任何企业的运行与发展是以达成企业的绩效目标为根本目的，而企业绩效
目标的实现则依赖于每个销售单元的绩效提高。但是，企业只有对销售机构绩
效做出公正的鉴定与考评后，才能充分调动团队的积极性，指导销售机构有计
划的改进工作，才能达到人力资源的有效开发和管理，实现企业的最终目标。
科学合理的绩效评价，对企业的发展具有重要的战略意义。
本文在主要介绍中国啤酒行业特点及啤酒企业销售机构绩效评价体系的现
状及问题；并从几个方面介绍了绩效管理的一些理论和基本概况。对绩效管理
研究理论的发展趋势进行了展望；结合 A 公司的基本概况，介绍了其原有的销
售机构绩效评价体系，以及存在的问题及产生原因分析，并简单介绍新的绩效
评价体系-SEP；确立 SEP 评价目标，并将 SEP 八个模块的指标体系作以说明和
分析，将持续改进加入绩效管理循环中，构建一套完整的销售机构卓越绩效管
理体系。根据 A 公司绩效评价体系的运行效果进行分析，并提出改善建议并给
出了具体的应对措施和实例。最后给出目标企业销售卓越绩效管理实施的初步
结果分析，得出初步的结论，并对类似企业给出参考性的建议，指出未来绩效
研究和实践的趋势。
关键词：啤酒行业 销售机构 绩效评价体系 SEP
ABSTRACT
Chinese summary beer industry is marketing the earliest, most industries. Faced
with the fierce market competition, without strong local sales agency, is the corporate
strategy cannot be implemented and maintain of the fruits of victory. How established
powerful of sales institutions, how using perfect of management mechanism and
employing mechanism, attract more excellent talent, how for excellent talent provides
full played to of space and stage, how incentive excellent of talent constantly
aggressive, and constantly perfect, towards maximum personal and the team
performance, these problem of solution, key is a effective of performance
management system, especially performance evaluation and improved system of
established and implementation.
Operation and development of any business is to achieve the performance
objectives as a fundamental objective, the achievement of performance goals is
dependent on the performance of each sales unit improved. However, the enterprise
only to sales after the identification and evaluation of organization performance fairly,
to fully arouse the enthusiasm of the team, guiding the sales organizations are
planning to improve their work, to achieve the effective development and
management of human resources, achieving the ultimate goal of enterprise.
Performance evaluation of scientific and rational is of great strategic importance to
the enterprise.
This article mainly introduces the characteristics of the beer industry in China
and the beer enterprise sales organization present situation and problems of
performance evaluation system and describes some of the performance management
theory from several perspectives and basic profiles. Study on performance
management trends in the theory of vision; combined with a general overview of the
company, introduced its original sales organization performance evaluation system, as
well as existing problems and analysis of the causes of, and simply introduce the new
performance evaluation system-SEP; SEP evaluation objectives set and SEP eight
module a description and analysis of index system of continuous improvement to join
in the performance management cycle, build a complete sales performance
management system. According to a running analysis of the effects of company
performance evaluation system, and to make recommendations for improvements and
specific responses and examples are given. Finally, gives target companies
preliminary results analysis of sales performance management implementation, and
draw preliminary conclusions, and similar reference recommendation, pointing out
that future performance trends in research and practice. In the course of this research,
make recommendations for performance improvement, which are similar to a large
number of enterprises, can play a better reference.
Key words: beer enterprise; sales organization; performance evaluation system; SEP
==>>