最新营销绩效论文范文

营销绩效提升测评研究——营销管理人员绩效提升测评
摘要 营销绩效测评是针对营销人员的工作特性选择合适的人员绩效测评指标和评价方法，对营销管理人员的绩效进行评价分析，确定该人员的工作绩效并给与针对性对策以及评价系统的保障机制构建。文中概述了绩效测评和绩效管理理论及绩效考核体系的优势，确立了营销人员在绩效测评中的重要地位。介绍了绩效测评的技术、绩效测评的设计以及绩效考核角度、指标。总结了绩效考核中常见的误区如：指标体系难于建立、企业的薪酬政策对员工既无激励作用，又无稳定作用、信息不对称带来的误差、绩效测评定位的模糊与偏差、晕轮效应、绩效考核的信度与效度、趋中误差、首因效应和近因效应、对考核定位的模糊与偏差。根据考核的误区提出了提高营销管理人员绩效的几个方法有如下几种：量化绩效软指标、设计合理的考核体系、激励体制的配套、制定SMART目标、公开、直接和坦诚地交流、建设性地评价低绩效的营销管理人员、注意企业文化建设。对考核结果，企业要对结果进行合理的利用使考核结果为企业的目标服务，不仅要对结果进行使用，企业还要作出反馈，对考核的结果进行处理；针对考核结果反映出的问题对绩效管理系统进行诊断，使之不断得到发展和完善。
关键词：营销绩效 绩效测评 绩效考核体系 考核指标 激励体制
The Marketing Performance Promotes and Appraisal Studying ——Performance, Administrative Staff of Marketing , Promote and Appraisal Abstract Marketing performance is it choose suitable person performance appraisal the index and appraise the method to marketing performance characteristics of personnel to appraisal, appraise analyzing to the performance of the administrative staff of marketing, confirm the working performances of this personnel and administrate the pertinence countermeasure and appraising systematic security mechanism to structure. Have summed up performance testing and assessing and performance management theory and advantage of the performance appraisal system in the article, important status of establishing marketing personnel while testing and assessing in the performance. Introduce technology, design and performance that performance tests and assesses that performance test and assess examine the angle, index. Common mistaken idea while summarizing the performance and examining: index system difficult to set up ； salary policy of enterprise, there is no stabilization, error that to staff for function of encouraging ； the error brings from information asymmetry, performances appraisal’s the fuzzy and deviation of evaluating the location, halo effect, letter degree which examine in performance with result degree, inside error, pieces in not hastening because effect and immediate cause effect, to examining by fuzzy and deviation that making a reservation. Have proposed improving several methods of the marketing administrative staff's performance according to the mistaken idea examined: quantization performance soft quota, designs the rational appraisal system, complete network of encouraging the system, makes SMART goal, open direct getting candid to exchange, appraise the marketing administrative staff whose performance was not very good, pay attention to enterprise's cultural construction constructive. To the result of appraisal, enterprises should go on the rational one to the result by making the result of appraisal serve for the goals of enterprises, not only to use the result, but also to make feedback. To go on dealing the result that came from the appraisal. The administrative system of the performance is diagnosed to direct against the question that the result of appraisal be reflected correctly, make it developed and perfected constantly. Key words: Marketing performance performance appraisal performance appraisal system appraisal the index encouraging the system