基于目标管理法提升大型服装卖场绩效的研究

发布时间：2018-02-22 20:37

本文关键词： 服装大卖场绩效管理目标管理平衡计分卡　出处：《西安工程大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着国内服装产业的发展，以及国外服装品牌的不断引进，国内服装零售业态也在不断地变化之中。从效仿欧美中心商圈的服装旗舰店，到国外SPA经营模式在国内进入与扩大，为满足消费者对商品类别与种类的需求，出现了国内特有的服装大型零售店铺的新型零售业态。大型零售店铺以其一站式购物的便利性，逐渐成为服装零售业态的主要形式。然后大店卖场大、客流量大、工作人员多、货品结构复杂，传统的只注重销售额绩效的管理模式已然不再适合服装零售大型店铺。由此，，针对大店中的服装经营特点，店铺员工的多角度绩效提升也就成为了服装企业管理的核心。传统的绩效管理多关注在绩效考核阶段，这样的管理对绩效的影响是阶段性的和被动的。实践证明，提高绩效的有效方法是对员工进行全过程的绩效管理；在实际工作中，以目标为导向的绩效管理体系更是取得了越来越显著的效果。本文结合目标管理以及绩效管理理论，通过访谈、问卷调研方法，对原有的绩效管理进行改进，设计一套适用于大型服装卖场的绩效管理体系。主要研究内容有： (1)通过阅读文献，了解目前大型服装零售卖场绩效管理的研究现状；在实习过程中了解卖场管理现状，对研究打下了理论和实践型的基础。 (2)选择五个以大型服装零售卖场为主要营销渠道的品牌服装企业，其中两个国外品牌，三个国内东南沿海地区品牌。通过对各品牌销售经理或店长进行深度访谈，了解各品牌绩效管理的现状，通过归纳总结提取大型服装零售卖场营业员绩效管理的共同特征。为建立营业员绩效管理系统提供参考。 (3)依据访谈结果和绩效管理理论，设计调查问卷，在杭州重要商圈对目标人群进行为期2个月的问卷的发放，共发放350份，回收326份。对大型服装零售卖场营业员的基本信息、工作满意度、工作期望进行调研，采集数据，运用SPSS软件对数据进行统计分析、效度分析、因子分析，总结出营业员对工作中在意的因素，对绩效管理体系设计提供可行性和依据。 (4)根据绩效管理和目标管理的理论，结合访谈和问卷的调查结果，以M品牌公司A大店为载体，设计基于目标管理的绩效管理系统。其中，绩效计划阶段：运用平衡计分卡的财务、顾客、内部流程、学习成长四个维度和A大店的运营现状，制定目标体系；绩效执行阶段：依据目标管理理论和A大店运营情况，制定绩效执行中需要的例会制度和管理表格工具；绩效考核阶段：从绩效计划阶段制定的目标体系中提取绩效考核指标，对30位大型服装零售卖场的管理人员关于指标重要性进行问卷调查。运用AHP层次分析法，计算各指标的权重，最终确定绩效考核模型；绩效反馈阶段：依据考核结果和营业员的期望，制定关于员工薪资、奖金、晋升的绩效反馈方案。最终，以目标管理为基础，运用平衡计分卡工具，设计一套含有绩效计划、绩效执行、绩效考核、绩效反馈的适用于大型服装零售卖场的绩效管理系统。
[Abstract]:With the development of domestic garment industry and the continuous introduction of foreign clothing brands , domestic garment retailing forms are changing constantly . From the clothing flagship store of the European and American center business circles , to meet the demand of consumers to the categories and kinds of goods , the large retail stores are gradually becoming the main form of clothing retail . The traditional performance management focuses on the performance appraisal stage . The effect of such management on the performance is phased and passive . It has been proved that the effective way to improve the performance is the performance management of the whole process of the employees . In the practical work , the performance management system based on the goal is more and more remarkable . In this paper , based on the objective management and the performance management theory , the original performance management is improved through interviews , questionnaire investigation methods , and a set of performance management system suitable for the large - scale garment selling field is designed . ( 1 ) Through reading the literature , understand the current situation of the current research on the performance management of large - scale clothing retail sales , and find out the current situation of sales management in the course of practice , and lay a theoretical and practical basis for the research . ( 2 ) Choose five brand clothing enterprises which are the main marketing channels for the retail sales of large clothing , two of them are foreign brands , and the three brands in the Southeast coastal areas . Through the deep interview to the sales manager or the manager of each brand , the present situation of each brand ' s performance management is understood , and the common characteristics of the performance management of the large - scale clothing retail sales field are summarized and summarized . ( 3 ) According to the interview result and the performance management theory , the questionnaire was designed , and the questionnaire was distributed for two months in Hangzhou ' s important commercial circles . The data was collected . The data was analyzed by SPSS software . The data were analyzed by SPSS software . Then , the factors which cared about in the work were summarized and the feasibility and basis of the design of the performance management system were provided . ( 4 ) Based on the results of performance management and objective management , based on the findings of interviews and questionnaires , a performance management system based on target management is designed .

【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F721

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