【作者】 高洁；

【导师】 李随成；

【作者基本信息】 西安理工大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 HT房地产公司一家民营中小型房地产开发企业。受宏观环境影响,中小房地产企业的产品销售与市场需求日趋平稳,销售井喷的现象较难再现,平销将成为其销售的日常状态引起销售周期变长,这种变化导致HT房地产对营销部员工仅仅在集中销售期进行阶段性考核的方式不再适应市场变化和企业发展的要求,需要对营销部员工绩效考核进行改进。另外,由于为营销部销售工作做出贡献的营销代理公司和渠道公司费用提高,增大营销部销售成本,使营销部考虑加强团队的建设,通过绩效考核改进来提高员工的工作效能,调动员工的工作积极性。本文在HT房地产公司营销部员工绩效考核改进研究过程中非常注重理论与营销部管理实务的紧密结合,运用文献研究法建立绩效考核理论基础、借助深度访谈法逐步了解问题,总结出问题所在并深入分析问题的成因,从而有目标的改进问题。根据公司的实际经营状况,对营销部员工绩效考核进行改进时,将平衡计分卡(BSC)与关键绩效指标考核法(KPI)有效结合,从平衡计分卡四维度的角度来展现营销部主要业务内容及工作流程,并进一步分析营销部管理流程及关键节点,在此基础上改进绩效考核指标。在改进关键绩效考核指标时,战略导向下对绩效考核的指标的数量要求不能太多,而如果想要使绩效考核达到客观公正的效果,需要比较全面地反映员工的业绩水平,相应的绩效考核指标又不能太少,同时使用权重指标与非权重指标可以解决它们之间的矛盾,既突出业绩重点,又能比较全面地评价绩效。另外结合不同项目开发阶段特点,对绩效考核周期进行了改进。在绩效指标和绩效考核周期改进的基础上对绩效指标权重、绩效指标考核标准、考核结果等级、绩效考核表单等方面做了相应的改进。对HT房地产公司的绩效改进,旨在充分调动营销部员工积极性,提高员工与组织的效能,实现企业经营目标落地,促进企业战略达成,使企业能够稳定地、长远地发展。本次绩效改进工作紧密结营销部工作实务,涵盖营销部各个岗位,可供其他同类型房地产企业改进营销部员工绩效时参考。更多还原

【Abstract】 HT real estate company is a private small and medium-sized real estate development enterprise.Affected by the macro environment,small and medium-sized real estate enterprise product sales and market demand,sales blowout phenomenon is difficult to reproduce,flat pin will become the daily state of the sales cause sales cycle longer,this change causes HT real estate to marketing staff only in concentrated sales stage assessment way no longer adapt to the market changes and the requirements of enterprise development,need to improve the Marketing Department staff performance appraisal.In addition,due to the increase of the marketing agency company and channel company that contribute to the sales work of the Marketing Department,the sales cost of the Marketing Department is increased,so that the Marketing Department considers strengthening the team building,improves the performance efficiency of the employees through performance appraisal,and arouses the enthusiasm of the employees.In this paper in HT real estate company marketing staff performance appraisal in the process of improvement research is very pay attention to the theory and marketing management practice,using literature research method to establish the theoretical basis of performance appraisal,with the help of in-depth interview method gradually understand the problem,summarizes the problems and further analyze the causes of the problem,to have the improvement of goals.According to the company’s actual operating conditions,the marketing staff performance appraisal improvement,the balanced scorecard(BSC)and key performance index appraisal method(KPI)effective combination,from the perspective of the balanced scorecard four dimensions to show the marketing main business content and workflow,and further analyze the marketing management process and key nodes,on the basis of improving performance appraisal indicators.In improving key performance appraisal index,strategic guidance to the number of performance appraisal indicators not too much,and if you want to make the performance appraisal objective effect,need to more fully reflect the employee performance level,the corresponding performance appraisal index and not too little,at the same time use heavy index and weight index can solve the contradiction between them,both outstanding performance focus,and more comprehensive evaluation of performance.In addition,combined with the characteristics of different project development stages,the performance appraisal cycle is improved.On the basis of the improvement of performance indicators and performance appraisal cycle,corresponding improvements have been made in the aspects of performance index weight,performance indicator appraisal standard,performance result level,performance appraisal form,etc.The performance improvement of HT real estate company aims to fully mobilize the enthusiasm of the marketing Department staff,improve the efficiency of staff and organizations,realize the implementation of business objectives,promote the achievement of enterprise strategy,and enable the enterprise to achieve stable and long-term development.This performance improvement work is closely related to the work practice of the Marketing Department,covering various positions in the Marketing Department,which can be used for reference for other similar type of real estate enterprises to improve the performance of the Marketing Department employees.更多还原