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MBA毕业论文_于360度绩效考核法的CH广告公司绩效考核体系优化研究

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I 摘要 随着知识经济的快速发展,我国广告业都在以越来越快的速度增长,在市场竞争 日益剧烈的时代下,支撑企业快速发展的重要要素之一就人才的竞争,这已成为所有 广告公司生存和发展的关键。绩效考核关系到整个公司的人员结构、奖惩执行,从而 影响员工工作效率与企业竞争力。因此,在企业发展和竞争过程中,建立一套完整、 高效的绩效考核体系显得尤为重要,同时,它也具有重要的现实意义。 本文结合 CH 广告公司现行绩效考核体系现状和实际出发,如何优化和完善 CH 广告公司员工绩效考核体系将是本文进一步深入研究的主题,对 CH 广告公司员工进 行随机访谈和问卷调查等相关方式进行调查,发现 CH 广告公司绩效考核体系现状存 在以下问题:绩效考核主体单一、绩效考核相关指标权重设置不够合理、绩效考核结 果没有及时有效反馈和利用等问题。造成 CH 广告公司绩效考核体系这些问题的主要 原因为:考核主体不够全面、考核指标设置不够完善、考核权重设计不够合理等。通 过对 CH 广告公司绩效考核体系方案的进一步分析,现就考核体系中存在的相关问题, 设计出一套符合该公司自身工作的 360 度绩效考核体系,根据 CH 广告公司不同的考 核主体,分别设计了 360 度绩效考核指标体系。利用层次分析法(AHP)得到各维度 的判断矩阵,并利用 AHP 计算软件计算各指标的权重,通过实例验证了该方法的有效 性,得出 CH 广告公司管理层和一般员工总绩效计算方法,最终顺利完成了该公司员 工的考核表,并将 360 度绩效考核如何在 CH 广告公司实施进行了详细的阐述。最后, 根据 360 度绩效考核实施方案,提出了一系列保障措施。 希望通过本文的研究能对 CH 广告公司 360 度绩效考核法优化并且有效运用,能 够从本质上改善该公司绩效考核的现状,并希望公司运用绩效考核方案的优化,进一 步提高绩效管理水平,为实现可持续发展目标奠定坚实的基础。同时,也希望本文的 研究能够为类似问题的企业提供一些实用性的借鉴和参考。 关键字:绩效考核;360 度绩效考核法;CH 广告公司西北农林科技大学硕士学位论文 II ABSTRACT With the rapid development of Knowledge Economy, China's advertising industry is growing at a faster and faster pace. In the era of increasingly fierce market competition, one of the important factors supporting the rapid development of enterprises is the competition for talents, this has become the key to the survival and development of all advertising companies. Performance appraisal is related to the staffing and salary level of the whole enterprise, and directly affects the overall performance and core competitiveness of the enterprise. Therefore, in the process of enterprise development and competition, it is particularly important to establish a complete and efficient performance appraisal system, at the same time, it also has important practical significance. This article unifies the CH Advertisement Company present performance appraisal system present situation and the actual departure, how optimizes and consummates the CH advertisement company staff performance appraisal system will be this article further thorough research topic, conduct random interview and questionnaire survey among the staff of CH advertising company, it is found that the current performance evaluation system of CH advertising company has the following problems: The main body of performance evaluation is single, the weight of performance evaluation related indicators is not reasonable enough, and the results of performance evaluation are not feedback and utilization in time. The main reasons for these problems are as follows: the main body of evaluation is not comprehensive enough, the index of evaluation is not perfect enough, and the weight of evaluation is not reasonable enough. Through the further analysis of the scheme of the performance appraisal system of CH advertising company, this paper designs a set of 360-degree performance appraisal system which is in line with the company's own work in view of the relevant problems existing in the appraisal system, according to the different evaluation subjects of Ch Advertising Company, the performance evaluation index system of 360 degrees is designed. The Judgment Matrix of each dimension is obtained by using analytic hierarchy process (AHP) , and the weight of each index is calculated by using AHP calculation software. The effectiveness of the proposed method is verified by an example, and the total performance calculation method of management and General Staff of CH advertising company is obtained, finally successfully completed the company's staff assessment table, and will 360 degrees performance assessment how to implement a detailedABSTRACT III description in CH advertising company. Finally, according to the 360 degree performance appraisal implementation plan, proposed a series of safeguard measures. It is hoped that the research in this paper can optimize and effectively apply the 360-degree performance appraisal method of CH advertising company, and can essentially improve the present situation of the company's performance appraisal, and that the company can use the optimization of the performance appraisal scheme, further improve the level of performance management for the achievement of sustainable development goals to lay a solid foundation. At the same time, I hope the research of this paper can provide some practical reference for similar enterprises. KEYWORDS:Performance Appraisal;360 degree appraisal methodc;CH Advertising Company目 录 I 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................II 第一章 导论............................................................................................................................1 1.1 研究背景意义 ............................................................................................................ 1 1.1.1 研究背景.......................................................................................................... 1 1.1.2.研究目的.......................................................................................................... 1 1.1.3 研究意义.......................................................................................................... 2 1.2 国内外研究动态 ........................................................................................................ 3 1.2.1 国外研究动态.................................................................................................. 3 1.2.2 国内研究动态.................................................................................................. 4 1.2.3 研究述评.......................................................................................................... 5 1.3 研究内容与主要研究方法 ........................................................................................ 6 1.3.1 研究内容.......................................................................................................... 6 1.3.2 研究方法.......................................................................................................... 6 1.4 创新点与不足 ............................................................................................................ 7 1.5 论文的研究路线 ........................................................................................................ 8 第二章 相关理论基础............................................................................................................9 2.1 绩效考核概述 ............................................................................................................ 9 2.1.1 绩效考核的概念.............................................................................................. 9 2.1.2 绩效考核的内容.............................................................................................. 9 2.1.3 绩效考核体系................................................................................................ 10 2.2 360 度绩效考核法的理论 ....................................................................................... 11 2.3 顾客价值理论 ......................................................................................................... 12 第三章 CH 广告公司绩效考核体系现状及问题分析 .......................................................14 3.1 CH 广告公司概况.................................................................................................... 14 3.1.1 CH 广告公司简介 ......................................................................................... 14 3.1.2 CH 广告公司组织结构 ................................................................................. 15 3.1.3 公司人员的概况............................................................................................ 16 3.2 CH 广告公司绩效考核现状.................................................................................... 18西北农林科技大学硕士学位论文 II 3.2.1 访谈调查的分析............................................................................................ 19 3.2.2 问卷调查的分析............................................................................................ 21 3.3 CH 广告公司绩效考核体系存在的问题................................................................ 24 3.3.1 绩效考核主体不全面.................................................................................... 24 3.3.2 绩效考核指标设置不科学............................................................................ 24 3.3.3 绩效考核权重设置不合理........................................................................... 25 3.3.4 绩效考核考核周期不合理........................................................................... 25 3.3.5 绩效考核反馈与沟通不完善....................................................................... 25 3.3.6 绩效考核体系未考虑服务客户的满意度.................................................... 26 3.4 CH 广告公司绩效考核存在问题原因分析............................................................ 26 3.5 360 度绩效考核法应用必要性 ............................................................................... 27 第四章 CH 广告公司绩效考核体系优化方案 ...................................................................29 4.1 CH 广告公司绩效考核体系优化的目标................................................................ 29 4.2 CH 广告公司绩效考核体系优化的原则................................................................ 30 4.3 CH 广告公司 360 度绩效考核体系设计方案........................................................ 31 4.3.1 360 度绩效考核法主体与客体的确定......................................................... 31 4.3.2 360 度绩效考核指标的设计......................................................................... 32 4.3.3 360 度绩效考核指标权重的确定................................................................ 34 4.3.4 360 绩效考核表的设计................................................................................. 38 4.3.5 360 度绩效考核周期与结果的确定............................................................. 39 第五章 360 度绩效考核结果在 CH 广告公司的应用与保障措施 ...................................41 5.1 考核结果的反馈及应用 .......................................................................................... 41 5.1.1 建立结果反馈机制....................................................................................... 41 5.1.2 构建绩效监督复议机制............................................................................... 41 5.1.3 绩效考核结果的应用................................................................................... 42 5.2 CH 广告公司绩效考核体系优化的保障措施........................................................ 43 5.2.1 提升管理者的认知........................................................................................ 43 5.2.2 建立完善的相关制度保障............................................................................ 43 5.2.3 加强基于顾客价值的企业文化建设............................................................ 45 第六章 结论..........................................................................................................................46 附 录....................................................................................................................................47。。。。。。以下内容略