摘要:江苏联搏工程有限公司，是我国建筑装饰行业领域内的一家知名企业，成立于1992年，是一家集家装、工(公)装为一体的专业化装饰设计公司，现有员工200余人，其中营销人员50人，目前，营销人员数量庞大且普遍素质不高、专业水平高低不一，所以，优秀的营销人员就会成为各个企业竞相聘请的对象，但大部分企业仍没有将营销人员风险作为一个系统加以考虑并建立相应的营销人员风险管理体系，结果不少企业面临亏损甚至破产的危险境地，而要留住人才，江苏联搏应根据营销人员本身的特质以及企业的具体情况，对比和借鉴了其他建筑装饰企业的营销人员忠诚度管理经验，对企业内部进行全方位调研，实际了解营销人员对其企业的满意度及期望值，找出造成该行业营销人员忠诚度低及流失率高等现象的原因，提出并制定了一系列符合本企业和行业特征规律的提升营销人员忠诚度的策略，论述了营销人员忠诚度管理在建筑业企业的重要性与迫切性。

    本文的研究成果对营销人员忠诚度的理论和实践研究都具有积极的推动作用，也对企业员工忠诚度的培养有着深远而重要的意义，为企业的生存发展提供保证，从而真正实现企业与员工双赢的局面。

关键词 营销人员；忠诚度；江苏联搏

Abstract:Jiangsu Lianbo Engineering Co., Ltd., is a well-known enterprises in the field of construction and decoration industries in China, which established in 1992, is a collection of home improvement work (public) installed one of the specialized decorative design company and currently employs more than 200 people, including50 marketing staff, an excellent marketing staff often become the object of various enterprises competing to hire the talent market demand for senior marketing professionals, many executive search firm in competing out attractive conditions to capture excellent marketing personnel, marketing personnel familiar with the marketing environment, to know a lot of dealers and customers, and have a lot of client resources, these are survival and on which to develop the necessary conditions. The majority of enterprises are still not the risk of marketing personnel as a system to be considered and the establishment of the appropriate the marketers risk management system, result, many enterprises are facing the danger of loss or even bankruptcy, and to retain talent, Jiangsu associated risk should be based on marketing personnel characteristics and specific situation of enterprises, contrast and learn from the experience of other building decoration companies marketing staff loyalty management, internal comprehensive research and practical understanding of the marketing staff satisfaction and expectations of their business, to identify cause the industry marketing staff loyalty is low and the high turnover rate of the phenomenon of the reasons put forward and developed a series of line with the strategy of the enterprise and industry characteristics laws to enhance the marketing staff loyalty, discusses the importance of marketing staff loyalty management in the construction industry enterprises with urgency.

    The research on the theory and practice of marketing staff loyalty has a positive role in promoting the corporate culture of employee loyalty has a far-reaching and important guarantee for the survival and development of enterprises, in order to realize the enterprise and its employees win-win situation.

Keywords  marketing personnel  Loyalty  Jiangsu Lianbo