摘要:在经济快速发展的当今，市场竞争日益激烈。金属材料行业产品加工工艺的同质化，使得企业没有明显的竞争优势，企业之间的竞争归根结底就是销售人员之间的竞争。销售人员的能力素质和业绩表现是影响企业长远发展的关键因素，而激励是调动销售人员积极性和提高工作效率的保障。因此，销售人员的激励措施越来越受到企业家的重视。

　　　本文以苏州轩浩金属材料公司为研究对象，在对相关文献资料的梳理研究以及对轩浩公司销售人员的调查访谈基础之上，分析了轩浩公司销售人员激励管理现状。认为轩浩公司现行的销售人员激励管理主要存在激励体系不够完善、激励措施随意性大、销售人员对激励管理的满意度低、激励措施针对性差等问题。其根源是轩浩公司物质激励政策落后、精神激励手段稀缺、对发展激励不够重视等。基于销售人员的需求，构建销售人员激励管理体系，主要包括完善物质激励体系、完善精神激励体系、建立发展激励体系。

　　　轩浩公司销售人员激励管理体系的建立能够调动销售人员的积极性，增强公司的向心力与凝聚力，激发销售人员的潜能，提高销售人员的工作绩效，从而提高轩浩公司的市场竞争力。同时，轩浩公司销售人员激励管理体系的构建对其他企业激励销售人员具有一定的借鉴意义。

关键词 激励；销售人员；需求

Abstract:In the rapid economic development today, the market competition is becoming increasingly fierce. The homogenization of products processing technology of metal materials industry makes the company have no obvious competitive advantage. competition among enterprises in the final analysis is the competition between the salesmen. Competence and performance of salesperson is a key factor to affect the long-term development of the enterprise. The motivation is security to mobilize the enthusiasm of the sales staff and improve the efficiency . Therefore, more and more entrepreneurs put attention on motivational measures of salesmen.

      This paper takes Suzhou Xuan Hao metal material company as the research object. The analysis of present motivation management status of salesperson at Xuan Hao company is based on the study of relevant literature and a interview survey of the salesperson at Xuan Hao company. The present motivation management of salesperson at Xuan Hao has many problems. On the one hand, the current motivation management system of salesperson is not perfect and            takes on many ambiguities and randomness. On the other hand, the salesmen’s satisfaction of  motivational measures is low and lack of pertinence. The reasons are chiefly as follows. First of all, the salesmen’s motivation policy of material at Xuan Hao is backward. Secondly, the salesperson’s motivational means is scarce. Thirdly, the company do not pay enough attention to the salesperson’s development of motivation. Therefore, we need to build salesperson’s motivation management system which based on salesmen’s demand. It mainly includes the improvement of material incentive system and spiritual incentive system. Besides, the company  should establish the salesperson’s development of incentive system.     

　　　Xuan Hao company establishes salesperson’s motivation management system to mobilize the enthusiasm of the sales staff and enhance the cohesion and centripetal force of company.  Besides, it can stimulate the salesmen’s potential and improve their performance. Thereby it can improve market competitiveness of Xuan Hao company. At the same time, construction of the salesmen’s motivation management system of Xuan Hao company has certain reference significance for other enterprises to motivate salesperson.

Keywords  motivation  salesperson  demand