A啤酒公司销售机构绩效评价体系及绩效改进研究
发布时间：2019-01-03 21:26
【摘要】：啤酒行业是中国市场化最早，程度最高的行业。面对残酷的市场竞争，资本运作短时期内可以取代局部市场、售点的厮杀。但面对各种复杂的竞争形势，没有强有力的当地销售机构，是无法将企业战略落实，稳守胜利果实的。如何建立强大的销售机构，如何利用完善的管理机制和用人机制吸引更多优秀人才，如何为优秀人才提供充分发挥才能的空间和舞台，如何激励优秀的人才不断进取、不断完善，争取最大个人及团队业绩，这些问题的解决，关键在于一个有效的绩效管理体系，，特别是绩效评价和改进体系的建立和实施。 任何企业的运行与发展是以达成企业的绩效目标为根本目的，而企业绩效目标的实现则依赖于每个销售单元的绩效提高。但是，企业只有对销售机构绩效做出公正的鉴定与考评后，才能充分调动团队的积极性，指导销售机构有计划的改进工作，才能达到人力资源的有效开发和管理，实现企业的最终目标。科学合理的绩效评价，对企业的发展具有重要的战略意义。 本文在主要介绍中国啤酒行业特点及啤酒企业销售机构绩效评价体系的现状及问题；并从几个方面介绍了绩效管理的一些理论和基本概况。对绩效管理研究理论的发展趋势进行了展望；结合A公司的基本概况，介绍了其原有的销售机构绩效评价体系，以及存在的问题及产生原因分析，并简单介绍新的绩效评价体系-SEP；确立SEP评价目标，并将SEP八个模块的指标体系作以说明和分析，将持续改进加入绩效管理循环中，构建一套完整的销售机构卓越绩效管理体系。根据A公司绩效评价体系的运行效果进行分析，并提出改善建议并给出了具体的应对措施和实例。最后给出目标企业销售卓越绩效管理实施的初步结果分析，得出初步的结论，并对类似企业给出参考性的建议，指出未来绩效研究和实践的趋势。
[Abstract]:Beer industry is the earliest market-oriented industry in China, the highest degree of industry. In the face of cruel market competition, capital operation can replace the local market in a short period of time. But in the face of all kinds of complicated competition situation, without strong local sales organization, it is impossible to carry out the enterprise strategy and keep the victorious fruit. How to establish a strong sales organization, how to make use of the perfect management mechanism and employment mechanism to attract more outstanding talents, how to provide the space and stage for the outstanding talents to give full play to their talents, how to encourage the outstanding talents to keep forging ahead, To solve these problems, the key lies in an effective performance management system, especially the establishment and implementation of performance evaluation and improvement system. The operation and development of any enterprise is aimed at achieving the performance goal of the enterprise, and the realization of the enterprise performance goal depends on the improvement of the performance of each sales unit. However, only after a fair appraisal and evaluation of the performance of the sales organization can the enterprise fully mobilize the enthusiasm of the team, guide the planned improvement of the sales organization, and achieve the effective development and management of human resources. Achieve the ultimate goal of the enterprise. Scientific and reasonable performance evaluation is of great strategic significance to the development of enterprises. This paper mainly introduces the characteristics of beer industry in China and the present situation and problems of the performance evaluation system of beer enterprises, and introduces some theories and basic situation of performance management from several aspects. The development trend of the theory of performance management is prospected. Combined with the general situation of company A, this paper introduces the original performance evaluation system of sales organization, analyzes the existing problems and causes, and simply introduces a new performance evaluation system-SEP;. The goal of SEP evaluation is established, and the index system of eight modules of SEP is explained and analyzed, which will continuously improve and join the cycle of performance management, and construct a set of complete excellent performance management system of sales organization. Based on the analysis of the effect of the performance evaluation system of company A, the paper puts forward some suggestions for improvement and gives some concrete countermeasures and examples. Finally, the preliminary results of the implementation of sales excellence performance management in target enterprises are analyzed, the preliminary conclusions are drawn, and the reference suggestions for similar enterprises are given, and the trend of future performance research and practice is pointed out.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F272.92
本文编号：2399891
[Abstract]:Beer industry is the earliest market-oriented industry in China, the highest degree of industry. In the face of cruel market competition, capital operation can replace the local market in a short period of time. But in the face of all kinds of complicated competition situation, without strong local sales organization, it is impossible to carry out the enterprise strategy and keep the victorious fruit. How to establish a strong sales organization, how to make use of the perfect management mechanism and employment mechanism to attract more outstanding talents, how to provide the space and stage for the outstanding talents to give full play to their talents, how to encourage the outstanding talents to keep forging ahead, To solve these problems, the key lies in an effective performance management system, especially the establishment and implementation of performance evaluation and improvement system. The operation and development of any enterprise is aimed at achieving the performance goal of the enterprise, and the realization of the enterprise performance goal depends on the improvement of the performance of each sales unit. However, only after a fair appraisal and evaluation of the performance of the sales organization can the enterprise fully mobilize the enthusiasm of the team, guide the planned improvement of the sales organization, and achieve the effective development and management of human resources. Achieve the ultimate goal of the enterprise. Scientific and reasonable performance evaluation is of great strategic significance to the development of enterprises. This paper mainly introduces the characteristics of beer industry in China and the present situation and problems of the performance evaluation system of beer enterprises, and introduces some theories and basic situation of performance management from several aspects. The development trend of the theory of performance management is prospected. Combined with the general situation of company A, this paper introduces the original performance evaluation system of sales organization, analyzes the existing problems and causes, and simply introduces a new performance evaluation system-SEP;. The goal of SEP evaluation is established, and the index system of eight modules of SEP is explained and analyzed, which will continuously improve and join the cycle of performance management, and construct a set of complete excellent performance management system of sales organization. Based on the analysis of the effect of the performance evaluation system of company A, the paper puts forward some suggestions for improvement and gives some concrete countermeasures and examples. Finally, the preliminary results of the implementation of sales excellence performance management in target enterprises are analyzed, the preliminary conclusions are drawn, and the reference suggestions for similar enterprises are given, and the trend of future performance research and practice is pointed out.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F272.92
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