营销人员考评模式的选择研究

【作者】 彭亚君；

【导师】 王平；

【作者基本信息】 南京师范大学 ， 企业管理， 2006， 硕士

【摘要】 绩效考评是增强组织人力资源竞争力不可缺少的基础条件，因而对营销人员的绩效考评也就成为对营销人员管理的基础和重点。实践中企业对营销人员考评时往往难以在结果与过程之间作出权衡以至于对营销人员考评的有效性降低甚至引发企业的管理危机。现有文献中，尚无以权变观为指导的根据特定管理情境对营销人员的考评模式进行分析与选择的专门研究。 企业的营销目标对营销人员的工作起着导向作用，而对营销人员的考评是考评营销人员的工作，所以企业的营销目标的不同引起了营销人员的考评模式的不同。文章在众多影响企业营销目标制定的因素中选择产品生命周期和企业的市场地位这两个因素作为权变因子，综合分析位于产品生命周期不同阶段和处于不同市场地位的企业的营销目标；根据对营销人员考评时考评标准中结果性指标与行为性指标所占比重的不同、考评主体组合中直接上级与客户这两个主要主体的重要性的不同将营销人员的考评模式分为结果导向型考评模式、混合偏结果型考评模式、混合偏行为型考评模式和行为导向型考评模式；根据不同的营销目标对营销人员在相应情况下的工作内容从结果和行为两个方面进行分析，进而选出此时对营销人员进行有效考评应该采用的考评模式。更多还原

【Abstract】 The performance appraisal is one of the essential conditions to improve and organize the compatibility of the human resources of one entity, so the performance appraisal of salesperson becomes essential. There are many companies which do not know how to balance the performance appraisal on the final result and the process, which reduces the effectiveness of the evaluation process and even causes the crisis in the management system for the company. Additionally, there is lack of literature on the performance appraisal of salesperson in the different management environment within the framework of contingency theory.The different marketing target leads to the different job of salesperson. The performance appraisal is actually evaluating the jobs that salesperson has taken up. In the different business environment, the marketing objective can be quite different, which leads to the different appraisal model of salesperson. Among those aspects that influence the marketing object for the whole entity, product life circle (PLC) and the marketing position for the company are regarded as two main issues. The marketing objective according to integrated analysis is based on PLC and the marketing position. There are four performance appraisal models, result driven model, result oriented combine model, behavior oriented combine model and behavior driven model. These four models are derived from the ratio of result index to behavior index in evaluation process and the difference of importance of two main appraisal bodies(top management group and the customer). The job content of sales group is analyzed from two aspects according to different market objects, thereby the effective performance appraisal model can be applied to evaluate the salesperson.更多还原