云南白药集团电商板块员工激励问题研究——基于新零售转型背景

Research on Employee Incentive Issues in the E-Commerce Division of Yunnan Baiyao Group —Based on the Background of New Retail Transformation

摘要: 随着传统医药企业向电商化、新零售转型，电商板块员工已成为企业业绩增长的核心力量，其激励效果直接影响企业数字化战略落地。激励在人力资源管理中扮演着重要的角色，它不仅可以提高员工的积极性，还可以增强员工对企业目标的认同感。本论文以需求层次理论、ERG理论和同步激励理论为基础，以云南白药集团为研究对象，聚焦云南白药集团电商相关业务，并对其电商团队薪酬激励、晋升激励、期权激励和培训教育激励等方面进行全面考量，结合电子商务行业特性提出优化策略，为传统企业电商板块员工激励体系建设提供参考，助力企业实现线上线下协同发展。

Abstract: With the transformation of traditional pharmaceutical enterprises towards e-commerce and new retail models, employees in the e-commerce segment have emerged as the core driving force behind the growth of corporate performance. The effectiveness of incentives for these employees directly influences the implementation of the enterprise’s digital strategy. Incentives play a pivotal role in human resource management, not only boosting employees’ motivation but also enhancing their sense of identification with the enterprise’s objectives. This thesis is grounded in the Hierarchy of Needs Theory, ERG Theory, and Synchronous Incentive Theory. Taking Yunnan Baiyao Group as the research subject, it zeroes in on the company’s e-commerce-related operations. A comprehensive assessment is conducted on aspects such as salary incentives, promotion incentives, stock option incentives, and training and education incentives for the e-commerce team. By integrating the unique characteristics of the e-commerce industry, optimization strategies are put forward. This study aims to offer valuable references for the establishment of an incentive system for e-commerce employees in traditional enterprises, thereby facilitating the coordinated development of online and offline operations for these enterprises.