EMPLOYEE INCENTIVE MECHANISM IN ENTERPRISES: A CASE STUDY OF GF COMPANY

This dissertation investigates the effectiveness and shortcomings of employee incentive mechanisms at GF Advertising Company, with a specific focus on the motivation of staff. Amid rapid changes in the advertising and printing materials industry, employee satisfaction and retention have become increasingly critical. However, the company’s current incentive system—characterized by an overreliance on material rewards and lack of development opportunities—has struggled to meet employees’ evolving needs. To explore this issue, the study adopts a mixed-methods approach, combining a quantitative survey of 115 employees with qualitative interviews of 7 selected staff members. The research draws upon Maslow’s Hierarchy of Needs and Herzberg’s Two-Factor Theory to analyze employee motivation and satisfaction. The findings reveal key challenges in four areas: insufficient economic incentives, weak organizational environment support, underdeveloped career growth mechanisms, and ineffective work-related motivation. Based on the results, the dissertation proposes a multi-layered, localized incentive model that incorporates both intrinsic and extrinsic motivators. Recommendations include optimizing communication platforms, strengthening team culture, refining promotion pathways, and diversifying reward structures to better align with employee expectations. The study concludes that a strategic and human-centered incentive mechanism not only improves employee engagement but also enhances organizational performance. Future research could further expand the sample scope and explore long-term impacts of different incentive models across companies and regions.