A公司营销人员绩效管理体系改进研究
发布时间：2018-11-27 14:14
【摘要】：现今,我们国家企业的竞争愈演愈烈,已成为普遍令企业家们头痛的问题。人力资源作为当前企管的核心,其规范性与科学性严重影响着当前企业的发展。绩效管理属于现在人力资源管理的关键内容,也是公司能不能有效完成战略任务的关键影响因素。销售员属于公司销售业务的主要执行人,还是公司面向客户、市场以及对手的一线人员,其绩效优劣将会对公司的运营与前景有着决定性的影响。所以,有效管理销售员的绩效拥有相当关键的意义。山西杏花村竹叶青酒营销公司(全文简称“A公司”)作为一家山西本土保健酒国有企业,其管理体系与民营企业略有不同,自身发展受到人力资源方面的影响较重,故而对绩效管理方案的优化势在必行。本文主要从A公司营销人员绩效管理现状入手,对其营销模式、管理内容、方法运用、激励机制等方面进行调研,通过比较分析,发现绩效管理方面存在诸多问题,然后就其存在的问题进行阐述,包括员工工作参与度低、标设置不合理、考核方式不科学、沟通机制不流畅、结果应用受限等;并探讨其问题产生的原因,则有公司自身体系的缺陷、企业高层对绩效管理不够重视、人力资源部对绩效管理认知度有偏差、营销人员对绩效管理意识薄弱等原因;最后在其分析现状、问题及原因的基础上,结合A公司营销人员的实际情况,引用AHP分析方法,开发了基于BSC的KPI绩效管理方法,改进了A公司不同岗位之间的营销差异,对考评指标、权重做了重新设计,调整了评估流程与方法,着重建立了沟通与反馈机制,优化了各项激励机制,完善了考评结果运用,最后提出保障措施。本文期望依据有关绩效管理方面的理论与不同公司的践行经验,优化A公司销售员目前已有的绩效系统,进而增强公司和职员在复杂市场竞争局势中的优势。
[Abstract]:Today, competition in our national enterprises has become a common headache for entrepreneurs. As the core of current enterprise management, human resources have a serious impact on the development of enterprises. Performance management is the key content of current human resource management, and also the key factor of whether the company can effectively complete its strategic task. The salesperson is the main executor of the company's sales business, or the first-line person of the company facing the customers, the market and the rivals. Its performance will have a decisive influence on the company's operation and prospects. Therefore, the effective management of salespeople's performance has a very critical significance. Shanxi Xinghua Village Zhuye Qing Wine Marketing Company ("A Company" for short), as a state-owned enterprise of Shanxi native health wine, its management system is slightly different from that of private enterprises, and its own development is heavily influenced by human resources. Therefore, it is imperative to optimize the performance management scheme. This paper mainly starts with the current situation of marketing personnel performance management in Company A, investigates its marketing model, management content, method application, incentive mechanism, and finds that there are many problems in performance management through comparative analysis. Then the problems are discussed, including low participation of employees, unreasonable setting of standard, unscientific assessment method, unsmooth communication mechanism, limited application of the results and so on. The causes of the problems are the defects of the company's own system, the lack of attention to the performance management by the senior management, the deviation of the human resources department to the performance management, the weakness of the marketing staff's awareness of the performance management, and so on. Finally, based on the analysis of the current situation, problems and reasons, combined with the actual situation of marketers in company A, the author developed a method of KPI performance management based on BSC, which improved the marketing difference between different positions of A company. The weight of the evaluation index is redesigned, the evaluation process and method are adjusted, the communication and feedback mechanism is established, the incentive mechanism is optimized, the application of the evaluation result is improved, and the safeguard measures are put forward. Based on the theory of performance management and the practical experience of different companies, this paper hopes to optimize the existing performance system of salespeople in Company A, and then enhance the advantages of the company and staff in the complex market competition situation.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92;F426.82
[Abstract]:Today, competition in our national enterprises has become a common headache for entrepreneurs. As the core of current enterprise management, human resources have a serious impact on the development of enterprises. Performance management is the key content of current human resource management, and also the key factor of whether the company can effectively complete its strategic task. The salesperson is the main executor of the company's sales business, or the first-line person of the company facing the customers, the market and the rivals. Its performance will have a decisive influence on the company's operation and prospects. Therefore, the effective management of salespeople's performance has a very critical significance. Shanxi Xinghua Village Zhuye Qing Wine Marketing Company ("A Company" for short), as a state-owned enterprise of Shanxi native health wine, its management system is slightly different from that of private enterprises, and its own development is heavily influenced by human resources. Therefore, it is imperative to optimize the performance management scheme. This paper mainly starts with the current situation of marketing personnel performance management in Company A, investigates its marketing model, management content, method application, incentive mechanism, and finds that there are many problems in performance management through comparative analysis. Then the problems are discussed, including low participation of employees, unreasonable setting of standard, unscientific assessment method, unsmooth communication mechanism, limited application of the results and so on. The causes of the problems are the defects of the company's own system, the lack of attention to the performance management by the senior management, the deviation of the human resources department to the performance management, the weakness of the marketing staff's awareness of the performance management, and so on. Finally, based on the analysis of the current situation, problems and reasons, combined with the actual situation of marketers in company A, the author developed a method of KPI performance management based on BSC, which improved the marketing difference between different positions of A company. The weight of the evaluation index is redesigned, the evaluation process and method are adjusted, the communication and feedback mechanism is established, the incentive mechanism is optimized, the application of the evaluation result is improved, and the safeguard measures are put forward. Based on the theory of performance management and the practical experience of different companies, this paper hopes to optimize the existing performance system of salespeople in Company A, and then enhance the advantages of the company and staff in the complex market competition situation.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92;F426.82
【参考文献】
相关期刊论文 前10条
1 刘s，
本文编号：2361076
本文链接：https://www.wllwen.com/guanlilunwen/jixiaoguanli/2361076.html
