从HQ广告公司的实际运营情况和现阶段的绩效考核管理状况出发，通过分析识别考
核过程中存在的突出问题，进而优化HQ广告公司的员工考核体系。本文立足于绩效考核
管理的相关理论基础上，聚焦于公司内部的员工绩效考评问题，以期实现对现阶段绩效考
核体系的完善和优化，提升公司员工的工作主动性和工作士气。首先，回顾了绩效考核管
理的相关理论基础，为下文优化绩效考核体系提供理论依据；其次，全面分析了HQ广告
公司现阶段绩效考核的现状，对存在的基本问题加以分析并找出潜在的原因；最后，从问
题出发对现阶段绩效考核体系进行优化，并提出有针对性的保障措施
综上，本文通过对HQ广告公司现行的绩效考核体系进行优化设计，以期能够提高员
工的工作主动性和积极性，提升工作效率和工作质量，并最终高效地实现公司整体目标
本研究是以HQ广告公司为研究对象，期望其成果可以在广告行业中得到应用和推广，对
其他广告公司的员工绩效考核管理实践提供有益参考
【关键词】HQ广告公司；绩效考核体系；优化设计；基层员工
【论文类型】应用研究
Abstract
II
Title:Researchontheoptimizationofperformanceevaluationsystem
forHenanHQadvertisingcompany
Major：MasterofBusinessAdministration
Name：ChunfengLiSignature:
Supervisor：A.Prof.PingzhiXueSignature:
Abstract
Withtheupgradingofinformationtechnology,undertheguidanceofthekeynational
industrysupportingpolicies,theadvertisingindustryhasbeeninrapiddevelopment,andare
facingmoreandmoreenvironmentalcompetition,greatcompetitionforhigh-qualitycore
talentsandmanagement,whichisoneofthemostimportantsubjects.Performance
appraisal,whichisagreatcomponentofperformancemanagementsystem,doesgoodto
effectiveinternalcontrol,improvethedegreeofinternalaggregation,andstrengthenthe
awarenessofmutualcooperation.Nothingcanbeyondcompetitionthanperformanceappraisal
inachievinggoalsinthecompany,helpingemployeesimprovetheirworkenthusiasmand
initiative,leadingtoacriticalroleincorecompetitivenessenhancement.
BasedontheactualoperationofHQadvertisingcompanyandthecurrentsituationof
performanceappraisalandmanagement,thispaperwilloptimizethestaffassessmentsystemof
HQadvertisingcompanybyanalyzingtheoutstandingproblemsintheevaluationprocess.In
addition,thispapertakestherelevanttheoryofperformanceappraisalandmanagementas
researchbase,focusingontheperformanceevaluationofemployeeswithinthecompany,in
ordertoachievethecurrentperformanceappraisalsystemtoimproveandoptimize,andfinally
enhancetheworkoftheinitiativeandmoraleinthecompany.Firstly,itreviewstherelevant
theoreticalbasisoftheperformanceappraisalmanagement,soastoprovidethetheoretical
basisfortheoptimizationoftheperformanceappraisalsystem.Secondly,itanalyzesthepresent
situationoftheperformanceappraisalofHQadvertisingcompany,analyzingthebasic
problemsandvaluingthepotentialreasons.Finally,basedontheproblems,thisarticlemay
optimizethecurrentperformanceappraisalsystem,andputforwardseveraltargetedprotection
measurestoensureitsapplication.
Tosumup,throughanalyzingtheHQadvertisingcompany'scurrentperformance
appraisalsystemandbeingreadytooptimizethedesign,thisarticlekeptonaviewtoimprove
theworkoftheinitiativeandenthusiasm,improveworkefficiencyandqualityofwork,and
西安理工大学工商管理硕士学位论文
III
ultimatelyefficientimplementationofthecompany'soverallgoal.BasedonHQadvertising
company,theresearchexpectsthattheresultscanbewellappliedandpopularizedinthe
advertisingindustry,andprovideusefulreferenceforotheradvertisingcompanies'performance
appraisalmanagementpractice.
【KeyWords】HQAdvertisingcompany;theoptimizationdesign;Performanceappraisal;
Juniorstaff
【ThesisType】ApplicationResearch
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