C公司网格化营销模式下基于目标管理的销售考核体系优化研究

发布时间：2018-01-14 01:30

本文关键词：C公司网格化营销模式下基于目标管理的销售考核体系优化研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随世界信息化历程的逐步推进,我们国家早已迈进了智能化、数字化及网络化作为主体的信息时代。基于快速推进的行业背景,信息服务及传统软件公司在迎接变革进步机会的时候,也遇到了在开发、市场销售、监管、经营等各个层面的巨大压力。如何采取科学合理的绩效考核激励机制来激发团队积极性、不断提高软件与信息服务企业竞争力,也成为是软件与信息服务企业管理创新的重中之重。网格化营销模式就是从社会管理衍生出的一种新的营销模式。在这个模式下,网格里的人力资源管理,特别是营销人员的绩效管理尤为重要。绩效考核在人力资源管理中起着关键核心作用,是企业优化管理、科学决策的核心。因此,只有建立与网格化销售管理相匹配的销售人员绩效考核、薪酬分配制度,才能为企业和组织战略目标的实现奠定良好的基础。本文在对国内外绩效管理相关理论的基础上,第一步,通过问卷调查和访谈等形式,对C公司销售人员绩效考核的现实情况进行了系统的调研,分析得出C公司当前绩效考核方案存在的绩效考核的目标缺乏战略导向、考核目标设置片面、绩效考核结果运用范围过小、缺少过程辅导和绩效反馈的渠道、业绩计量规则不清晰等问题,并深入剖析了造成上述问题的根本原因。其次,面向C公司绩效考核方案存在的问题,结合C公司网格化营销转型对销售人员绩效考核体系提出的新的需求,制定了绩效考核方案优化设计的目标和基本原则,根据C公司的实际情况,选择了目标管理法作为主要工具,对C公司绩效考核体系进行优化设计,并为绩效考核体系的执行设计了保障措施。第三,对于优化后的绩效考核方案进行了实施,并根据实施过程中的问题和反馈,对优化方案进行了修正和改进,最终完成了 C公司网格化营销模式下基于目标管理的销售考核体系优化。主要创新点:本文通过分析C公司销售人员的绩效考核现状,结合C公司销售管理向网格化营销转变的要求,在研究绩效管理相关文献资料的基础上,选择了目标管理法作为软件行业网格营销模式下销售人员绩效考核体系方法,并基于C公司的实际情况对绩效考核体系在绩效目标制定、绩效结果应用、考核沟通和反馈等方面进行了优化设计,同时兼顾设计了在考核申诉、业绩计量、违规处罚等方面的保障措施,最终将优化方案在C公司内得以成功实施,达到了提高企业绩效管理水平的目的。同时,本论文通过收集整理分析C公司的有关资料和行业资料,确保了数据和信息的准确性,优化方案的实际应用为其他同类企业加强销售人员绩效管理提供了支撑和借鉴。
[Abstract]:With the gradual advancement of the world information process, our country has already stepped into the intelligent, digital and network information age, based on the rapid development of the industry background. Information services and traditional software companies in response to the opportunities for change and progress, but also in the development, marketing, regulation. Management and other levels of tremendous pressure. How to adopt a scientific and reasonable performance appraisal incentive mechanism to stimulate the enthusiasm of the team and constantly improve the competitiveness of software and information services enterprises. Grid marketing model is a new marketing model derived from social management. In this mode, human resources management in grid. Especially the performance management of marketing personnel is particularly important. Performance appraisal plays a key role in human resource management and is the core of enterprise optimization management and scientific decision-making. Only to establish the grid sales management matching the performance appraisal, compensation distribution system. In order to achieve the strategic objectives of enterprises and organizations to lay a good foundation. This paper on the basis of domestic and foreign performance management theory, the first step, through questionnaires and interviews and other forms. The paper makes a systematic investigation on the actual situation of the performance appraisal of the sales personnel in C Company, and finds out that the target of the performance appraisal in the current performance appraisal scheme of C Company lacks of strategic orientation, and the evaluation goal is set one-sidedly. The application of performance appraisal results is too small, the lack of process guidance and performance feedback channels, performance measurement rules are not clear, and in-depth analysis of the root causes of the above problems. Secondly. Facing the problems of C company's performance appraisal scheme, combined with the new demand of C company's grid marketing transformation to the sales personnel's performance appraisal system, the goal and basic principle of the performance appraisal scheme's optimization design are formulated. According to the actual situation of C company, the paper chooses the objective management method as the main tool to optimize the design of C company performance appraisal system, and designs the safeguard measures for the implementation of the performance appraisal system. The optimized performance appraisal scheme is implemented, and the optimization scheme is revised and improved according to the problems and feedback in the process of implementation. Finally completed the C company grid marketing model based on the goal management of sales appraisal system optimization. Main innovation: this paper analyzes the current situation of C company sales personnel performance appraisal. Combined with C company sales management to grid marketing requirements, on the basis of research performance management related literature. The goal management method is selected as the performance appraisal system method of the software industry grid marketing mode, and based on the actual situation of C company, the performance appraisal system is applied to the performance goal formulation and the performance result application. Assessment communication and feedback aspects of the optimization design, at the same time the design of the assessment complaints, performance measurement, illegal penalties and other aspects of the protection measures, the final optimization scheme in C company can be successfully implemented. At the same time, by collecting and analyzing the relevant information and industry information of C company, this paper ensures the accuracy of data and information. The practical application of the optimization scheme provides support and reference for other similar enterprises to strengthen the performance management of sales personnel.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92;F49

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