【正文】 上海海事大學碩士畢業(yè)論文 BG集團 營銷人員績效管理體系探析 I 摘 要 隨著國內外經(jīng)濟形勢的不斷變化和企業(yè)規(guī)模的不斷擴大， BG 集團受原有對營銷人員績效管理體系的限制， 出現(xiàn)了銷售量逐年上升而銷售利潤率卻與其背道而馳的局面。 由于對各崗位職責分析模糊、目標市場定位不明確所產(chǎn)生的對營銷人員績效管理對營銷人員不具有激勵性，使得他們對市場的開拓精神大減，所以需要對舊的績效管理體系進行優(yōu)化，以達到不斷適應現(xiàn)代市場經(jīng)濟發(fā)展的需求。 本文通過對 BG 集團經(jīng)營情況的概述、對現(xiàn)有的營銷人員績效管理體系狀況進行描述以及企業(yè)現(xiàn)有人力資源現(xiàn)狀進行分析，在對傳統(tǒng)績效管理體系、現(xiàn)代績效管理方法的研究 和分析的基礎上，結合危險化學品生產(chǎn)企業(yè)的特點和要求，運用德爾菲法建立數(shù)學模型對現(xiàn)有的績效管理體系進行評價，從而找出存在的問題。然后 再 根據(jù)分析的結果對 BG 集團的戰(zhàn)略目標分解、對現(xiàn)有的崗位職責進行劃分、對目前的目標市場進行定位、對具體的績效考核體系的內容進行適當?shù)母倪M和完善。這樣從優(yōu)化企業(yè)結構、提高企業(yè)運作效率、增加市場份額和提高產(chǎn)品銷量上達到了令人滿意的效果。 本文共分七個章 節(jié)。第一章節(jié)提出研究問題的背景和方法以及國內外研究的現(xiàn)狀。 第二章 是 相關理論綜述，包括績效管理的概念、意義和流程， 影響營銷人員績效考核的因 素和績效管理的關鍵要素及普遍存在的問題。 第三章重點對 BG 集團現(xiàn)有的人力資源現(xiàn)狀、績效管理情況進行分析。 第四章是 通過德爾菲法設定評價指標，建立數(shù)學模型對現(xiàn)存的績效管理體系進行總體評價。 第五章根據(jù)數(shù)學模型得分低的指標進行分析，找出 BG 集團績效管理問題的原因。第六章根據(jù)對 BG 集團現(xiàn)有的績效管理體系分析的情況進行針對性地改進。第七章對 BG 集團營銷人員績效管理體系進行總結，提出績效管理體系運行的建議以及保障績效管理體系良好運作的保障。 關鍵字 ： 績效管理 ， 德爾菲法 ， 營銷 上海海事大學碩士畢業(yè)論文 BG集團 營銷人員績效管理體系探析 II ABSTRACT With the changing domestic and international economic situation and the continued expansion of enterprise scale, BG Group, subject to the existing performance management system of marketing personnel constraints, there has been increased year by year while the sales profit rate of sales has its opposite situation. Because of the ambiguous job responsibilities, target market positioning uncertainty arising from the performance management of marketing staff do not have the incentive marketing staff so that they greatly reduced the market39。s pioneering spirit, so the need for the old performance management system optimized constantly adapt to meet the needs of a modern market economy. Based on the operation of BG Group, an overview of the existing marketing staff performance management system to describe the situation, and corporate status of existing human resources, performance management systems in traditional and modern methods of performance management research and analysis on the basis of , bined with dangerous chemicals production characteristics and requirements of enterprises, using the Delphi method to establish mathematical model of the existing evaluation of the performance management system to identify problems. Then the analysis of the results of BG Group39。s strategic objectives of the deposition, the existing job responsibilities to be divided, on the current target market positioning, on the specific content of performance appraisal system appropriate improvement and perfection. This optimization of enterprise structure, and improving operational efficiency, increase market share and increase product sales reached a satisfactory result. There are seven chapters in the one describes the background, methods, and methods of the present situation at home and abroad。 Chapter two review of relevant theories, including the performance management concept, meaning and process impact of the factors that marketing staff performance appraisal and performance management of key elements and mon problem. Chapter three focuses on the BG Group, the current status of human resources, performance management analysis。chapter four uses the evaluation index, a mathematical model of the existing performance management system, an overall evaluation. Chapter five is mathematical model based analysis of the indicators of low scores to identify BG Group39。s performance management problem. Chapter six is the BG Group, based on existing performance management system of targeted improvement of the situation. Chapter seven is the 上海海事大學碩士畢業(yè)論文 BG集團 營銷人員績效管理體系探析 III BG Group39。s marketing staff to sum up the performance management system is proposed to run the proposed performance management system and the protection of wellfunctioning performance management system protection. Yuan Li ping (Major in Enterprise Management) Directed by Zhuang Jia Fang KEY WORDS: Performance management ， Delphi method， Marketing 上海海事大學碩士畢業(yè)論文 BG集團 營銷人員績效管理體系探析 IV 目 錄 摘 要 ................................................................. I ABSTRACT .............................................................. II 第 1章 引 言 ......................................................... 1 .................................................. 1 ............................................... 1 ............................................... 2 .................................................. 2 ................................................ 3 第 2章 相關理論綜述 ................................................... 4 ........................................................ 4 ......................................... 4 ......................................... 4 ......................................... 4 .......................................... 5 ............................................ 6 .............................. 7 ..................................... 7 ............................... 7 .................................................... 8 第 3章 BG集團營銷人員績效管理體系現(xiàn)狀 ................................ 10 ..................................................... 10 .............................................. 10 .......................................... 10 ........................................... 11 ................................................... 13 第 4章 構建對營銷人員績效管理體系的評價模型 .......................... 15 ....................... 15 對 BG集團營銷人員績效管理體系評價的指標體系 .................... 15 ............................................ 16 ...................................