本文關鍵詞： 服裝大賣場 績效管理 目標管理 平衡計分卡　出處：《西安工程大學》2014年碩士論文　論文類型：學位論文

【摘要】：隨著國內服裝產業(yè)的發(fā)展，以及國外服裝品牌的不斷引進，國內服裝零售業(yè)態(tài)也在不斷地變化之中。從效仿歐美中心商圈的服裝旗艦店，到國外SPA經營模式在國內進入與擴大，為滿足消費者對商品類別與種類的需求，出現了國內特有的服裝大型零售店鋪的新型零售業(yè)態(tài)。大型零售店鋪以其一站式購物的便利性，逐漸成為服裝零售業(yè)態(tài)的主要形式。然后大店賣場大、客流量大、工作人員多、貨品結構復雜，傳統(tǒng)的只注重銷售額績效的管理模式已然不再適合服裝零售大型店鋪。由此，，針對大店中的服裝經營特點，店鋪員工的多角度績效提升也就成為了服裝企業(yè)管理的核心。 傳統(tǒng)的績效管理多關注在績效考核階段，這樣的管理對績效的影響是階段性的和被動的。實踐證明，提高績效的有效方法是對員工進行全過程的績效管理；在實際工作中，以目標為導向的績效管理體系更是取得了越來越顯著的效果。本文結合目標管理以及績效管理理論，通過訪談、問卷調研方法，對原有的績效管理進行改進，設計一套適用于大型服裝賣場的績效管理體系。主要研究內容有： (1)通過閱讀文獻，了解目前大型服裝零售賣場績效管理的研究現狀；在實習過程中了解賣場管理現狀，對研究打下了理論和實踐型的基礎。 (2)選擇五個以大型服裝零售賣場為主要營銷渠道的品牌服裝企業(yè)，其中兩個國外品牌，三個國內東南沿海地區(qū)品牌。通過對各品牌銷售經理或店長進行深度訪談，了解各品牌績效管理的現狀，通過歸納總結提取大型服裝零售賣場營業(yè)員績效管理的共同特征。為建立營業(yè)員績效管理系統(tǒng)提供參考。 (3)依據訪談結果和績效管理理論，設計調查問卷，在杭州重要商圈對目標人群進行為期2個月的問卷的發(fā)放，共發(fā)放350份，回收326份。對大型服裝零售賣場營業(yè)員的基本信息、工作滿意度、工作期望進行調研，采集數據，運用SPSS軟件對數據進行統(tǒng)計分析、效度分析、因子分析，總結出營業(yè)員對工作中在意的因素，對績效管理體系設計提供可行性和依據。 (4)根據績效管理和目標管理的理論，結合訪談和問卷的調查結果，以M品牌公司A大店為載體，設計基于目標管理的績效管理系統(tǒng)。其中，績效計劃階段：運用平衡計分卡的財務、顧客、內部流程、學習成長四個維度和A大店的運營現狀，制定目標體系；績效執(zhí)行階段：依據目標管理理論和A大店運營情況，制定績效執(zhí)行中需要的例會制度和管理表格工具；績效考核階段：從績效計劃階段制定的目標體系中提取績效考核指標，對30位大型服裝零售賣場的管理人員關于指標重要性進行問卷調查。運用AHP層次分析法，計算各指標的權重，最終確定績效考核模型；績效反饋階段：依據考核結果和營業(yè)員的期望，制定關于員工薪資、獎金、晉升的績效反饋方案。最終，以目標管理為基礎，運用平衡計分卡工具，設計一套含有績效計劃、績效執(zhí)行、績效考核、績效反饋的適用于大型服裝零售賣場的績效管理系統(tǒng)。
[Abstract]:With the development of domestic garment industry and the continuous introduction of foreign clothing brands , domestic garment retailing forms are changing constantly . From the clothing flagship store of the European and American center business circles , to meet the demand of consumers to the categories and kinds of goods , the large retail stores are gradually becoming the main form of clothing retail . The traditional performance management focuses on the performance appraisal stage . The effect of such management on the performance is phased and passive . It has been proved that the effective way to improve the performance is the performance management of the whole process of the employees . In the practical work , the performance management system based on the goal is more and more remarkable . In this paper , based on the objective management and the performance management theory , the original performance management is improved through interviews , questionnaire investigation methods , and a set of performance management system suitable for the large - scale garment selling field is designed . ( 1 ) Through reading the literature , understand the current situation of the current research on the performance management of large - scale clothing retail sales , and find out the current situation of sales management in the course of practice , and lay a theoretical and practical basis for the research . ( 2 ) Choose five brand clothing enterprises which are the main marketing channels for the retail sales of large clothing , two of them are foreign brands , and the three brands in the Southeast coastal areas . Through the deep interview to the sales manager or the manager of each brand , the present situation of each brand ' s performance management is understood , and the common characteristics of the performance management of the large - scale clothing retail sales field are summarized and summarized . ( 3 ) According to the interview result and the performance management theory , the questionnaire was designed , and the questionnaire was distributed for two months in Hangzhou ' s important commercial circles . The data was collected . The data was analyzed by SPSS software . The data were analyzed by SPSS software . Then , the factors which cared about in the work were summarized and the feasibility and basis of the design of the performance management system were provided . ( 4 ) Based on the results of performance management and objective management , based on the findings of interviews and questionnaires , a performance management system based on target management is designed .

【學位授予單位】：西安工程大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.86;F721

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本文編號：1525252