基于胜任力的出版企业营销经理绩效评估方法研究

发布时间：2018-05-19 20:45

本文选题：胜任力 + 层次分析法　；参考：《湘潭大学》2011年硕士论文

【摘要】：知识经济时代,人力资源已占据企业资源的首要地位。为改正传统人力资源管理的弊端,胜任力的概念得以提出,并转变了人力资源的管理方式。胜任力的模型整合了所有人力资源的功能和服务,在确保完成任务和如何去完成任务之间找到了一个平衡点,将员工的胜任力表现纳入绩效考核体系,使得人力资源管理工作的评价更为有效。目前,国内外的学者在对胜任力领域基础理论研究的基础上将其扩展到企业的实际应用中,提出了不同的胜任力模型,主要包括冰山模型、洋葱模型、素质模型等。本文在胜任力研究相关理论及模型的基础上,对出版企业营销经理的绩效评价进行了研究分析,并运用灰色综合评价模型方法,以高等教育出版社为例进行了相关的实证分析。本文的主要研究内容如下：首先,介绍了本文的选题背景、研究意义、国内外研究现状,在系统归纳国内外相关参考文献的基础上,设计了本文的基本框架。其次,阐述了营销经理绩效考核的相关理论,界定了营销经理的定义及其岗位特性,论述了营销经理绩效考核的理论演进,说明了营销经理绩效考核的基本方法,阐述了营销经理胜任力考核体系模型的构建思路。再次,在分析出版企业行业特点及其营销经理特点后,提出了基于胜任力的营销经理绩效考核评价指标体系,该指标体系主要包括基础知识素质、专业营销能力和管理与创新能力等一级指标,职业道德、社会沟通能力、基础知识技能、行业营销知识、市场分析能力、决策执行能力、创新发展能力、营销规划与决策能力等二级指标。在此基础上运用了改进的层次分析法确定各指标的权重,从而建立了灰色综合评价模型对出版企业的营销经理绩效进行评价分析。最后,运用上述建立的模型方法对高等教育出版社营销经理的绩效数据进行了实证分析,从而得到如何提高出版企业营销经理绩效的相关策略。
[Abstract]:In the era of knowledge economy, human resources have occupied the primary position of enterprise resources. In order to correct the disadvantages of traditional human resource management, the concept of competence has been put forward, and the management mode of human resources has been changed. The competency model integrates all human resources functions and services, finds a balance between ensuring the completion of the task and how to accomplish the task, and integrates the competency performance of the employee into the performance appraisal system. So that the evaluation of human resources management is more effective. At present, on the basis of the basic theory research of competency field, scholars at home and abroad have extended it to the practical application of enterprises, and put forward different competency models, including iceberg model, onion model, quality model and so on. Based on the relevant theories and models of competence research, this paper studies and analyzes the performance evaluation of marketing managers in publishing enterprises, and takes the higher education publishing house as an example to carry on the relevant empirical analysis with the method of grey comprehensive evaluation model. The main contents of this paper are as follows: Firstly, this paper introduces the background, research significance, research status at home and abroad, and designs the basic framework of this paper on the basis of systematically summarizing the relevant references at home and abroad. Secondly, it expounds the relevant theories of marketing manager performance appraisal, defines the definition of marketing manager and its post characteristics, discusses the theoretical evolution of marketing manager performance appraisal, and explains the basic methods of marketing manager performance appraisal. This paper expounds the idea of constructing the model of competence assessment system of marketing manager. Thirdly, after analyzing the characteristics of publishing enterprise industry and marketing manager, this paper puts forward the performance evaluation index system of marketing manager based on competence, which mainly includes basic knowledge quality. Professional marketing ability and management and innovation ability, professional ethics, social communication ability, basic knowledge skills, industry marketing knowledge, market analysis ability, decision execution ability, innovation and development ability, Marketing planning and decision-making ability and other secondary indicators. On this basis, the weight of each index is determined by the improved Analytic hierarchy process (AHP), and the grey comprehensive evaluation model is established to evaluate and analyze the performance of the marketing manager of the publishing enterprise. Finally, by using the above established model, the paper makes an empirical analysis of the performance data of marketing managers in higher education publishing houses, and obtains the relevant strategies on how to improve the performance of marketing managers in publishing enterprises.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G239.2-F

【参考文献】