摘要
绩效考核是企业充分利用资源、培育核心竞争力、获取竞争优势的一条重要途径,
目的在于提高员工的工作能力和发展潜能。XB机场广告公司作为西部地区最大的经营
机场高端媒体的专业运营公司,绩效考核工作尚未深入开展,激励机制未能有效建立,
不能充分调动销售部门人员的工作积极性,值得深入思考和研究。
本文采用文献研究方法对绩效考评基本理论、方法进行了综合研究;在对XB机场
广告公司发展现状进行分析后,对于公司绩效考评的现状、存在问题以及成因进行了研
究;通过深入分析机场业和广告业对XB公司绩效考核指标的影响,结合机场媒体特性
禀赋,运用绩效管理理论提出优化XB广告公司绩效考核体系的观点。本文认为XB机
场广告公司制定的战略规划、年度经营计划目标,围绕财务、客户、内部运营流程、学
习与成长等方面形成的公司销售部门绩效考核目标、部门关键指标及分解步骤与绩效考
评密切相关,是销售部及各分公司绩效考核指标选择的重要依据;论文通过地区经济、
广告市场、客户需求分析,研究各地销售部门指标权重设置,形成了 XB机场广告公司
部门绩效考核指标综合权重体系,提出具体解决方法来指导公司部门绩效考核行为;为
了推动绩效考评方案的有效实施,论文提出了相关保障措施。
本文作为应用研究,对于XB机场广告公司绩效考评优化管理具有一定的理论指导
意义,对于相关企业改进绩效考评工作也有相应的借鉴价值。
【关键词】机场广告销售部门绩效考核
【研究类型】应用研究
Title: Optimization Study on Performance Appraisal of sales
department in XB airport advertising company
Specialty: Business Administration
Performance appraisal is an important method for enterprises to fully use
resources, to foster core competitiveness, to gain competition advantage, in
order to increase staff working ability and develop their proficiency. As the
largest professional company in northwest region that operate the high end
airport media, XB airport advertising company has not yet carried out in-depth
the performance appraisal , incentive system is not effectively built up, and
motivation of sales department staff is not totally triggered. These problems are
worthy of deep thinking and research.
The thesis adopts documents analysis method and makes a comprehensive
research about the performance appraisal principal theory and method .After the
analysis of current situation of XB airport advertising company, the thesis
studies the current situation of the performance appraisal with existing problems
and their causes. Through deep analysis of the influence on the performance
appraisal indicators by airport and advertising business,considering the
characters of airport media, the thesis suggests to optimize the performance
appraisal system of XB advertising company by using performance management
theory. The thesis states that the strategic planning, annual management
objectives, the setting goals and key indicators with breakdown process for sales
department in respect of financial, customer, internal business process, learning
growth, all above are closely connected with the performance appraisal. Based
on that, the appraisal indicators can be choosed for the sales department and
every subsidiary .By analyzing the regional economy, advertising market and
NamerLi Liang
Tutor: Lu Shanbing
customers needs, the thesis researches the weights setting of the sales