毕业设计（论）-基于成就需要理论剖析直销人员的激励.docVIP

PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT II PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I 基于成就需要理论剖析直销人员的激励摘 要在市场主导经济的大背景下，接近消费群的程度对企业的生存和发展至关重要。直销越来越成为销售的一种重要形式，直销人员也因此成为销售队伍的重要组成部分，他们的出现正在将销售由传统的“供应商——经销商/零售商——消费群”的模式向“供应商——消费群”的模式转变。直销人员作为一线业务型员工，他们不仅在员工数量上占据了企业总人员的较大比例，而且是直接为企业创造利润的群体。因此，对于直销人员的激励越来越成为企业应当予以高度关注的问题。结合直销人员的工作特性，麦克莱兰的成就需要理论尤其适用于直销人员的激励。因此，本文将基于成就需要理论来浅析直销人员的激励现状，直销人员三大需要以及直销人员激励体系的建设。希望能为以直销为主的商贸企业提供一定的参考。关键词：成就需要理论；直销人员；激励 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT II PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT IIAbstractBackground the dominant economy in the market, close to the consumer groups is crucial to the survival and development of enterprises. Direct marketing is increasingly becoming an important form of sales, direct sales personnel have also become an important part of the sales team, pattern change their presence is about sales from the traditional supplier, dealers / retailers, consumer group mode to supplier and consumer groups.Direct sales personnel as first-line business employees, they not only occupy a larger proportion of total enterprise personnel in the number of employees, and it is directly to create profit for enterprise group. Therefore, the direct marketing personnel incentive has become more and more enterprises shall concern. Combining with the working characteristics of direct sales personnel, McClellands theory of achievement is especially suitable for direct sales staff. David McClelland think that meet three (not fixed) the main motive for people working in time of need. The three need to include the need for achievement, which reach the standard, the pursuit of excellence, strive for the success of need; need for power, even they need according to their own desires rather than act their own hospital. Emotional needs, namely the establishment good interpersonal relationship closely desire.Therefore, this paper will be to encourage the analysis on the current situation of direct sales personnel achi