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论文编号：	14217
作者编号：	2320213812
上传时间：	2023/12/8 18:56:11
中文题目：	基于项目全生命周期管理的中建A局C公司市场营销人员绩效评价优化研究
英文题目：	Research on Optimization of Performance Evaluation of Marketing Personnel in Company C of China Construction A Bureau Based on Project Lifecycle Management
指导老师：	袁庆宏
中文关键字：	建筑施工企业；工程项目；项目全生命周期管理；市场营销人员；绩效评价
英文关键字：	Construction enterprises；Engineering projects；Project lifecycle management；Marketing personnel；Performance appraisal
中文摘要：	近十年来，我国建筑业水平突飞猛进，作为国民经济支柱产业的作用不断增强，为保障国计民生作出了重要贡献。但自2020年后，房地产行业发展趋势减缓，建筑业由高速发展转向了以高质量求生存的发展阶段，建筑施工企业在基础设施领域的竞争逐渐加剧。由此引发出建筑施工企业在前期承接项目与后期项目管理的衔接与配合上的严重问题。施工企业为承接工程项目，低价中标或者潜亏中标的情况比比皆是，这不仅无法保证项目效益，而且给项目履约也造成很大的困难，企业经营风险骤升。建筑施工企业的高质量发展须以市场营销部门承接优质项目为基础，并对项目自工程信息的收集到项目跟踪、投标中标直至工程的竣工及质保期服务进行全面、科学、系统化的管理。市场营销人员是企业市场开拓和项目承接的中坚力量，企业为最大化的激发市场营销人员的积极性，打造一支责任心强、业务能力过硬、职业素质高的营销队伍，同时控制并降低在项目施行中存在的潜亏风险，将市场营销人员的绩效评价与项目全生命周期管理进行“一体化”势在必行。市场营销与项目管理相结合是现阶段行业背景下实现建筑施工企业良性发展的重要保障，在企业内部形成“以市场保项目，以现场促市场”的良性循环，对于确保企业战略目标达成以及企业长远可持续发展具有重要意义。因此，基于项目全生命周期管理的市场营销人员绩效评价优化研究，成为建筑施工企业人力资源管理的重要课题。 本文以中建A局C公司市场营销人员为研究对象，对其绩效评价进行研究及优化，在梳理相关文献基础上，运用问卷调查法对项目管理人员进行了调查，总结了在项目管理中涉及到的与市场营销人员对接中存在的普遍性问题，运用了访谈法对市场营销人员进行了调查，对企业市场营销人员绩效评价的现状进行了具体剖析，基于项目全生命周期管理探索了对于市场营销人员绩效评价的新模式，依照市场营销人员所负责的不同岗位对组织绩效及个人绩效评价进行了优化，并进一步提出市场营销人员绩效评价优化的保障措施。基于项目全生命周期管理对市场营销人员的绩效评价进行优化，能够有效控制企业在项目实施中的风险，提高企业的市场核心竞争力，为中建A局C公司乃至整个建筑施工行业同类企业提供借鉴。
英文摘要：	In the past decade, the level of China's construction industry has made rapid progress, and its role as a pillar industry of the national economy has continuously strengthened, making important contributions to ensuring the national economy and people's livelihood. However, since 2020, the development trend of the real estate industry has slowed down, and the construction industry has shifted from high-speed development to high-quality development. However, the competition among construction enterprises in the infrastructure field has gradually intensified, and construction enterprises undertake engineering projects, There are many cases of low-priced or potential loss winning bids, which not only fail to ensure project efficiency, but also cause great difficulties in project performance. The business risk of enterprises has sharply increased, indicating that construction enterprises have serious problems in the connection and cooperation between undertaking projects in the early stage and project management in the later stage. The high-quality development of construction enterprises must be based on the marketing department's commitment to high-quality projects, and comprehensive, scientific, and systematic management of project self engineering information collection, project tracking, bidding and winning, project completion, and warranty period services. Marketing personnel are the backbone of enterprise market development and project acceptance. In order to maximize the enthusiasm of marketing personnel, it is imperative for enterprises to create a marketing team with strong sense of responsibility, strong business ability, and high professional quality, while controlling and reducing potential loss risks during project implementation. Therefore, it is necessary to incorporate the performance evaluation of marketing personnel into the entire project lifecycle management. The combination of marketing and project management is an important guarantee for the healthy development of construction enterprises in the current industry context. It forms a virtuous cycle of "protecting projects with the market and promoting the market on site" within the enterprise, thereby ensuring the achievement of enterprise strategic goals and long-term sustainable development. This thesis takes the marketing personnel of Company C of China Construction A Bureau as the research object, conducts research and optimization on their performance evaluation. Based on reviewing relevant literature, a questionnaire survey method is used to survey project management personnel, summarizes the common problems involved in project management and communication with marketing personnel, and uses interview method to survey marketing personnel, A specific analysis was conducted on the current situation of performance evaluation of enterprise marketing personnel. Based on project lifecycle management, a new model for performance evaluation of marketing personnel was explored. Organizational and individual performance evaluations were optimized according to the different positions responsible for marketing personnel, and further measures were proposed to ensure the optimization of performance evaluation of marketing personnel. Optimizing the performance evaluation of marketing personnel based on project lifecycle management can effectively control risks in project implementation, improve the core competitiveness of the enterprise in the market, and provide reference for similar enterprises in China Construction A Bureau C Company and even the entire construction industry.
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