近年来，房地产市场面临严峻挑战，国家及地方出台房价严控政策，诸多政 策给房地产企业的发展带来较大的影响，中房地产行业中，销售人员一直是骨干 力量，一家房地产企业的发展趋势严重依赖着销售人员的业绩情况，优秀销售人 员关乎房地产企业效益如何，关乎房地产企业未来的发展。所以，房地产企业纷 纷竞争优秀的销售人才，面对如火如荼的人才争夺战，一个良好的绩效考核指标 体系是对销售人员进行奖惩的一种重要工具，对于绩效考核优异的销售人员，企 业提供合理的奖惩标准，因此，思想上和行动上有必要重视合理销售人员绩效考 核指标体系的构建，该体系关乎优秀销售人才的去留，关乎房地产企业当下及未 来业绩的好坏，关乎房地产企业是否能够健康发展。 本文以 L 房地产企业为研究样本，对其销售人员的绩效考核指标体系进行构 建，主要得出以下几个研究成果：（1）通过问卷调查搜集整理 L 房地产企业的 绩效考核存在的主要不足，调查问卷结果显示，考核人员和销售人员对销售人员 绩效考核的基本认识存在严重不足、绩效考核指标与企业战略目标存在距离、绩 效考核指标脱离企业发展实际、考核实施过程缺乏一定的透明度和合理性、在绩 效考核过程中沟通不到位、绩效考核结果应用面不够宽。（2）针对上述不足， 提出在绩效考核中应当树立的的绩效考核指标设计原则，采用 BSC 和 KPI 方法构 建 L 房地产企业销售人员的绩效考核指标体系，采用 AHP 确定指标权重。提出以 下有效落实绩效考核的具体保障措施：营造良好的绩效考核氛围、健全绩效考核 运行机制、完善绩效考核沟通和反馈机制。为 L 房地产企业的绩效考核改进提供 借鉴,保障其绩效考核制度不断完善。 关键词：房地产企业；销售人员；绩效考核指标；保障措施工商管理硕士专业学位论文 II Abstract In recent years, the real estate market has faced severe challenges. The state and local governments have introduced strict control policies on housing prices. Many policies have greatly affected the development of real estate companies. In the real estate industry in China, sales staff have always been the backbone, and the development trend of a real estate company It relies heavily on the performance of sales staff. Excellent sales staff are related to how the real estate company benefits and to the future development of the real estate business. Therefore, real estate companies are competing for excellent sales talents. Facing the fierce competition for talents, real estate companies urgently need to build a good performance assessment index system and a reasonable performance assessment index system, which is an important tool for rewarding and punishing sales staff. For the sales staff with excellent performance evaluation, the company provides reasonable reward and punishment standards. Therefore, it is necessary to attach importance to the construction of a reasonable sales staff performance evaluation index system, both in terms of ideology and action. And the future performance is related to the healthy development of real estate companies. This article uses L real estate companies as a research sample to construct the performance appraisal index system for its sales staff, and mainly draws the following research results: (1) Collect and organize the main deficiencies in the performance appraisal of L real estate companies through questionnaire surveys. The results of the questionnaire show that appraisers and sales staff have serious lack of basic understanding of sales staff performance appraisal, performance appraisal indicators are at a distance from the company's strategic goals, performance appraisal indicators deviate from the actual development of the company, and the appraisal implementation process lacks certain transparency and rationality. In the performance appraisal process, communication was not in place, and the applicability of performance appraisal results was not wide enough. (2) Aiming at the above-mentioned shortcomings, the performance evaluation index design principles that should be established in the performance evaluation are proposed, and the BSC and KPI methods are used to construct the performance evaluation index system for sales staff in L real estate companies. The AHP is used to determine the index weights. The following specific safeguards for effective implementation of performance evaluation are proposed: create a good performance evaluation atmosphere, improveL 房地产企业销售员工绩效考核指标设计 III the performance evaluation operation mechanism, improve performance evaluation communication and feedback mechanism, and establish a reasonable performance evaluation result application mechanism. It provides a reference for the improvement of the performance evaluation of L real estate companies and guarantees the continuous improvement of their performance evaluation system. Keywords: real estate enterprises; sales staff; performance evaluation indicators; safeguard measures工商管理硕士专业学位论文 IV 目 录 摘要..................................................................................................................................................I Abstract...............................................................................................................................................II 目 录...............................................................................................................................................IV 第 1 章 绪 论...................................................................................................................................1 1.1 研究背景与意义...............................................................................................................1 1.1.1 研究背景.................................................................................................................1 1.1.2 研究意义.................................................................................................................1 1.2 国内外研究现状..................................................................................................................2 1.2.1 国内研究现状..........................................................................................................2 1.2.2 国外研究现状..........................................................................................................4 1.2.3 研究述评..................................................................................................................4 1.3 研究内容、方法和创新点..................................................................................................4 1.3.1 研究内容..................................................................................................................4 1.3.2 研究方法..................................................................................................................5 1.3.3 创新点......................................................................................................................5 第 2 章 概念及理论基础.................................................................................................................6 2.1 绩效考核的概念..................................................................................................................6 2.2 绩效考核指标体系的概述..................................................................................................6 2.2.1 绩效考核指标..........................................................................................................6 2.2.2 绩效考核指标的制定..............................................................................................7 2.3 绩效考核方法......................................................................................................................7 2.3.1 BSC...........................................................................................................................7 2.3.2 KPI 考核法..............................................................................................................8 第 3 章 销售人员绩效考核指标现状分析.......................................................................................9 3.1 企业概况..............................................................................................................................9 3.1.1 企业简介..................................................................................................................9 3.1.2 组织机构分析..........................................................................................................9 3.2 调查问卷设计与回收..........................................................................................................9 3.2.1 问卷的设计..............................................................................................................9 3.2.2 信效度分析............................................................................................................10 3.3 基于调查问卷结果的绩效考核现状分析....................................................................... 14 3.3.1 问卷结果统计........................................................................................................14 3.3.2 L 房地产企业销售人员绩效考核存在的问题...................................................17 第 4 章 L 房地产企业销售人员绩效考核指标的设计................................................................. 20 4.1 销售人员绩效考核指标设计............................................................................................20 4.1.1 绩效考核指标的设计原则....................................................................................20 4.1.2 绩效考核指标的设计............................................................................................20 4.2 绩效考核指标的权重确定................................................................................................21 4.2.1 基于 AHP 法确定权重...........................................................................................21 4.2.2 指标权重的确定...................................................................................................22 4.3 L 房地产企业与同类企业在销售人员绩效考核体系的比较.......................................23L 房地产企业销售员工绩效考核指标设计 V 第 5 章 绩效考核有效实施的保障措施.......................................................................................24 5.1 营造良好的绩效考核氛围................................................................................................24 5.2 健全绩效考核运行机制....................................................................................................24 5.3 完善绩效考核沟通和反馈机制........................................................................................24 第 6 章 结论与展望.......................................................................................................................26 6.1 结论....................................................................................................................................26 6.2 展望....................................................................................................................................27。。。。。。以下内容略