YM基金公司渠道销售人员绩效考核研究

发布时间：2018-05-03 07:44

本文选题：基金公司 + 渠道销售人员　；参考：《河北工业大学》2013年硕士论文

【摘要】：证券投资基金（简称基金）作为一种可以满足人们投资需求的特殊商品，是资本市场发展的必然产物。在国内，基金业经历了十几年的蓬勃发展，资产规模已经超过2.6万亿元。目前，国内基金产品的销售主要依赖渠道代销，因此在行业内，基金产品的销售工作都是特指渠道销售。本文作者在YM基金公司市场部工作期间，发现基金产品在渠道销售过程中，受内外部环境因素的影响非常显著，投资业绩、市场环境都会增幅或抵消销售人员的工作成果。因此，在实际工作中渠道销售人员的付出与销售成果不能完全匹配，而当前的绩效考核体系又无法进行有效地调整，从而导致无法科学、公平、公正的评价渠道销售人员的工作绩效。甚至在极端环境下，还可能出现无法开展绩效考核的情况。这些问题不仅严重影响YM基金公司绩效管理公平公正的实施，还会影响渠道销售人员的合理权益，阻碍公司持久健康稳定的发展。作者凭借工作关系对全行业的渠道销售人员绩效考核工作进行调研发现，针对上面所述的情况，基金公司多是通过团队绩效的方式回避个人工作与成果不匹配的问题，还有很少数基金公司是通过更细致复杂的考核指标减少工作与成果的不匹配。但这些方法只能起到改善作用，并不能从实质上解决问题，除非以公司为单位进行考核。作者发现基金行业内一直缺乏有效的解决方案，为此，作者通过查阅国内外大量的相关文献资料，对国内外基金行业的绩效考核现状进行研究分析，希望可以找到有效的解决方案。但是，却发现这种情况是中国独有的，没有现成可以借鉴的解决方案，只能依靠自己找出有效的解决方案。本文以YM基金公司渠道销售人员的绩效考核体系为研究对象，结合多年的基金产品销售经验，通过对影响渠道销售的内外部因素进行深入细致的分析，找出渠道销售人员的付出与成果不成比例的问题根源，并在前人相关研究的基础上，引入相对考核指标和动态管理理念，设计构建出符合基金产品销售规律的科学公正的绩效考核体系，从而改善提高YM基金公司的绩效管理水平，保证渠道销售人员得到公平公正的绩效考核成果，，促进公司战略目标的实现，并且为其他基金公司解决类似问题提供参考借鉴。
[Abstract]:As a special commodity which can satisfy people's investment demand, securities investment fund is the inevitable outcome of the development of capital market. In China, the fund industry has experienced more than ten years of vigorous development, the scale of assets has exceeded 2.6 trillion yuan. At present, the sales of domestic fund products mainly rely on channel sales, so in the industry, the sales of fund products are all special channel sales. During the period of the marketing department of YM fund company, the author found that the fund products were significantly affected by the internal and external environmental factors in the process of channel sales. The investment performance and the market environment would increase or offset the work results of the sales staff. Therefore, in the actual work, the channel sales personnel pay and sales results can not be fully matched, and the current performance appraisal system can not be effectively adjusted, resulting in no scientific, fair, Fair evaluation of channel sales performance. Even in extreme circumstances, there may be a failure to carry out performance appraisal. These problems not only seriously affect the fair and just implementation of performance management of YM fund company, but also affect the reasonable rights and interests of channel salesmen and hinder the company's sustainable, healthy and stable development. With the help of the working relationship, the author investigates the performance appraisal of the channel salesmen in the whole industry and finds that the fund companies avoid the mismatch between individual work and achievement through the way of team performance. There are also a small number of fund companies through more detailed and complex assessment indicators to reduce the mismatch between work and results. But these methods can only improve, can not solve the problem substantially, unless the company as a unit of assessment. The author finds that there is a lack of effective solutions in the fund industry. Therefore, the author studies and analyzes the current situation of performance appraisal of the fund industry at home and abroad by consulting a large number of domestic and foreign literature. Hope to find an effective solution. However, it is found that this situation is unique to China, there are no ready-made solutions to learn from, can only rely on their own to find effective solutions. This paper takes the performance appraisal system of the channel sales staff of YM fund company as the research object, combines the fund product sales experience for many years, through carries on the thorough detailed analysis to the influence channel sale internal and external factor, Find out the root of the problem that the sales staff's efforts and achievements are out of proportion, and on the basis of previous relevant research, introduce the relative assessment index and dynamic management concept. To design and construct a scientific and fair performance appraisal system in accordance with the rules of fund product sales, so as to improve the performance management level of YM fund company and ensure that the channel sales staff get fair and just performance appraisal results. To promote the realization of the company's strategic objectives, and to provide reference for other fund companies to solve similar problems.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F832.39

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