营销人员流失模糊综合评价研究

Marketing Personnel Management Strategy based on Fuzzy Comprehensive Evaluation Model

基于模糊综合评价模型,文章构建企业营销人员流失风险的识别系统,根据销售人员个体价值及流失风险对企业营销人员流失状况进行了分析,报告了企业营销人员流失现状;通过采用人力资源个体价值方法,进行了企业营销人员流失风险调查,反映了企业营销人员管理存在的问题;根据营销人员对企业的贡献差别,确定营销人员流失风险指数;然后,根据营销人员流失风险指数和个体价值指数的关系,将企业营销人员细分为低风险低价值人员、高风险低价值人员、高风险高价值人员和低风险高价值人员四类,并根据企业营销人员细分标准,对不同类别的营销人员制定不同的管理策略,取得营销人员细分定位管理策略的研究成果,从人力资源角度为企业降低营销人员流失率,提高企业的经营效益提供了理论依据。

Based on the fuzzy comprehensive evaluation model, the paper built enterprise marketing personnel loss risk identification system, analyzed the enterprise marketing personnel loss situation and reported the enterprise current marketing personnel loss situation. By using the method of human resource individual value and investigating the enterprise marketing personnel loss risk, this thesis reflected the resource problems existing in the enterprise marketing personnel management. According to the marketing personnel＇s contribution to the enterprise, this thesis defined marketing personnel loss risk index. Then, according to the marketing personnel loss risk index and the individual value, this thesis subdivided the enterprise marketing personnel into four categories： low risk and low value personnel, low risk value and high risk high value personnel, low risk and high value personnel. According to this criteria, this thesis researched marketers＇ subdivision location management strategy. In the high light of different categories of marketers, this thesis established different management strategies. In the end, this thesis gave the proposal of reducing staff turnover rate and also provided the theoretical basis of improving the enterprise management benefit from the perspective of human resource marketing.