A公司营销人员绩效管理体系研究

发布时间：2018-01-10 03:11

本文关键词：A公司营销人员绩效管理体系研究　出处：《石家庄经济学院》2015年硕士论文　论文类型：学位论文

【摘要】：营销人员在企业的经营活动过程中发挥着中流砥柱的作用,是保障企业获得经济利润,实现销售目标的关键。目前,由于中国的绩效管理正处于探索阶段,没有规范的营销系统和体制,不重视对于营销人员的绩效管理体系的研究,造成了营销人员工作业绩下降,跳槽频繁,流动率过高,降低了企业的销售业绩。因此,怎样加强营销人员的管理,提高企业的经济效益,是企业成败的关键所在。本文以A公司为例,基于A公司营销人员绩效管理方面出现的问题,将平衡计分卡(BSC)和关键绩效指标(KPI)结合运用来初步确定营销人员的绩效指标,并运用问卷调查和SPSS软件分析剔除不合理的绩效指标,最终确定营销人员的关键绩效指标体系,并运用层次分析法来确定营销人员绩效指标的权重并结合模糊评价法为营销员工打分,将绩效沟通体系运用到绩效管理的全过程来构建A公司营销人员的系统科学的绩效管理体系。为了保障营销人员绩效管理体系的有效实施,A公司应构建合理的组织架构,倡导以人为本的管理思想,营造绩效沟通的企业文化,加强对管理者和员工绩效管理相关知识的培训来予以完善。希望通过本文的写作能够补充构建企业营销人员绩效管理体系理论与实践研究中的不足,也同时为类似相关企业起到借鉴和帮助作用。
[Abstract]:Marketing personnel in the business activities of the enterprise play a mainstay role, is to ensure that enterprises obtain economic profits, achieve sales goals. At present, because of the performance management in China is in the exploration stage. There is no standardized marketing system and system, do not attach importance to the performance management system of marketing personnel, resulting in a decline in the performance of marketers, frequent job hopping, high turnover rate. Therefore, how to strengthen the management of marketing personnel, improve the economic efficiency of enterprises, is the key to success or failure of enterprises. Based on the problems in the performance management of marketing personnel in Company A, the balanced Scorecard (BSCC) and the key performance indicator (KPI) are combined to determine the performance indicators of the marketing personnel. And the use of questionnaires and SPSS software analysis to eliminate unreasonable performance indicators, finally determine the key performance indicators system of marketers. And the use of AHP to determine the weight of marketing personnel performance indicators and combined with the fuzzy evaluation method for marketing staff score. The performance communication system is applied to the whole process of performance management to construct the system scientific performance management system of marketing personnel of company A. in order to ensure the effective implementation of the performance management system of marketing personnel. Company A should build a reasonable organizational structure, advocate people-oriented management ideas, and create a corporate culture of performance communication. Strengthen the training of managers and staff performance management related knowledge to improve. I hope through the writing of this paper can complement the construction of corporate marketing personnel performance management system theory and practice of the lack of research. At the same time for similar related enterprises to play a reference and help.
【学位授予单位】：石家庄经济学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F426.72

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