本文選題：營銷人員 + 績效考核��； 參考：《華南理工大學》2013年碩士論文

【摘要】：隨著證券行業(yè)的逐步放開，證券經(jīng)紀業(yè)務的市場競爭將進一步加劇。經(jīng)紀業(yè)務的競爭主要就是人才的競爭，證券公司要在競爭中立于不敗之地，，營銷人員需要比以往發(fā)揮出更大的主動性和創(chuàng)造性。 本研究以G證券公司為案例，通過對G證券公司營銷人員績效考核體系的分析研究，結(jié)合績效考核相關的最新理論，分析其績效考核體系中存在的主要問題，并探索相應的優(yōu)化方案，以期對企業(yè)如何有效的通過建立合理、科學的績效考核體系激發(fā)員工工作積極性提出有益的建議。 本研究主要按照提出問題—分析問題—解決問題的邏輯線路展開。 首先，闡述本文研究的背景和意義，對績效考核的基本理論、國內(nèi)外績效考核的主要方法和作用進行綜述，同時簡要介紹本文的研究內(nèi)容、方法及論文結(jié)構(gòu)。 其次，簡要介紹案例的背景；在對G證券公司營銷人員績效考核現(xiàn)狀進行調(diào)研和理論分析的基礎上，總結(jié)分析其績效考核體系方面存在的主要問題及其原因。 最后，本文結(jié)合績效管理的相關理論方法，分別從考核原則、目的、績效考核指標的選擇、績效標準等方面對G證券公司營銷人員的績效考核體系進行優(yōu)化設計。同時從確保績效考核體系的順利實施出發(fā)，提出績效考核體系管理、溝通、反饋和評估修正的保障措施。 總體而言，本研究不僅對G證券公司營銷人員的績效管理工作具有較大的指導作用，對其他證券公司的人力資源實踐也具有一定的參考借鑒意義。
[Abstract]:With the gradual liberalization of the securities industry, securities brokerage business market competition will be further intensified. The competition of brokerage business is mainly the competition of talents. If the securities companies want to be invincible in the competition, the marketers need to bring into play more initiative and creativity than ever before. This research takes G securities company as a case, through the analysis and research of the performance appraisal system of marketing personnel of G securities company, combined with the latest theory of performance appraisal, analyzes the main problems existing in its performance appraisal system. And explore the corresponding optimization plan, with a view to how to effectively establish a reasonable, scientific performance appraisal system to stimulate the enthusiasm of employees to put forward useful suggestions. This study is based on the logical circuit of problem-analysis-problem-solving. First of all, the background and significance of this study are described, the basic theory of performance appraisal, the main methods and functions of performance appraisal at home and abroad are summarized. At the same time, the research content, methods and structure of this paper are briefly introduced. Secondly, the paper briefly introduces the background of the case. On the basis of the investigation and theoretical analysis of the current situation of the performance appraisal of marketing personnel in G securities company, the paper summarizes and analyzes the main problems and reasons of its performance appraisal system. Finally, combining with the relevant theory and methods of performance management, this paper optimizes the design of the performance appraisal system of the marketing personnel of G securities company from the aspects of evaluation principle, purpose, performance evaluation index selection, performance standard and so on. In order to ensure the smooth implementation of the performance appraisal system, the management, communication, feedback and evaluation of the performance appraisal system are put forward. In general, this study not only has a great guiding effect on the performance management of marketing personnel in G securities company, but also has some reference significance to the human resource practice of other securities companies.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272.92;F832.39

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