千金药业区域销售经理绩效考核优化研究

发布时间：2018-02-14 19:24

本文关键词： 千金药业区域经理销售绩效内部交换市场绩效考核　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：摘要：随着新医改和新版GMP认证体系的实施,国内医药市场的竞争进一步加剧。目前医药企业之间的竞争更多体现在市场上的竞争,但实际上,作为站在市场最前沿的销售区域经理,其工作状况直接影响着企业经营目标的实现,影响着企业市场竞争力的提升。因此,合理的绩效考核体系对销售区域经理的工作状态具有重要引导作用。本文从株洲千金药业股份有限公司的区域销售经理绩效考核现状入手,对现阶段千金药业的销售模式、区域销售经理的地位和作用、现有区域销售经理考核体系等进行了全面剖析,根据绩效考核的相关理论,认为千金药业的区域销售经理绩效考核存在考核指标设置不合理、考核指标的弹性定额不固定、绩效考核机制不科学等主要缺陷。进而提出要通过实行区域经理负责制,建立销售全流向考核,推行内部交换市场机制等来优化区域销售经理绩效考核体系。在此基础上,提出要从建立起层级管理的组织结构,建立区域销售经理岗位职责体系,绩效考核结果沟通与运用,完善商业单位药品流向管理体系等方面来建设千金药业区域销售经理绩效考核体系的配套措施。本文提出的相关对策建议,对其他医药制药企业也有一定的实践参考价值。
[Abstract]:Absrtact: with the implementation of the new medical reform and the new GMP certification system, the competition in the domestic pharmaceutical market is further intensified. At present, the competition among pharmaceutical enterprises is more reflected in the competition in the market, but in fact, As the sales area manager who stands at the forefront of the market, its working condition directly affects the realization of the enterprise's business objectives and the promotion of the enterprise's market competitiveness. The reasonable performance appraisal system has the important guidance function to the sales area manager's working condition. This article starts with the current situation of performance appraisal of regional sales manager of Zhuzhou Qianjin Pharmaceutical Co., Ltd., and analyzes the sales mode, the status and role of regional sales manager, as well as the current sales model of Qianjin Pharmaceutical Co., Ltd. Based on the relevant theory of performance appraisal, it is considered that the performance appraisal of Qianjin Pharmaceutical Industry has unreasonable performance evaluation index setting, and the flexible quota of appraisal index is not fixed. The main defects of performance appraisal mechanism, such as unscientific performance appraisal mechanism, and so on, are put forward to optimize the performance appraisal system of regional sales managers through the implementation of the regional manager responsibility system, the establishment of the whole flow assessment of sales, the implementation of internal exchange market mechanism, and so on. It is proposed to establish the organizational structure of hierarchical management, establish the responsibility system of regional sales manager, and communicate and apply the results of performance appraisal. Improve the management system of drug flow in commercial units to build Qianjin Pharmaceutical Regional sales Manager performance appraisal system. The related countermeasures and suggestions provided in this paper have some practical reference value for other pharmaceutical enterprises.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F272.92

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