本文選題：銷售人員 + 考核體系　； 參考：《沈陽理工大學(xué)》2017年碩士論文

【摘要】：隨著企業(yè)在市場上面臨的競爭越來越激烈,銷售部門在企業(yè)發(fā)展中的重要地位越來越明顯,培養(yǎng)一支屬于自己的優(yōu)秀銷售團(tuán)隊是企業(yè)核心競爭力的重要組成部分。如何通過構(gòu)建合理的、科學(xué)的、有針對性的銷售人員績效考核體系,對建立優(yōu)秀銷售隊伍意義重大,是擺在企業(yè)管理者面前的重要課題。針對銷售人員的績效考核,很多企業(yè)還處于傳統(tǒng)的、單純的業(yè)績考核階段,沒有形成一套有針對性,真正符合企業(yè)長遠(yuǎn)發(fā)展目標(biāo)的績效考核體系。銷售人員的績效考核是結(jié)合企業(yè)戰(zhàn)略目標(biāo),運(yùn)用一系列的管理手段對他們的工作過程和結(jié)果進(jìn)行控制與掌握,建立、收集、處理和監(jiān)控績效數(shù)據(jù),通過管理者與銷售人員持續(xù)、動態(tài)的溝通和反饋,影響他們的行為,提升他們的能力,實現(xiàn)公司的目標(biāo),從而達(dá)到企業(yè)和員工的雙贏效果。本文以HS公司為企業(yè)背景,從績效考核的相關(guān)理論入手,在闡明企業(yè)銷售人員績效考核目的與重要性基礎(chǔ)上,確立企業(yè)銷售人員績效考核的基本原則、內(nèi)容和一般方法。結(jié)合HS公司現(xiàn)行的銷售人員績效考核體系現(xiàn)況,利用問卷調(diào)查的方法調(diào)查并分析其企業(yè)營銷人員工作特點(diǎn)及其績效考核方法存在的問題,再召集學(xué)者、企業(yè)管理人員及銷售人員代表運(yùn)用德爾菲法確定出銷售人員績效考核體系中的幾個關(guān)鍵指標(biāo),并使用序關(guān)系分析法對關(guān)鍵指標(biāo)的權(quán)重進(jìn)行了科學(xué)的計算,形成了一套完整的HS公司的銷售人員績效考核體系。HS公司新的銷售人員績效管理體系設(shè)計完成后,本文還提出了該體系的基本實施原則和具體步驟,以及采取怎樣的措施確保體系的有效實施。HS公司的銷售形式在很多工業(yè)消費(fèi)品制造公司普遍存在,所以本文在銷售人員績效考核體系方面做的調(diào)查研究對其他工業(yè)消費(fèi)品制造企業(yè)具有一定的借鑒意義。
[Abstract]:With the increasingly fierce competition in the market, the important position of the sales department in the development of the enterprise is becoming more and more obvious. It is an important part of the core competitiveness of the enterprise to train an excellent sales team that belongs to itself. How to set up a reasonable, scientific, targeted performance appraisal system for sales personnel is of great significance to the establishment of excellent sales team, and is an important subject in front of enterprise managers. For the performance appraisal of sales personnel, many enterprises are still in the traditional, pure performance appraisal stage, and have not formed a set of targeted performance appraisal system that really conforms to the long-term development goal of the enterprise. The performance appraisal of sales personnel is to use a series of management means to control and master their working process and results, establish, collect, process and monitor the performance data through managers and sales personnel. Dynamic communication and feedback, affect their behavior, improve their ability, achieve the objectives of the company, so as to achieve win-win results for both enterprises and employees. Based on the background of HS Company and the related theory of performance appraisal, this paper establishes the basic principles, contents and general methods of performance appraisal of sales personnel on the basis of clarifying the purpose and importance of performance appraisal of enterprise sales personnel. According to the current situation of the performance appraisal system of sales personnel in HS Company, this paper investigates and analyzes the characteristics of marketing personnel and the problems existing in their performance appraisal methods by using the method of questionnaire, and then convenes scholars. Enterprise managers and representatives of sales personnel use Delphi method to determine several key indicators in the performance appraisal system of sales personnel, and the weight of the key indicators is calculated scientifically by using the method of order relation analysis. After the completion of the design of the new sales personnel performance management system of HS Company, this paper also puts forward the basic implementation principles and concrete steps of the system. And what measures should be taken to ensure the effective implementation of the system. HS's sales form is prevalent in many industrial consumer goods manufacturing companies. Therefore, the investigation and research on the performance appraisal system of sales personnel in this paper has certain reference significance to other industrial consumer goods manufacturing enterprises.
【學(xué)位授予單位】：沈陽理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F272.92;F426.61

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