营销心理学研究系列（二）：云南红塔集团诸时健：分配激励是关键 _ 文库

　　Marketing Psychology Study Series (b) when the various groups in Yunnan Hongta health: the allocation of incentives is the key　　　　

　　Another topic of marketing psychology is bound to cooperate in the interests of, the interests of distribution systems. In particular, today 80% of China's SMEs is crucial. Here we share some may not be profound, for informational purposes only.　

　　Chu Jian of China's most controversial when the financial figures of one, who is China's famous "king of Chinese tobacco."　

　　In 1928, when Chu Kin was born in a peasant family. Participated in the guerrilla liberation. In 1955 when 27-year-old served as the Chief of Personnel in Yuxi prefecture region. 1958 was labeled as "rightists." In October 1979, the then 51-year-old director of the Yuxi Cigarette Factory. Chu Kin in 1990 when the country was awarded the honor outstanding entrepreneurs Award "Golden Globe Awards." In 1994, when Chu Kin was named National "Man of the top ten of reform", reached the pinnacle of his life.　

　　When Chu Kin Hongtashan become so famous, he led the national aggregate corporate profits and taxes turned over hundreds of billions of dollars, his strategic vision to strengthen the resources, to seize opportunities in the development of the tobacco industry to come to the fore in Yuxi Cigarette Factory, China's tobacco King, local financial pillar. However, entrepreneurs with an incentive mechanism is inadequate supervisory system put an end to his political and professional life. In February 1995, an anonymous letter to report allegations of Yuxi Cigarette Factory, when Chu Kin corruption. January 9, 1999, when Chu Kin sentenced to life imprisonment and deprivation of political rights for life. When Chu Kin was commuted to prison after 17 years. Spring Festival in 2002 for medical treatment. Chu Kin in effect when the 18-year Hongta, in order to create the profits and taxes of up to 99.1 billion, together with the Hongtashan of more than 400 million brand value (not assessed value of other brands), he contributed to the profits and taxes for the country at least 140 billion. And his wages, less than 1,000 yuan / month, there has been "rich temple abbot poor" phenomenon.　

　　In 1997, when Chu Kin with the run-down areas into a small factory to create nearly a thousand billion profits of tobacco companies in Asia glory, and sentenced to life imprisonment in his capacity as head sadly left Hongta 18 years.　

　　Chu Kin in the period when he created the Hongta Empire. Hongtashan "created a number of millionaires, the number of people who solved the food problem" has several uncountable. For this reason, many people, when Chu Kin against injustice suffered in his later years.　

　　Psychology from the marketing (which can be extended to the management of areas of psychology) when Chu Kin on the analysis of corruption:　

　　Although led by Chu Kin Hongta Group at all the way through the brilliant, but when Chu Kin-corruption groups in the annals of Hongta left an indelible memory, but also when Kin Chu brought their pain forever. Today, we have to think, why a good prisoner will become entrepreneurs? And why was their innocence and it was good? It has been carried out to explore the following: 1. Changes in values - in the era of planned economy, people are the masters of enterprises, especially state-owned enterprises, a variety of benefits in a unified mode of operation, the lives of people living a step by step, work is for the country, work for the people , the goal of production is to meet the national and people's material needs, reform and opening up, China completed its transition from a planned economy to a market economy, from business and government, enterprises began to market a self-financing, the goal of corporate management from a planned economy time shifted by the planned production for profit, according to market demand and production. At the same time, the state's private economy from restrictions to encourage, the emergence of a large number of private enterprises, more and more people to join the private capital markets, citizens have the rapid growth of personal wealth. In this period of transformation, people's ideology, values, outlook on life and social responsibility are of great changes have taken place, the traditional "people" thinking being "money" and replaced by the temptation of material , the expansion of selfish desire to make people more realistic, more the pursuit of personal wealth and material enjoyment, some people take advantage of loopholes to obtain ill-gotten gains, and some powerful people on the psychological imbalance, people started to abuse the power for their own personal gain, there a large number of corruption cases, which are all ultimately change people's ideology, and values of life-changing results.　

　　2. Ineffective oversight - a planned economy towards a market economy has, the system has changed, people's attitudes have changed, the role of business have changed, and some of the corresponding policies and laws, and changing it is lagging behind, some deep-rooted things that have not yet receded Government withdrawal from the enterprise leadership, business should be in accordance with the Companies Act provides for the establishment of a sound organizational structure, and perform their respective duties, corporate shareholders will be the highest authority, the board of directors of enterprises is the executing agency, the board of supervisors is responsible for the supervision of the Board of Directors , and the reality of the shareholders and board of supervisors will be strictly enforced, and the Board of Trustees of the lack of supervision has become the highest organ of state power, is chairman of the board like “Yiyantang”, Exclusive, Chu Kin subordinates when their name is "the boss", "Father" can be seen in the enterprises to enjoy the treatment as the emperor.

　　3. Distribution and the impact of incentive systems - a planned economy period, the distribution of the system seems fair and reasonable, but it has seriously hampered economic development and reduce the people's work efficiency and hindered social progress. Since reform and opening up the reform of agriculture, allowing farmers to land contractual management, farming has been the enthusiasm of farmers, increase production, so that the majority of farmers in China to solve the problem of food and clothing, and in some areas have also achieved a well-off life; Deng Xiaoping, "Let some people rich up "economic theory so that the rapid development of private economy, a large number of private capital into the business and the manufacturing sector, the private capital for social development has made tremendous contributions to, private property owners also gain huge profits, the achievement of the capital accumulation, for a large number of rich people; as a leading state-owned enterprise reform, the economy is difficult, in groping forward, the effect has not been effective, as expected, state-owned enterprise reform has become a heavy topic, first separating government and enterprises so that enterprises make their own decisions , followed by bankruptcy reorganization, to the later joint-stock reform of state-owned enterprises reform vary greatly, different enterprises uneven treatment of workers, as business income of the leadership is very different, a number of listed companies (such as Section Long) of the CEOs in the business case of a serious loss to get millions of annual salary, TCL executives Li Dongsheng assets as high as 12 billion yuan as the opposite Hongta group tens of billions of dollars in profits and taxes turned over to corporate executives when Chu Jian million earning less than 18 years, and a similar scale in the annual salary of foreign enterprises are also much higher than this level in 1996, the United States, president of Coca-Cola's revenue for the 8.85 million U.S. dollars, 25 m!

　　.S. dollars to purchase additional shares; Disney CEO income is 8.5 million U.S. dollars, plus 1 .96 million share options. If such a ratio of total sales Hongta groups from the world's top 500 is not far away, as the highest Hongta Group managers, Chu Jian of the time the reward should be much more than 1.7 million U.S. dollars. The great differences in personal income to enable him serious psychological imbalance that contribution has not been returned. However, Chu Jian this step when a departure from the runway, skidded off too far and paid a price for their life.　

　　4. With different community - Hongta Group Many people think that when Chu Jian is not the time to spend money, took the money he should get. Yanzhijie economist said: "We as the loss of such an outstanding managers and regret." Cherish such feelings no more than a few people. Chinese University of Hong Kong, Professor Lang believes that the Chu State when to build a successful platform, the state also gave him their due reward and honor, he was only working for the country as a professional manager, and when he put his own master, he did not put the seat. Positioning is not correct, this is the view of Professor Lang.　

　　Chu Kin was a bit when the hero, he served as director of a small factory, the hardships, hard to the extraordinary courage and capacity, with 18 years of hard time, so that small plants grow into tens of billions of dollars of profits each year a large group . Wages in that general age of only several hundred dollars, they factory workers an average wage of at least four or five thousand yuan. In 1994, he was elected "Man of the top ten of reform." However, due to institutional reasons, his great contribution to corporate and personal income has not been reflected, 18 years his total income but millions of personal income made him the huge gap between the serious psychological imbalance, coupled with the lack of effective oversight mechanisms his brilliant life course deviated from the road, 1.74 million U.S. dollars because of pollution, in 1999, he was sentenced to life imprisonment, at this time, he has a 71-year-old man.　

　　His daughter committed suicide in prison, but it is behind bars, which is a more than 70-year-old man is not is not his life fall most of the worst pain down fall. Many people not only sorry for him, and that the end of his life. However, unexpectedly, he won first sentence, changed to a determinate 17 years in prison for a year, two years after the prison in 2002 for his severe diabetes granted medical parole, home living recuperate, and activity restrictions area in the home. According to our idea, he can take care of themselves in old age home, and this is the outcome of his best.　

　　However, he did not choose this path, but a 2400 acre contract barren hills, the kinds of orchards, Kim Tae-established a company. At this time, in 2009 Mexico Zengzi Phoenix has a program that is the 81-year-old orchard in the situation of the elderly. He contracted the barren hills to have just gone through the baptism of mud-rock flow, a mess, the local village that it is a "bird in the manger" place. Many difficulties did not stop his "crazy" behavior, he took his wife into barren hills, took off his suit and put on clothes, farmers, entrepreneurs of the past into a completely authentic farmers. Hard work and sweat he put into the green barren hills of orchards, strangely, in Kunming, 10 oranges on the street 4 kilograms of money, and other types of navel orange 1 kg of crystal sugar 8 money can not buy you, but One out of products sent to Shenzhen to the north, Shanghai and other cities, have no access sign in Yunnan.　

　　His amazingly good orchard efficiency. One year, the mountain-loving Wang came to Yunnan, take the time to deliberately made a special trip to visit him, he did not see a once dominated the entrepreneurs, but to see a cheerful face and dark complexion but of agricultural health. They did not talk with an articulate and business management, he introduced to Wang are orchards, gas, and the growth seedling. Between conversation, he talked about a core issue: two acres of barren hills and how to manage?

　　He used the previous method. Before his time in the management of factory, and tobacco growers to adopt a mutually beneficial solution. In order to grow high-quality tobacco leaf tobacco growers, he used by the factory investment, to go directly to the establishment of high-quality tobacco leaf-based approach　

　　And the import of high quality to low prices of fertilizers sold to tobacco growers. At that time, there are a lot of tobacco farmers are rich, and the tobacco farmers "win-win" is a factory, getting raw materials, and strong competitive with each passing day, the last factory turned into a "Note Printing Factory." In the orchards, there are more than 100 agricultural households in more than 300 people busy to each tree he had set the standards for determining the number of production, he said how much fruit on how much, because too much will affect the fruit quality, and therefore, more The fruit that he would not. As a result, farmers almost see on the initiative to remove the fruit, never take bad fruit to customer.　

　　He also developed incentives to farmers as long as a task to complete, will be able to get 4,000 yuan of wages, quality standards, and then receive 4,000 yuan, more than 2000 yuan a year-end bonus, a farmers received over ten thousand dollars a year, than to working more outside money.　

　　Previously, Chu Kin management at the factory when the factory thought the people came to work; the management of the orchard now, I would like to work in the orchards came to the people. The 80-year-old man has, in the face of the vicissitudes of life, had a painful annoyance, but after tears, wiped away tears, once again ignited the fire of hope, hard life, life will be prosperous, so that people around the well-being and happy.　

　　Wang said with emotion: "I am very inspired. Chu Kin was contracted at 2000 acres and types of oranges.挂果oranges to 6 years, he was already 75 years old. You imagine, a 75-year-old man, wearing a large dark glasses, wearing shirts break, told me excitedly about the fruitWhat is the scene of oranges. 2000 hectares (2400 acres) of Orange Park and local villages together with the nature of poverty, and environmental protection. Although he situation poor, but his mind as emerging entrepreneurs. I thought, if I met him as the setbacks to his age, I will be thinking about? I know, I will not be brave like him. "　

　　Second, Yunnan Hongta Group all cases when the health of the Enlightenment to the marketing of psychology　

　　Understanding of the case only know that, rather than experience. Therefore, from this perspective, the article is often indirect experience, and may not be profound. However, the actual situation, the following areas, or today's instructive:　

　　01. Incentive mechanism and distribution system. Today, China's enterprises, with Shanghai as an example, 880,000 enterprises, with the number of truly powerful system and incentive mechanism? How many truly great boss of the strategic vision, vision or insight? Or only the immediate benefits of? Zeng Guo-fan said, "Where doing big things, knowledge-based, can be supplemented." First of all, the vision to see far away, and then how to ensure the realization of goals, while management is important, including the distribution system and incentive mechanism.　

　　02. Team members to meet the psychological needs and to meet the demand for the issue of self-enhancement. Team members is the core, people-oriented, this is a core. How people-oriented, how to carry out a variety of legitimate people's psychological needs met, and to meet the needs of its progress, it also must be considered and attention.　

　　03. Is the core sales force management. Chinese bosses of small businesses, a considerable proportion of the boss from work to the other person in charge when the sales come out of position, and that the rebels or independent or that are so up. In essence, unfair distribution is a core element. Sales dry up to a certain extent a good hand with the big clients, there is a problem, head of sales "With the customer in order to make the boss," what I work for you? How to make money by八九十been deprived of their legitimate owners? And then do their own. The occurrence of this phenomenon is a universal phenomenon, it is definitely not a two character's personal issues, there definitely will be the distribution system and incentive mechanisms, and for many SOHO or small-scale started started the company, sales is the lifeline of how to get this one, very crucial.　

　　A few days ago, one of my subordinates, I look for a Chief Operating Officer, quarterly assessment on time, to talk about his mental imbalance. In fact from a different vantage point analysis is a distribution and incentive mechanism. Bad economic situation in 2009, many small business failures, the boss to come out and look for a job, I contacted a number of months, but also recruited some of them. They are all very good, many of them do not continue operating, the surface is unable to maintain cash flow, in-depth look at, or distribution system, incentives and sales force issues. Some are not strong sales, some sales of mobile too, disdain not the boss, the boss of themselves, most of them occurred in young people below the age of 30, while these people, the next few decades will be China's the backbone and pillar, must be aware of. I have a tutor, I often consult him on the structure and system problems, once, I have to designate a branch of the royalty from the gross margin of 15% to 5% of the reform, the instructor pointed out the direct problem, he told me that the company accepted mode of operation and before the establishment of a single point in the sales for cash flow and the main channel, it is necessary to pay attention to the distribution system and the balance of incentives. Today, I also gave the instructors, then the reader.　

　　These are the views of the author inappropriate, please criticism.　　　

　　欢迎与作者探讨您的观点和看法，作者为上海威贞实业有限公司首席顾问师，同时兼任上海世新进修学院教学试验研究所首席研究员，主要定位方向是企业管理和企业营销From EMKT.com.cn管理。联系电话：021-64557469、13918210296，电子邮件： westige.boss@16.com

张京宏：早年毕业于杨虎城将军创办的尧山中学.后读于中国矿业大学，获法学学士学位。毕业后在人民法院刑事审判庭、民事审判庭、执行局等工作多年，下海从商后历任中外合资企业部门主管、项目经理、副总经理、总经理、董事长等职。现担任上海威贞实业有限公司首席PMI项目策划师，并兼任多家公司的高级资深顾问。

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