摘 要：由于市场营销在各企业所体现的重要性和非凡性，确立了市场营销人员薪酬设计的重要位置。本文从薪酬概念及其影响要素的总体论述出发，对营销人员所特有的个性特征进行剖析和营销人员薪酬设计重要性的阐述，总结归纳了市场营销人员薪酬设计的要害要素。通过对各类企业市场营销人员薪酬模式的调查分析后发现，主要存在三种典型的薪酬模式：以日资企业为代表的高稳定性的薪酬模式、以欧美企业为代表的绩效为主的调和性薪酬模式以及以国内中小企业为代表的高弹性薪酬模式；这三种模式各有其优点，但也各有其不足之处。本文认为：只有根据营销人员的能力与职位设计与其相匹配的薪酬模式，对各层次营销人员进行细分，合理运用上述三种典型模式，发挥它们的优点，避其缺点，并辅以建立科学的绩效考核标准和薪酬治理体系，达到实用、合适、经济的要求，充分体现公正、公平、竞争和效能最大化的原则，才能最大限度地调动营销人员的积极性，才能稳定优秀营销人员、激励营销人员，为企业创造最大的利润价值。

要害词: 薪酬体系 高稳定性 高弹性 调和性

Abstract: We find that salary design for salesman is very important, because of importance and particularity of market at the enterprise. This text proceed from general treatise about the salary concept and affection factor, analyses the especial characteristic of salesman and expatiates on importance of the salary design for salesman, sums up the key factors of salesman’s salary design. After investigating various enterprises, we found that there are three typical modes: the first is the high stability salary mode that’s often used by the Japanese joint venture; the second is the concordance salary mode that’s often used by the European or American joint venture; the third is the high elasticity salary mode that’s often used by many local small enterprises. Three typical modes have their advantages and disadvantages. This text thinks that salesman will do their best to create the biggest profits, if we design the suitable salesman’s salary mode according to the ability and position, fractionize the salesmen, use three typical modes reasonably, develop advantages and avoid disadvantages, establish the scientific assess method and salary management system, attain the results of practicability and economy, represent the principle of equity and fair competition.