I 摘要 近年来中国医药市场蓬勃发展,市场规模不断扩大,企业间竞争愈加激烈。公司发展 过程中，销售部门起到了至关重要的作用，只有更好的销售才可获得更大的利润，进而 实现自身的生存与发展。因此，面向销售部门开展科学合理的人力资源开发管理，对于 企业发展而言具有积极的促进作用。从 G 公司目前状况来看，销售人员绩效考核中存在 的认识误区、制度不健全、实际操作中缺乏科学方法和合理标准、绩效考核结果运用不 充分等问题，严重制约着销售人员绩效管理的实践进程和效果。 论文以绩效考核理论为指导，以 G 公司销售人员为研究对象，在借鉴国内外学者相 关研究成果和深入 G 公司实地调研的基础上，论述了销售人员对 G 公司的重要作用， 绩效考核概念和方法。论文分析了 G 公司的基本情况和销售人员的人力资源现状、绩效 考核的现状，通过问卷调查的方法对考核现状进行了分析，指出了存在的问题，作为改 进的出发点。论文借鉴平衡计分卡法设计了销售人员的绩效考核指标体系，利用层次分 析法对指标权重进行计算，与 G 公司当前的管理现状相结合，制定出科学合理的评价标 准。最后，论文制定了绩效考核实施的流程，对考核进行了实证分析，同时从薪酬、晋 升和培训等方面阐述了考核体系的运用情况。 关 键 词，销售人员；绩效考核；平衡计分卡 研究类型，应用研究西北大学硕士学位论文 II Abstract In recent years, China's pharmaceutical market has developed vigorously, the market scale has been expanding, and the competition among enterprises has become increasingly fierce. In the process of company development, Sales Department plays a vital role. Sales department, as an important part of the company, bears the burden of the marketing performance of the enterprise. Without sales, there will be no profit. Without profit, the enterprise can not survive and develop. How to do a good job in human resource management and development of enterprise sales department plays a positive role in promoting the development of enterprises. From the current situation of G company, the problems of misunderstanding, imperfect system, lack of scientific methods and reasonable standards in actual operation, and inadequate application of performance evaluation results in salesman's performance management seriously restrict the practice process and effect of salesman's performance management. Guided by the theory of performance appraisal, this paper takes G company's salesmen as the research object, drawing on the relevant research results of domestic and foreign scholars and on the basis of in-depth field research of G company. This paper expounds the important role of salesmen in G company, the concept and method of performance appraisal, analyses the basic situation of G company, the current situation of human resources and performance appraisal of salesmen, and analyses the current situation of performance appraisal by means of questionnaire survey, points out the existing problems as the starting point for improvement. This paper designs the performance appraisal index system of salesmen by using the Balanced Scorecard method, calculates the index weight by using the analytic hierarchy process, combines with the current management situation of G company, and formulates a scientific and reasonable evaluation standard. Finally, the paper formulates the implementation process of performance appraisal, makes an empirical analysis of the appraisal, and expounds the application of the appraisal system from the aspects of salary, promotion and training Key words，Sales Personnel； Performance Appraisal； Balance Scored Card Research Type，pplied Research目 录 III 目 录 摘要...................................................................................................................................I ABSTRACT ...................................................................................................................... II 目 录................................................................................................................................III 第 1 章 绪 论....................................................................................................................1 1.1 研究背景 ..................................................................................................................1 1.2 研究意义 ..................................................................................................................2 1.3 国内外研究综述 ......................................................................................................3 1.3.1 国外研究 ...........................................................................................................3 1.3.2 国内研究 ...........................................................................................................4 1.4 研究思路和方法 ......................................................................................................6 1.4.1 研究思路 ...........................................................................................................6 1.4.2 研究方法 ...........................................................................................................6 1.5 研究内容和框架 ......................................................................................................6 第 2 章 相关概念和理论综述..........................................................................................9 2.1 绩效考核的概念 ......................................................................................................9 2.1.1 绩效概念 ...........................................................................................................9 2.1.2 绩效考核的概念 ...............................................................................................9 2.2 绩效考核的目的和意义 ........................................................................................ 11 2.2.1 绩效考核的目的 ............................................................................................. 11 2.2.2 绩效考核的意义 ............................................................................................. 11 2.3 绩效考核的方法 .................................................................................................... 11 2.3.1 关键绩效指标法 .............................................................................................12 2.3.2 平衡计分卡法 .................................................................................................13 第 3 章 G 公司销售人员绩效考核现状和存在的问题分析........................................16 3.1 企业介绍 ................................................................................................................16 3.2 销售人员人力资源现状 ........................................................................................17 3.3 销售人员绩效考核现状 ........................................................................................18西北大学硕士学位论文 IV 3.3.1 考核指标和考核方式..................................................................................... 18 3.3.2 考核结果的运用............................................................................................. 18 3.3.3 绩效考核的优缺点......................................................................................... 18 3.4 销售人员绩效考核现状调查................................................................................ 20 3.4.1 调查方案设计................................................................................................. 20 3.4.2 调查结果分析................................................................................................. 20 3.5 销售人员绩效考核存在的问题............................................................................ 21 第 4 章 G 公司销售人员绩效考核的改进方案............................................................ 23 4.1 绩效考核改进目的和原则.................................................................................... 23 4.1.1 目的................................................................................................................ 23 4.1.2 原则................................................................................................................ 23 4.2 绩效考核指标确定................................................................................................ 24 4.2.1 销售人员工作分析......................................................................................... 24 4.2.2 销售人员岗位说明书..................................................................................... 26 4.2.3 考核指标选取................................................................................................. 26 4.3 绩效考核指标权重计算........................................................................................ 27 4.4 绩效考核标准的确定............................................................................................ 29 4.5 绩效考核的实施.................................................................................................... 31 4.5.1 绩效考核实施组织与周期............................................................................. 31 4.5.2 绩效考核的培训............................................................................................. 32 4.5.3 绩效考核的步骤............................................................................................. 33 4.6 绩效考核的应用.................................................................................................... 34 4.6.1 确定绩效工资................................................................................................. 34 4.6.2 制定职业生涯规划......................................................................................... 35 4.6.3 制定培训规划................................................................................................. 36 4.7 改进后绩效考核的对比分析................................................................................ 37 第 5 章 改进后的 G 公司销售人员绩效考核实施的保障措施................................... 39 5.1 绩效考核实施的组织保障.................................................................................... 39 5.2 绩效考核实施的文化保障.................................................................................... 40 5.3 绩效考核实施的制度保障.................................................................................... 41目 录 V 第 6 章 结 论..................................................................................................................42 6.1 本文的主要结论....................................................................................................42 6.2 研究的不足之处 ....................................................................................................42