随着当今社会经济的不断发展，企业之间的竞争已经演变为人力资源方面的竞争。而对 企业而言，营销人员是否产生绩效以及营销人员绩效的高低都在不同程度上影响着企业的发 展，尤其是对高新技术行业显得更为突出。而影响企业营销人员绩效的因素较多，对这些因 素的研究有助于我们更清楚认识营销人员绩效的前因，从而能够更加有针对性的形成提升公 司营销人员绩效的策略和方法。 N公司为一家研发和制造微波、汽车雷达等高科技产品的企业，本文以其为研究对象， 希望能够抛砖引玉，提出有效提升营销人员绩效的策略，为其他企业相关研究和实践提供一 点参考。本文首先介绍研究的理论基础：绩效及激励等理论；其次，在调研和问卷调查的基 础上，总结N公司营销人员绩效方面存在的问题以及营销人员工作满意度状况；最后，在前 期实际调研的问题引导下，提出N公司营销人员绩效提升策略：（1）设计绩效激励体系。 即以物质激励为主，非物质激励为辅的方法，同时对每一类激励都设计了具体标准；（2）规 划绩效考核方案。营销管理人员适用360度绩效考核，营销人员适用KPI考核方案；（3）加 强其他辅助性策略。即优化人力资源管理、加强企业文化等措施。 关键词: 营销人员绩效，营销人员激励，营销人员绩效考核，营销人员绩效提升策略 II Abstract With the continuous development of today's social economy, competition among enterprises has evolved into competition in human resources. For the enterprise, whether the marketing staff produces performance and the performance of the marketing staff affects the development of the enterprise to varying degrees, especially for the high-tech industry. There are many factors influencing the performance of corporate marketing personnel. The study of these factors helps us to better understand the antecedents of marketing staff performance, so as to form a more targeted strategy and method to improve the performance of company marketing staff. N company is a company that develops and manufactures high-tech products such as microwave and automobile radar. This article takes it as the research object, and hopes to introduce the strategy of effectively improving the performance of marketers, and provide some reference for other companies' related research and practice. This paper first introduces the theoretical basis of research: the theory of performance and motivation; secondly, on the basis of research and questionnaire survey, summarizes the problems in the performance of N company's marketing staff and the job satisfaction of marketing staff; finally, the actual research in the early stage Under the guidance of the problem, the N company's marketing personnel performance improvement strategy is proposed: (1) Design performance incentive system. That is to say, material incentives are the mainstay, non-material incentives are supplemented, and specific standards are designed for each type of incentives; (2) Planning performance assessment programs. Marketing management personnel apply 360-degree performance appraisal, marketing personnel apply KPI assessment plan; (3) strengthen other supporting strategies. That is, measures such as optimizing human resource management and strengthening corporate culture. Keywords: Marketing staff performance, marketing staff incentives, marketing staff performance appraisal, marketing staff performance improvement strategy III 目录 第一章 绪论 ............................................................................................................................................................. 5 1.1 研究背景 .................................................................................................................................................... 5 1.2 研究目的和意义 ........................................................................................................................................ 5 1.3 研究内容和研究方法 ................................................................................................................................ 6 1.4 研究思路 .................................................................................................................................................... 7 第二章 相关理论知识介绍 ..................................................................................................................................... 9 2.1 绩效管理 .................................................................................................................................................... 9 2.1.1 绩效及绩效管理的内涵 ................................................................................................................. 9 2.1.2 绩效的影响因素及绩效管理的方法 .............................................................................................11 2.2 营销人员绩效 .......................................................................................................................................... 12 2.2.1 营销人员绩效的内涵 ................................................................................................................... 12 2.2.2 营销人员绩效的影响因素 ........................................................................................................... 13 2.3 激励理论 .................................................................................................................................................. 13 2.3.1 激励概念及内涵 ........................................................................................................................... 15 2.3.2 激励理论 ....................................................................................................................................... 15 2.4 本章小结 .................................................................................................................................................. 17 第三章 N公司简介及营销人员绩效现状 ............................................................................................................ 18 3.1 N公司简介 ............................................................................................................................................... 18 3.2 N公司组织结构与销售部门概况 ............................................................................................................ 18 3.2.1 N公司组织结构图 ........................................................................................................................ 19 3.2.2 N公司销售部门概况..................................................................................................................... 19 3.3 N公司营销现状及存在问题.................................................................................................................... 20 3.3.1 N公司营销现状 ............................................................................................................................ 20 3.3.2 N公司营销存在的问题................................................................................................................. 21 3.4 N公司绩效激励现状 ............................................................................................................................... 22 3.4.1 N公司现行的薪酬福利................................................................................................................. 22 3.4.2 N公司培训及职业发展规划 ......................................................................................................... 23 3.4.3 N公司绩效管理状况..................................................................................................................... 24 3.5 N公司营销人员工作满意度调研及分析 ................................................................................................ 25 3.5.1 营销人员工作满意度问卷设计.................................................................................................... 25 3.5.2 营销人员工作满意度问卷分析.................................................................................................... 26 3.5.3 公司销售部门绩效及激励存在的主要问题 ................................................................................ 30 3.6 本章小结 .....................................