I 摘要 绩效考核作为绩效管理的一个重要环节，代表着绩效管理的核心技术，也是绩效 管理成功的关键，但是CS装饰公司在绩效考核方面仍存在一些问题，如与企业发展战 略脱节、绩效考核指标体系不完整、方法选择不恰当等。如何进行科学有效的绩效考 核，提高人力资源管理水平，是CS装饰公司当前急需解决的重要问题。 本文从绩效考核体系的考核目标、考核内容、考核指标体系、考核流程、考核工具 及考核结果应用等方面，详细分析了CS装饰公司营销人员绩效考核现状；根据绩效考 核体系的主要内容设计CS装饰公司的营销人员绩效考核测量项目，并通过主成分分析 法和Alpha 信度系数法进行效度和信度检验，再此基础上形成调查问卷。在问卷调查 数据统计分析的基础上，结合访谈法分析CS装饰公司营销人员绩效考核中存在的问 题：绩效考核目标不明确、绩效考核内容不全面、绩效考核指标体系不完善、绩效考 核工具不合理、绩效考核结果应用不充分等。 针对CS装饰公司营销人员绩效考核中存在的问题，结合平衡记分卡法和KPI法 优化设计CS公司营销人员绩效考核体系。首先明确公司营销人员绩效考核体系优化设 计的目标、设计原则、和优化思路；其次对CS装饰公司进行战略的梳理，明确考核方 法；再次通过绘制战略地图，从财务、顾客、内部业务流程、学习与成长四个方面提 取公司销售部门关键成功要素，在此基础上运用鱼骨图法提取公司营销人员关键绩效 考核指标；接着组建专家团队，对营销人员绩效考核指标进行评分，运用层次分析法 设置公司营销人员绩效考核指标的权重，明确绩效考核指标的评价标准；最后完善公 司营销人员的绩效考核流程，增加绩效申诉和绩效反馈与改进环节，并将公司营销人 员绩效考核结果应用于绩效改进和人力资源管理。 为保证优化后营销人员绩效考核方案在CS装饰公司顺利实施，本论文从绩效辅 导、绩效沟通、绩效申诉三个方面建立了保障制度，从理论培训和实践培训两个方面 建立培训保障，从营造公司绩效文化和沟通文化方面建立文化保障。 关键词：KPI法；平衡积分卡法；绩效考核体系；层次分析法；营销人员 ABSTRACT III ABSTRACT Performance appraisal, as an essential component, represents the core technology of performance management. It is also the key to successful performance management. However, CS Decoration Company still have some problems in performance appraisal, such as disconnection with the company’s development strategy, incomplete performance appraisal indicator system, inappropriate selection of methods, etc. How to carry out scientific and effective performance appraisal and improve the level of human resources management is an important issue that needs an urgent solution for CS Decoration Company. From the perspective of appraisal objective, appraisal content, appraisal indicator system, appraisal process, appraisal tools and application of appraisal results, this paper analyzes the current status of performance appraisal of marketing personnel in CS Decoration Company in detail. On the grounds of the main contents of the performance appraisal system, this paper designs the performance appraisal measurement items for the marketing personnel of CS Decoration Company. Besides, the validity and reliability are verified by principal component analysis and Alpha reliability coefficient method, and then a questionnaire is formed on this basis. Based on the statistical analysis of the questionnaire data, combined with interviews, this paper explores the problems existing in performance appraisal of marketing personnel in CS Decoration Company, namely, unclear performance appraisal objectives, incomplete performance appraisal contents, imperfect performance appraisal indicator system, unreasonable performance appraisal tools and incomplete performance appraisal results, etc. Specific to its existing problems, the performance appraisal system of marketing personnel in CS Company is optimized by combining balanced scorecard method and KPI method. Firstly, the objectives, design principles and ideas of the optimization design are defined. Secondly, the strategy of CS Decoration Company is sorted out and the assessment method is clarified. Thirdly, by drawing a strategic map, the key success factors of the company's marketing department are extracted from the following four aspects, i.e. finance, customers, internal operation, learning and development. On this basis, fishbone chart method is used to extract the key performance indicators of the company's marketing personnel. Fourthly, an expert team is set up to score the performance appraisal indicators, and analytic hierarchy process is employed to set the weight of the performance appraisal 西北农林科技大学硕士学位论文 IV indicators and clarify their appraisal criteria. Finally, the performance appraisal process is improved and the performance appeal and performance feedback and improvement are added. Additionally, the performance appraisal results of the company's marketing personnel are applied to performance improvement and human resource management. To ensure the successful implementation of the optimized marketing personnel performance appraisal scheme in CS Decoration Company, this paper establishes a guarantee system in terms of performance guidance, performance communication and performance appeal, the training guarantee from theoretical training and practical training, and the cultural guarantee by building company performance culture and communication culture. KEYWORDS: KPI；Balanced scorecard method；Performance appraisal system；Analytic hierarchy process；Marketing personnel 目录 V 目 录 摘要 ... I ABSTRACT ...................... III 第一章 绪论 ..................... 1 1.1研究背景 ............... 1 1.1.1我国企业绩效考核的研究背景 .............................. 1 1.1.2 CS装饰公司研究背景 ............. 1 1.1.3 CS装饰公司营销人员绩效考核的重要性 ............ 1 1.2 研究目的和意义 .. 2 1.2.1 研究目的 ... 2 1.2.2 研究意义 ... 2 1.3国内外研究概况 ... 3 1.3.1国外研究概况 ........................... 3 1.3.2 国内研究概况 .......................... 4 1.3.3对国内外研究动态的评述 ....... 5 1.4研究思路与方法 ... 6 1.4.1研究思路 .... 6 1.4.2 研究方法 ... 6 1.4.3 研究的技术路线 ...................... 7 1.5 研究内容 .............. 7 1.6 创新之处 .............. 8 第二章 相关概念和理论基础 .......................... 9 2.1 绩效及绩效考核的概念 ..................... 9 2.1.1 绩效的概念 .............................. 9 2.1.2绩效考核的概念 ....................... 9 2.2关键绩效指标法（KPI）理论.......... 10 2.2.1 KPI的含义.............................. 10 2.2.2关键绩效指标法（KPI）的特点.......................... 10 2.2.3 KPI指标的分解方法.............. 10 2.3 平衡计分卡理论 11 2.3.1平衡计分卡的含义 ................. 11 西北农林科技大学硕士学位论文 VI 2.3.2平衡计分卡的基本结构 ......... 11 2.3.3平衡计分卡的操作步骤 ......... 12 第三章 CS装饰公司营销人员绩效考核现状分析 ..................... 13 3.1 CS装饰公司及营销人员基本情况 .. 13 3.1.1 CS装饰公司发展概况 ........... 13 3.1.2 CS装饰公司及内部组织结构 .............................. 13 3.1.3 CS装饰公司营销人员基本情况 .......................... 15 3.1.4 CS装饰公司营销人员的总体特征 ...................... 18 3.2 CS装饰公司营销人员绩效考核现状 ............................. 18 3.2.1 公司营销人员绩效考核的目的 ........................... 18 3.2.2 公司营销人员绩效考核的流程 ........................... 18 3.2.3 绩效考核的内容及指标体系 19 3.2.4 绩效考核的周期 .................... 21 3.2.5 绩效考核的方法 .................... 21 3.2.6 绩效考核结果的应用 ............ 22 第四章 CS装饰公司营销人员绩效考核存在的问题分析 ......... 24 4.1 调查方案及调查问卷的设计 ........... 24 4.1.1 调查方案设计 ........................ 24 4.1.2 调查问卷的设计 .................... 24 4.2 问卷调查和访谈的实施 ................... 27 4.3 问卷调查统计结果分析 ................... 27 4.3.1 抽查对象的统计学资料 ........ 27 4.3.2 绩效考核的调查统计分析 .... 28 4.4 公司营销人员绩效考核存在的问题 .............................. 32 第五章 CS装饰公司营销人员绩效考核体系的优化设计 ......... 34 5.1 绩效考核体系优化的目标、原则和思路 ...................... 34 5.1.1 绩效考核体系优化设计的目标 ........................... 34 5.1.2 绩效考核方案设计的原则 .... 34 5.1.3 绩效考核体系优化的思路 .... 35 5.2 CS装饰公司发展战略 ...................... 35 5.2.1 CS装饰公司总体战略 ........... 36 5.2.2 CS装饰公司职能战略 ........... 36 5.3 公司营销人