大连中海集运内贸营销人员绩效考核体系设计

发布时间：2018-03-08 05:28

本文选题：内贸营销人员　切入点：绩效考核体系　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随着全球化的步伐,我国集装箱运输行业发展速度十分惊人,特别是内贸集装箱运输市场,准入门槛较低,中小船公司大量涌入,市场竞争日趋激烈。但自从2008年金融危机爆发后,国际、国内经济持续下滑,使具有典型周期性的集装箱运输行业受到巨大冲击,市场形势十分低迷,行业内陆续掀起倒闭潮,市场竞争也陷入无序状态,给业内企业发展带来巨大压力。大连中海集运作为东北地区集运行业的龙头企业,面对复杂形势,要想保持住现有的领导地位,必须理清思路,发挥自身优势,转变营销模式。本文作者立足于整体经济形势和集运行业现状的大背景,从大连中海集运的实际出发,分析了原有营销模式的弊端,介绍了板块板块营销这种新模式。基于这种新的营销模式,详细分析了现有营销人员绩效考核体系中激励性与牵引性不强、考核指标和内容不明确、应用性较差等不足,运用360度考核、关键绩效指标、行为锚定等绩效考核有关理论,着重对信息收集、箱量贡献、服务质量、业务技能、职业素养等内容进行考核并设计考核指标。同时对考核的组织宣传、周期设定、信息收集、流程方法、结果反馈和应用等方面也做了详尽的研究和阐述。通过对营销人员绩效考核体系的变革,大连中海集运有效地释放了内贸营销人员的积极性,体现出了新体系的激励作用和牵引作用,为营销人员指明了努力方向和衡量标准。本文提出的新的绩效考核体系对中海集运其他口岸公司具有一定的借鉴意义。
[Abstract]:With the pace of globalization, the development speed of container transport industry in China is very impressive, especially the domestic container transportation market, low barriers to entry, the influx of small and medium-sized companies, market competition is becoming increasingly fierce. But since 2008 after the outbreak of the financial crisis, the international and domestic economy continues to decline, which is a typical periodic container transportation industry by the huge impact, the market situation is very low, the industry continued inland off closures, the market competition is in a state of disorder, bring enormous pressure to the development of enterprises in the industry. As the east north area of Dalian shipping container industry leading enterprises, facing the complicated situation, to maintain the existing leadership, we must have a clear mind, play their own advantages, to change the marketing mode. The background of the author based on the status of the overall economic situation and transportation industry, the actual departure from Dalian set in the sea transport, analysis The drawbacks of the original marketing mode, introduce a new model of marketing this plate. This new marketing model based on the detailed analysis of the existing performance appraisal system of the marketing personnel incentive and traction is not strong, the appraisal index and the content is not clear, the application is weak, the use of 360 degree assessment, key performance indicators, behavior the anchoring performance appraisal theories, focuses on information collection, volume contribution, service quality, business skills, occupation accomplishment content assessment and design of assessment index. At the same time on the assessment of publicity, cycle setting, information collection, process, result feedback and application has also made the detailed explanation and research the marketing staff performance appraisal system reform, CSCL Dalian effectively release the enthusiasm of domestic marketing personnel, a new incentive system and traction role, for marketing Staff pointed out the direction and measure standard. This paper proposed a new performance evaluation system has a certain significance in CSCL other port company.

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F552.6

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