關鍵一：激勵對象

Key one: incentive object

人力資源是企業的首要資源，用對了人，可以激活整個團隊；用錯了人，可能會葬送整個企業，正是“成也人才，敗也人才”。所以，激勵對象選取的正確與否，直接關乎股權激勵計劃的成敗。

Human resource is the primary resource of an enterprise. If you use the right person, you can activate the whole team. If you use the wrong person, you may ruin the whole enterprise. It is "success is talent, failure is talent". Therefore, the selection of incentive object is directly related to the success or failure of equity incentive plan.

激勵對象應該兼顧到核心層、老臣、功臣、骨干和苗子。比如老臣，他們是公司過去的經營業績增長或管理能力提升做出了突出貢獻的老員工。

The incentive object should take into account the core layer, senior officials, meritorious officials, backbone and seedlings. For example, they are senior employees who have made outstanding contributions to the company's past business performance growth or management ability improvement.

老員工是新員工的一面鏡子，新入職者往往通過老員工來推測自己在企業中的發展軌跡。所以，在實施股權激勵的時候，適度向做出突出貢獻的老員工傾斜，對同化新員工、營造團隊凝聚力非常有效。

Old employees are a mirror of new employees, and new recruits often speculate their development track in the enterprise through old employees. Therefore, in the implementation of equity incentive, it is very effective for assimilating new employees and creating team cohesion to moderately favor the old employees who have made outstanding contributions.

關鍵二：激勵方向

Key 2: direction of motivation

激勵方向，也就是激勵標的物。選取恰當的激勵標的物，既可以有效激發員工的工作熱情，又可以促使企業戰略目標的實現。

The direction of motivation is the object of motivation. Choosing the right incentive object can not only effectively stimulate the enthusiasm of employees, but also promote the realization of enterprise strategic objectives.

激勵標的物應該與公司的價值相一致，明確且令人信服的，激勵物標的的數值也得是被激勵者跳跳腳就能夠著的蘋果。舉例來講，對于成長期企業，宜選取銷售額、產值等增長類指標作為標的物，以鼓舞員工的士氣；對于成熟期企業，可選擇凈利潤、凈資產收益率等綜合類指標，以提升企業的綜合管理能力。

The incentive object should be consistent with the value of the company. It is clear and convincing that the value of the incentive object must be within the reach of the motivated. For example, for growing enterprises, it is appropriate to select growth indicators such as sales volume and output value as targets to boost the morale of employees; for mature enterprises, comprehensive indicators such as net profit and return on net assets can be selected to enhance the comprehensive management ability of enterprises.

關鍵三：激勵規則

Key 3: incentive rules

規則意識一致是國人所欠缺的，而要想成就成熟的商業帝國，一定要樹立規則意識，并竭盡全力與那些鉆制度空子的行為做堅決的斗爭。事先明確股權激勵的游戲規則，一方面有利于企業調控員工的努力方向，另一方面也可以營造公平、公正、公開的激勵氛圍。

In order to achieve a mature business empire, we must establish a sense of rules, and do our best to fight against those who exploit the loopholes in the system. Clarifying the game rules of equity incentive in advance, on the one hand, is conducive to the enterprise to control the direction of employees' efforts, on the other hand, it can also create a fair, just and open incentive atmosphere.