战略导向的美邦销售人员绩效考评指标体系构建与评价

发布时间：2018-01-11 22:05

本文关键词：战略导向的美邦销售人员绩效考评指标体系构建与评价　出处：《哈尔滨理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：在市场竞争异常激烈的今天，销售已成为以经营服装为主的美邦公司的一项重要的工作，销售工作做得好与坏，直接决定着该组织的生存与发展。而对销售人员进行全面、系统和科学的绩效考评，，又是调动销售人员工作积极性和创造性，做好企业销售工作的关键环节。因此，构建具有战略导向的和较强针对性的美邦销售人员绩效考评指标体系及其综合评价体系，对解决销售人员绩效考评中存在的问题，提高美邦公司市场品牌价值和经济效益，实现公司长远发展的战略目标，满足消费者不断增长的审美需求，提高国民素质，促进国民经济发展，具有重要的现实意义。本文首先对绩效考评指标体系、绩效考评方法的国内外研究现状进行了综述；其次介绍了美特斯·邦威集团销售管理的概况，分析了美特斯·邦威集团绩效考评体系存在的问题及其成因，并阐释了美特斯·邦威对销售人员进行绩效评价在战略层面、经营层面以及个人层面的重要性；第三，在分析美特斯·邦威集团战略目标、绩效考评指标体系设计的目标和原则以及销售人员工作特征的基础上，形成了美特斯·邦威集团销售人员的绩效考评初选指标体系，并运用层次分析法对初选指标体系筛选，最终构建了战略导向的美特斯·邦威集团销售人员绩效考评指标体系，并运用归一化的方法确定了其权重体系；第四，对美特斯·邦威销售人员的绩效考评进行综合评价，在分析不同模糊算子的优缺点及适用性的基础上，结合美特斯·邦威销售人员绩效考评指标体系的特点，选择了加权平均型算子作为美特斯·邦威销售人员绩效考评的模糊算子，并介绍了运用模糊综合评价进行绩效考评的基本步骤，最后对设计模糊综合评价指标体系所要注意的问题进行了阐述。
[Abstract]:In the fierce market competition today, marketing has become an important work of apparel business mainly to American companies, sales work done is good or bad, directly determines the survival and development of the organization. While the comprehensive of the sales staff, and scientific performance appraisal system, and mobilize the sales staff to work actively and creative, key to good corporate sales. Therefore, to build a strategic oriented and strong in the Smith Barney sales staff performance evaluation index system of comprehensive evaluation system, to solve the sales staff performance appraisal problems, improve the market of Smith Barney brand value and economic benefits, to achieve the strategic objectives of long-term development of the company, to meet the aesthetic needs of consumers growing, improving national quality, promoting the development of the national economy, has important practical significance.
Based on the performance evaluation index system at home and abroad, summarized the research situation of performance appraisal methods; secondly introduces the general situation of Metersbonwe Group sales management, analyzes the existing Metersbonwe Group performance appraisal system problems and causes, and expounds Mertes Bonwe on the sales staff performance evaluation at the strategic level, management level and the importance of the individual level; third, in the analysis of Metersbonwe Group strategic objectives, basic performance evaluation index system design objectives and principles and characteristics of the sales staff, the formation of Metersbonwe Group sales staff performance evaluation index system, and uses AHP to screen the primary index system, set up strategy guide the Metersbonwe Group sales staff performance evaluation index system, and use the normalized. The method to determine the weight system; fourth, the comprehensive evaluation of Metersbonwe sales staff performance appraisal, based on the analysis of advantages and disadvantages of different fuzzy operators and applicability, combined with the characteristics of Metersbonwe sales staff performance evaluation index system, choose the weighted average operator as fuzzy operator Metersbonwe sales staff the performance evaluation, and introduces the basic steps of using the fuzzy comprehensive evaluation of performance evaluation, expounds the design of fuzzy comprehensive evaluation index system should pay attention to the problem.

【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F272.92

【共引文献】