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毕业论文-新洋机械厂营销人员绩效评估体系的建立，共32页，22246字
摘要：营销人员绩效体系的建立，尤其在企业初步发展阶段，是至关重要。营销人员是企业产品实现成功营销的关键因素，在实现产品到货币的转化中肩负着非常重要的任务。如何充分调动营销人员的工作积极性，增强营销人员的工作满意度，提高营销人员的工作业绩，建立良好的营销人员绩效评介体系，是每个厂商亟待解决的问题。
论文采用理论结合实际的方式，从新洋机械厂营销人员绩效评估体系方面的现状出发，并结合人力资源和营销管理学相关知识，运用绩效评估的各项基本原理及在企业的实习调查，首先提出企业目前所存在的几类大的问题，类似绩效指标不全面，缺乏定性指标和定量指标的结合等。为解决此类问题，运用层次分析法（AHP）重新确定新洋机械厂的绩效评估指标，并对该指标体系进行评价，确保其可行性。在此基础上，结合本人在新洋机械厂的现场实习，再加网上和图书馆借阅图书查询资料，为新洋机械厂建立一个新的适合该企业的营销人员绩效评估体系。最后运用实施该体系，在运用过程中，合理解决实施过程中遇到的困难，从而改善该企业目前所处的困境。
关键词：人力资源；营销人员；绩效评估

The establishment of marketing staff’s performance evaluation system of Xinyang Machinery Factory
Abstract: The establishment of marketing staff’s performance evaluation system especially crucial to a company is important to every company.. Enterprise product marketing personnel are the key factors to achieve successful marketing, and play a very important role in the products currency conversion. How to fully mobilize the marketing staff enthusiasm, enhance the job satisfaction of marketing staff, establish a good performance evaluation system, manufacturers are in urgent need of solution for each problem.
In this paper, the theory in practical ways, through the new marketing staff foreign machinery plant performance evaluation system of the current situation, combined with the management of human resources and marketing-related knowledge, the use of performance evaluation and the basic principles of the practice in the enterprise survey, first proposed the existence of enterprises by types of major issues, such performance indicators are not comprehensive, the lack of qualitative indicators and quantitative indicators, such as the combination. To address such problems, the use of Analytical Hierarchy Process (AHP) to identify new foreign machinery plant indicators of performance evaluation and the evaluation index system to ensure its feasibility. On this basis, the combination in the new mechanical plant on-site training, and library books online and query the information for the xinyang machinery plant suitable for the establishment of a new corporate marketing staff to assess the system performance. Finally, the implementation of the system, in the use of process, a reasonable solution to the implementation of the difficulties encountered in order to improve the plight of enterprises.
Key words: Human Resource; Marketing Staff; Performance Evaluation; 

目 录
1 绪论 1
1.1 引言 1
1.2 绩效评估在国内外研究状况综述 1
1.2.1 国外研究状况 1
1.2.2 国内研究状况 2
1.3 论文研究的意义 2
1.4 论文的研究内容 2
2 绩效评估的理论基础 3
2.1 绩效评估的简介 3
2.2 绩效评估方法 4
2.3 绩效评估流程的设计 5
2.3.1 绩效评估流程设计中的原则 6
2.3.2 绩效评估程序流程中的四个阶段 6
2.4 绩效评估的步骤 9
3 新洋机械厂营销人员绩效评估体系的建立 10
3.1 企业简介 10
3.2企业绩效评估现状和问题分析 10
3.3 新洋机械厂绩效评估体系的设计思路 11
3.4 新洋机械厂绩效评估体系的设计过程 12
3.4.1 评估导向的确立 12
3.4.2 指标提取与筛选 13
3.4.3 指标权重的确定 14
3.4.4 关键绩效指标KPI的选择 19
3.5 对新建立的评估体系进行评价 20
4 新洋机械厂新建立营销人员绩效评估体系的实施运用 21
4.1新体系在实践中存在的困难及成功实施的保证 21
4.2 新洋机械厂绩效评估新体系的运用 23
4.2.1 确定被评估者 23
4.2.2 评估及奖励办法 23
4.2.3 绩效面谈 23
4.3 对新建立的绩效评估体系运用效果进行评价 24
5 总结 25
参 考 文 献 26
致 谢 27