深圳A企业销售人员绩效指标设计研究

发布时间：2018-03-10 08:11

本文选题：销售人员　切入点：绩效考核　出处：《南京理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着珠三角经济发展的进一步推进和市场全球化,深圳中小型民营企业迅速崛起并发展壮大,管理层素质也不断提高,他们对企业人力资源也有了更加深刻的理解,销售人员是中小型企业最关键和最核心的团队之一,对于攻占市场和树立品牌形象具有举足轻重的作用。企业销售队伍业绩的好坏直接决定着企业规模扩张的速度和获利水平的高低,甚至决定着企业的存亡。能够实现对其进行客观、全面地评价直接关系到销售人员的工作积极性与雇佣关系的稳定,对企业经济效益的好坏、市场生存及战略扩张起决定性影响。从业界调研看,我国中小型民营企业销售人员绩效指标设计研究已经有了一定的发展。在此基础上,本文选取深圳市某LED中小民营企业---A公司销售人员的考核指标设计为典型案例,通过了解该公司销售业务在战略投向、市场扩张所面临的严峻考验和挑战,找出并分析了销售团队在绩效管理方面的不足和问题症结。本文主要对中小民营企业销售人员绩效指标设计案例进行了实证分析研究。从绩效考评指标设计的角度,探讨A公司现有销售人员绩效考评指标设计存在的问题,对该企业销售人员绩效指标设计提供具体的指导思想和依据,重新梳理和构建销售人员绩效考核指标思路和模型,并对该公司后续绩效指标设计管理和运作机制提供了建设性对策,确保该公司有动力持续发展,稳健扩张市场地位。
[Abstract]:With the further development of the Pearl River Delta economy and the globalization of the market, the small and medium-sized private enterprises in Shenzhen have rapidly risen and developed, and the quality of the management has been continuously improved. They also have a deeper understanding of the human resources of the enterprises. Salespeople are one of the most critical and core teams in small and medium-sized enterprises. It plays an important role in capturing the market and establishing the brand image. The performance of the enterprise sales team directly determines the speed of the expansion of the enterprise scale and the level of profit. It even determines the survival of the enterprise. It can realize the objective, comprehensive evaluation directly related to the work enthusiasm of sales personnel and the stability of the employment relationship, and is good or bad for the economic benefit of the enterprise. Market survival and strategic expansion play a decisive role. On the basis of industry research, the research on the design of performance indicators for sales personnel in small and medium-sized private enterprises in China has been developed to a certain extent. This article selects a LED small and medium-sized private enterprise in Shenzhen as the typical case of the appraisal index design of sales personnel of company A, through understanding the severe test and challenge that the company's sales business faces in the strategic direction and the market expansion. To find out and analyze the sales team in the performance management deficiencies and the crux of the problem. In this paper, a case study on the performance index design of sales personnel in small and medium-sized private enterprises is carried out. From the point of view of performance evaluation index design, this paper discusses the problems existing in the design of the performance evaluation index of sales personnel in Company A. It provides the concrete guiding ideology and basis for the design of the performance index of the sales personnel in this enterprise, and reorganizes and constructs the train of thought and model of the performance appraisal index of the sales personnel. It also provides constructive countermeasures for the design, management and operation mechanism of the company's follow-up performance indicators, so as to ensure the company's sustained development and steady expansion of its market position.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F426.61

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