客户关系视角下的销售绩效评价研究

发布时间：2018-03-01 11:31

本文关键词： 客户关系考核指标销售业绩　出处：《天津大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的快速发展,以客户为中心的现代企业营销管理是企业生存与发展的基础。首先,在实地考察TZ公司销售部门日常绩效考核具体实施情况的基础上,采用问卷调查的方法对TZ公司销售绩效考核进行调查,分析了TZ公司销售绩效考核中存在的问题。接着,从客户关系的角度入手,结合TZ公司绩效考核的实际状况,考虑客户关系对企业销售绩效的影响,运用360度考核法和关键绩效考核法,建立销售绩效考核指标及标准,将客户关系从几个不同的方面进行评估,作为销售绩效考核的重要指标。接着,采用层次分析法确定TZ公司销售人员绩效考核指标权重。最后,利用所建立的销售人员绩效评价体系,对TZ公司的销售业绩进行评价和分析,并根据销售人员的个人能力和工作态度提出相应的绩效改进方案。分析结果表明,销售绩效得分对企业销售业绩有显著的影响。以客户关系为考核指标的销售人员绩效考核体系,对于提升企业销售绩效具有指导意义。
[Abstract]:With the rapid development of the market economy, the customer centered marketing management is the basis of the survival and development of the enterprise. First of all, on the basis of the on-the-spot investigation of the actual implementation of the daily performance appraisal of the sales department of TZ Company, This paper investigates the sales performance appraisal of TZ Company by using the method of questionnaire, analyzes the problems existing in the performance appraisal of TZ Company, and then, from the angle of customer relationship, combines the actual situation of the performance appraisal of TZ Company. Considering the influence of customer relationship on the sales performance of the enterprise, using 360 degree appraisal method and the key performance appraisal method, establish the sales performance appraisal index and standard, and evaluate the customer relationship from several different aspects. As an important indicator of sales performance evaluation. Then, using AHP to determine the weight of TZ company sales performance evaluation index. Finally, using the established sales performance evaluation system, To evaluate and analyze the sales performance of TZ Company, and put forward the corresponding performance improvement plan according to the individual ability and work attitude of the sales personnel. Sales performance score has a significant impact on the sales performance of enterprises. The performance appraisal system based on customer relationship is of guiding significance to improve the sales performance of enterprises.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F426.6

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