湖南湘泉药业公司营销人员绩效考核研究

发布时间：2018-01-06 08:21

本文关键词：湖南湘泉药业公司营销人员绩效考核研究　出处：《湖南农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：企业绩效考核是当代企业管理的重要手段和方法。医药行业作为与人们健康息息相关的产业已经成为国民经济的重要组成部分,其效益优劣事关国泰民安和企业的生存发展；营销人员作为医药制药行业不可或缺的生产要素,是创造企业效益的直接源泉。因此,对医药行业营销人员的绩效管理是提升企业管理水平,增强竞争力,走优质、高效、节能的可持续发展之路的重要途径。本文以湘泉药业作为研究对象,从绩效考核的相关理论和方法入手,在阐述现有考核指标体系和考核原则的基础上,对湘泉药业现行的考核体系进行深入研究,通过实地访谈指出其存在的问题及产生的原因。随后根据湘泉药业营销人员实际特征采用关键绩效指标(KPI)考核法对现行的指标体系进行扩充,构建了由业绩、能力和态度三个方面组成的能较为全面考核营销人员特征的指标体系并为保障绩效考核的顺利实施提出了相关对策。绩效考核指标体系的设立作为企业绩效管理的核心工作是企业特质和文化的载体。本文通过对湘泉药业营销人员绩效考核进行分析并优化,旨在为促进湘泉药业员工发展和提升企业的竞争力,同时为完善医药行业营销人员的考核体系贡献微薄之力。
[Abstract]:Enterprise performance evaluation is an important means and method of contemporary enterprise management. As an industry closely related to people's health, the pharmaceutical industry has become an important part of the national economy. Its benefit is related to the safety of the country and the survival and development of the enterprise; As an indispensable factor of production in pharmaceutical industry, marketers are the direct source of creating enterprise benefits. Therefore, the performance management of marketing personnel in pharmaceutical industry is to enhance the level of enterprise management and enhance competitiveness. This paper takes Xiangquan Pharmaceutical Industry as the research object, starting with the relevant theories and methods of performance appraisal. On the basis of expounding the existing assessment index system and assessment principle, the current evaluation system of Xiangquan Pharmaceutical Industry was studied in depth. Through the field interview points out its existing problems and causes. Then according to the actual characteristics of Xiangquan pharmaceutical marketing personnel using the key performance indicators (KPI) assessment method to expand the current index system. Constructed by performance. The index system of ability and attitude, which can comprehensively assess the characteristics of marketers, and put forward the relevant countermeasures to ensure the smooth implementation of performance appraisal. The establishment of performance appraisal index system as enterprise performance management. The core work is the carrier of enterprise characteristics and culture. This paper analyzes and optimizes the performance appraisal of Xiangquan pharmaceutical marketing personnel. The purpose is to promote the development of Xiangquan pharmaceutical industry staff and enhance the competitiveness of the enterprise, and at the same time to improve the pharmaceutical industry marketing personnel assessment system contribution meagre contribution.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F426.72

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