关键一：激励对象

Key one: incentive object

人力资源是企业的首要资源，用对了人，可以激活整个团队；用错了人，可能会葬送整个企业，正是“成也人才，败也人才”。所以，激励对象选取的正确与否，直接关乎股权激励计划的成败。

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.

激励对象应该兼顾到核心层、老臣、功臣、骨干和苗子。比如老臣，他们是公司过去的经营业绩增长或管理能力提升做出了突出贡献的老员工。

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.

老员工是新员工的一面镜子，新入职者往往通过老员工来推测自己在企业中的发展轨迹。所以，在实施股权激励的时候，适度向做出突出贡献的老员工倾斜，对同化新员工、营造团队凝聚力非常有效。

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.

关键二：激励方向

Key 2: direction of motivation

激励方向，也就是激励标的物。选取恰当的激励标的物，既可以有效激发员工的工作热情，又可以促使企业战略目标的实现。

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.

激励标的物应该与公司的价值相一致，明确且令人信服的，激励物标的的数值也得是被激励者跳跳脚就能够着的苹果。举例来讲，对于成长期企业，宜选取销售额、产值等增长类指标作为标的物，以鼓舞员工的士气；对于成熟期企业，可选择净利润、净资产收益率等综合类指标，以提升企业的综合管理能力。

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.

关键三：激励规则

Key 3: incentive rules

规则意识一致是国人所欠缺的，而要想成就成熟的商业帝国，一定要树立规则意识，并竭尽全力与那些钻制度空子的行为做坚决的斗争。事先明确股权激励的游戏规则，一方面有利于企业调控员工的努力方向，另一方面也可以营造公平、公正、公开的激励氛围。

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.