I 摘要 在当前我国经济快速发展的背景下，制造业企业发展具有机遇同时也有巨大 的挑战，企业要想在竞争中立足，必须加大对人才的管理。其中，绩效管理是对 人才工作主动性、积极性的管理，只有对人才进行有效的管理，才能促进人才为 企业创造价值，不断提升企业核心竞争力。J公司为一家从事警用装备的研究开 发、生产制造与营销管理的企业，公司正在经历销售业绩瓶颈。基于此，文章针 对公司营销人员绩效考核体系进行有效设计，在提高J公司的管理水平、提升J 公司市场竞争力方面具有较强的现实意义。 本文以绩效考核理论为指导，通过文献梳理、问卷调查和座谈访谈等方法获 得第一手资料，并应用定性和定量相结合的方法，以J公司营销人员绩效考核体 系为研究对象，对J公司的营销人员绩效考核现状进行了分析，找出了目前营销 人员绩效考核存在的问题；以解决问题为导向，针对问题进行了绩效考核方案的 优化设计：先是确定绩效考核要承接企业发展战略，对全员进行宣贯，确定方案 思路与原则，绘制了战略地图，再对营销岗位的职责和考核特征进行了分析，然 后从业绩、能力、态度三个方面进行指标体系的优化设计。在指标优化设计的基 础上，确定了指标标准、权重、考核主体等。最后，从绩效沟通与指导、绩效考 核反馈、绩效考核结果应用三个方面制定了绩效考核实施要点。根据J公司的实 际情况，从组织建设、制度、文化等方面建立了绩效考核方法的保障措施，从而 保障绩效考核工作的实施，有利于J公司的长远发展。 关键词：营销人员；绩效管理体系；绩效考核；优化设计 Abstract II Abstract UnderthebackgroundofrapideconomicdevelopmentinChina,the developmentofmanufacturingenterpriseshasbothopportunitiesandgreatchallenges. Ifenterpriseswanttostandinthecompetition,theymuststrengthenthemanagement oftalents.Amongthem,performancemanagementisthemanagementoftheinitiative andenthusiasmoftalentwork.Onlyeffectivemanagementoftalentcanpromote talenttocreatevalueforenterprisesandconstantlyenhancethecorecompetitiveness ofenterprises.JCompanyisanenterpriseengagedinresearchanddevelopment, manufacturingandmarketingmanagementofpoliceequipment.Thecompanyis experiencingsalesperformancebottlenecks.Basedonthis,thispaperdesignsan effectiveperformanceappraisalsystemforthecompany'smarketingstaff,whichhasa strongpracticalsignificanceinimprovingthemanagementlevelofJcompanyand enhancingthemarketcompetitivenessofJcompany. Guidedbythetheoryofperformanceappraisal,thispaperobtainsthefirst-hand informationthroughliteraturereview,questionnairesurveyandinterview,andapplies qualitativeandquantitativemethodstostudytheperformanceappraisalsystemofJ company'smarketingpersonnel,analyzesthestatusquoofJcompany'smarketing personnelperformanceappraisal,andfindsoutthecurrentsituation.Marketing personnelperformanceappraisalproblems;tosolvetheproblem-oriented,forthe optimizationoftheperformanceappraisalprogramdesign:first,determinethe performanceappraisaltoundertakethedevelopmentstrategyoftheenterprise, publicizethestaff,determinetheprogramideasandprinciples,drawastrategicmap, andthentheresponsibilityofmarketingpostsandAppraisalCharacteristicsThen,the indexsystemisoptimizedfromthreeaspects:performance,abilityandattitude.On thebasisofindexoptimizationdesign,theindexstandard,weightandassessment subjectsaredetermined.Finally,fromtheperformancecommunicationandguidance, performanceappraisalfeedback,performanceappraisalresultsoftheapplicationof threeaspectsoftheperformanceappraisalkeypoints.Accordingtotheactual situationofJcompany,thispaperestablishestheguaranteemeasuresofperformance appraisalmethodfromtheaspectsoforganizationconstruction,systemandculture,so astoensuretheimplementationofperformanceappraisalwork,whichisconduciveto thelong-termdevelopmentofJcompany. Keywords:Marketingpersonnel;Performancemanagementsystem;Performance appraisal;Optimizationdesign 目录 III 目录 摘要..............................................................................................................................I 目录..........................................................................................................................III 第一章绪论................................................................................................................1 第一节研究背景和意义......................................................................................1 一、研究背景..................................................................................................1 二、研究目的和意义......................................................................................2 第二节国内外研究概况......................................................................................3 一、国外研究概况..........................................................................................3 二、国内研究概况..........................................................................................4 第三节研究方法和技术路线..............................................................................5 一、研究方法..................................................................................................5 二、研究技术路线..........................................................................................5 第四节研究对象的界定......................................................................................6 第五节主要研究内容和创新点..........................................................................7 一、主要研究内容..........................................................................................7 二、主要创新点..............................................................................................7 第二章理论基础..........................................................................................................1 第一节绩效管理理论基础..................................................................................1 一、绩效管理内涵..........................................................................................1 二、绩效管理特征..........................................................................................2 第二节绩效考核相关理论..................................................................................4 一、绩效考核内涵..........................................................................................4 二、绩效考核方法..........................................................................................5 三、绩效管理与考核的区别..........................................................................8 第三章J公司营销人员绩效考核体系现状评价.....................................................10 第一节J公司基本概况.....................................................................................10 一、公司简介................................................................................................10 二、营销人员绩效考核体系现状................................................................11 第二节营销人员绩效考核体系问卷调查........................................................12 一、调查思路和方法....................................................................................12 二、调查问卷设计........................................................................................13 三、调查结果统计........................................................................................14 第三节绩效考核体系存在问题分析................................................................16 目录 IV 一、现行考核体系不能有效支持企业发展................................................16 二、考核指标设计不合理............................................................................17 三、指标权重设定不合理............................................................................17 四、考核方法不够科学性............................................................................17 五、考核结果应用不全面............................................................................17 第四章J公司营销人员绩效考核体系优化设计.....................................................18 第一节设计思路与原则....................................................................................18 一、设计思路................................................................................................18 二、设计原则............................