失问题正在严重影响着公司的内部稳定和外部发展,公司每年
3、都必须花费大量的人力、物力来解决这个问题,导致运营成本居高不下。在这种背景下,对公司促销员人力资源管理进行优化改进,已迫在眉睫。本文以 T 公司作为研究对象,利用激励理论、需求层次理论、公平理论等基本理论做支撑,对公司当前促销员岗位人力资源管理现状及问题进行分析,并根据问题从优化薪酬管理制度、改善绩效管理体系、完善企业文化制度、加强促销员职业生涯管理等方面出发设计出基于降低促销员流失率的优化方案。关键词:促销员;员工流失;人力资源管理。ABSTRACTTheretailindustryhasthecharacteristicsofhighemployeedemandandlabor inten
4、siveness. Under the new normal, the retail industry with employee performanceas the main supporting point is facing a huge challenge of serious employee turnover.Totheproblemofemployeeturnoverhasalotofscholarsbothathomeand abroadresearchachievements,butmostoftheresearchobjectismanagementpersonnel, a
5、nd there is very little research on the problem of salespersonturnover in the retail industry. Therefore, research on the problem of the loss of promoters can notonly fill the vacancy in the research field, but also help enterprises effectively reduce operating costs, thereby improving the operating
6、 efficiency of enterprises, and havingimportant practical significance for promoting the long-term and stable development of enterprises.Promoters, as corporate employees who directly face consumers at the terminal, arethemostvividimagerepresentativesofthecompany sproductpromotiontothemarket, the pr
7、imary window for consumers to understand the company s products and services, and the direct driving force for consumers to generate consumer behavior. Itisalsoasourceofinformationforcompaniestounderstandmarketneeds,and promoters play a very important role in the enterprise. However, due to the infl
8、uenceof management methods, labor compensation and other factors, the high turnover rate ofpromotershasbecomeamajorobstacletothelong-termstabledevelopmentofenterprises.Inordertosolvethisproblem,thetraditionalmethodistoreducethe churnratebysimplyincreasingwages.Thismethodcanindeedproducecertain effec
9、tsintheshortterm,butitisnotconducivetothestabledevelopmentofthe companyinthelongrun.Theauthorbelievesthattherootcauseofthelossof promoters should be found through scientific methods, and a reasonableplan should be designed to solve the problem, so as to truly ensure the stability of the promoters an
10、d ultimately realize the stable development of the enterprise.CompanyTisacompanythatspecializesinprovidingproductmarketing services for group companies. In recent years, the turnover rate of company promotershasincreasedyearbyyear,andtheturnoverratein2019hasexceeded30%.The problemofthelossofpromoter
11、shasseriouslyaffectedthecompany sstable development,butithasalsowastedalotofhumanandmaterialresourcesofthe company, and increased operating costs. In this context, it is imminent to optimize and improve the human resource management of the company s promoters.This article takes Company T as the rese
12、arch object, and uses the basic theories such as incentive theory, demand hierarchy theory, and fairness theory to support the analysisofthecurrenthumanresourcesmanagementstatusandproblemsofthe company scurrentpromoterpositions.Accordingtotheproblems,theoptimization schemebasedonreducingtheturnoverr
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- 关 键 词:
- 粮油食品 营销 公司 促销 员工 流失 情况 探究
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