销售是企业的龙头，而带动龙头前进的是公司的销售人员。如何激励营销人员更好地发挥自身潜力，为公司创造更多价值，是这类企业和企业的决策者首先研究的课题。要提高销售人员的积极性就要做到激励有效，就要使得激励考核制定合理，而激励考核制度的合理首先要做到激励考核制度的公平。
本文从分配公平概念，激励的公平理论为理论依据，通过对区域销售人员目标管理中的目标制定、完成目标资源的分配（销售费用和人员配备）、过程考核、奖酬标准制定（薪酬制定、培训和晋升）等几个方面影响区域销售人员考核激励的公平的因素的讨论，结合上海合资品牌空调生产企业H公司的具体案例进行分析说明，并且提供一些简单有效促进区域销售人员目标管理中考核激励公平的方案和方法供参考。

关键词　区域销售 目标管理 分配公平 考核激励 公平性

The sale is the core of the enterprise , and the development the core must reply on the salesmen. So the enterprises and the decision-makers have to study to how insprit the salesmen to expert their potention , and then to create the more invalue for the companies. In order to improve the initative of the salesmen , we must take the measures to the effective incentives and work out the reasonable incentives and assessment mechanism , otherwise , we also make sure to the fairness of the incentives and assessment mechanism.

According to the conception of the fair distribition and the fair theory of the incentive , and then analysed the detail case the H company that the joint venture enterprise to make the air-conditioners in Shanghai , the article discussed the factors to have influence in the fairness of incentives and assessment about the salesmen , which included the aim establishment of the management by objective for the areal salesmen , and to accomplish the distribition of aim resources ( sales cost and manning level ), and the processes assessment , and to draw up the reward criteria ( the salary , the training and the promotion) , at last , it offered some simple and effective blue print and ways to promote the fairness of the incentives and assessment about the areal salesmen in the management by objective for reference.

Key words : areal sale management by objective fair distribtion
assessment and incentives fairness


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