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论文编号：	7705
作者编号：	2220140517
上传时间：	2015/11/30 19:29:55
中文题目：	同方国际有限公司营销人员绩效考核优化研究
英文题目：	A Research on the Optimization of Performance Appraisal System of Marketing Staff in Tongfang Global Limited
指导老师：	袁庆宏
中文关键字：	绩效考核;营销人员;360度绩效考核
英文关键字：	performance appraisal;marketing personnel;360 degree feed-back
中文摘要：	人力资源现在已经是一个企业生存与发展的重要资源。现代企业的竞争不仅仅是产品、资源、资金的竞争，更是人力资源的竞争。营销人员作为企业最重要的人力资源，直接与企业绩效挂钩，营销部门也是一个公司中最重要的部门之一，企业要想在激烈的市场竞争中取得成功，必须加强营销人员的绩效考核，但是长期以来，仅仅与业绩挂钩的绩效考核模式以及难以适应现代企业营销人员的绩效考核与激烈，营销人员的绩效考核一直困扰着很多企业，因此如何通过绩效考核调动营销人员的积极性和工作主动性，也成为了人力资源工作中的重要问题。 同方国际有限公司在发展过程中也面临同样的问题，如何有效进行营销人员的绩效考核，公司近年来销售业绩取得增长，但是营销人员的流失率却在逐渐增加，导致客户关系管理与新客户获得受到影响，给公司造成一定损失。究其原因，主要是同方国际有限公司不具有完善科学的营销人员绩效考核体系，为本公司的营销人员绩效考核体系建立提出建议，进一步完善营销人员的绩效考核体系，运用360度测评法不仅对我们公司人力资源系统是一个提升与改进，运用方法或程序也可以为其他企业营销部门的绩效考核方式提供借鉴，有一定的理论意义与实践意义。 本文在同方国际有限公司营销部门中引入360度绩效评价体系，结合公司的实际情况，通过“建立标准-评估现状-传递反馈-促进行动”等四个步骤对360度测评进行改进与完善，以期达到测评目标，为管理层的培养进一步建言献策，使人才储备与培养体系能够支持企业取得更长远的发展。同时360度测评运用将可以继续深化，例如引起企业文化向好地方面变革、运用于企业绩效考核改善组织绩效等等，很多东西值得进一步探索与研究。
英文摘要：	Human resources has become an important resource currently for a business company’s survival and development. Modern enterprise competition is not just about products,resources, and competitive grants, but also is about the competition of human resources.The marketing department can bring the direct profits to the company.So the company should strengthen performance evaluation of the marketing staff to succeed in the fierce market competition.For a long time, the common performance evaluation mode is only linked to the performance.The simple mode is hard to adapt to the modern enterprise competition. so how to mobilize the marketing staff through the performance appraisal of enthusiasm and initiative. It has become an important issue to how to evaluate the marketing staff. THTF Global Ltd. is also facing the similar problem in the appraisal of marketing staff,.The company achieved sales growth in recent years, but the marketing staff turnover rate is gradually increased.The customer relationship management and new customers increasing are influenced by the marketing employee turnover.If we can solve the problem,the similar experience can apply to other companies.This paper will choose 360 degree feed-back to redesign the performance appraisal for the marketing department in THTF Global Ltd. This paper choose 360 degree feed-back to design the performance appraisal composing of four steps:setting the standards, assessing the status,feedback and promoting.At the same time 360 degree feedback can also be used to the corporate culture change ,improve organizational performance and so on.
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