摘要
X 旅游传媒公司营销人员绩效考核研究
改革开放以来，一大批中小微企业如雨后春笋般登上了经济建设的舞台，各种中
小型企业蓬勃发展。随着人民生活水平的提高，越来越多人厌倦了喧嚣的都市环境和
人造景观的城市居民，更愿意追求高质量以及安逸的生活，从而选择利用周末这种小
假期走进乡村，体验农村生活。而我省的农村资源非常丰富，在国内旅游市场尤其是
乡村旅游市场节节升温的环境下，X 旅游传媒公司创始人结合其长期从事旅游工作的
经验，认为乡村旅游市场这块蛋糕会越来越大，利润空间很高，从而设立了该公司。
但是，在中小企业蓬勃发展的同时，与之相对应的是自身存在的问题。作为小型服务
行业新媒体公司，X 旅游传媒公司具有大多数处于创业初期的小型企业的生存短板。
如由于规模小、资金不足等经济环境的影响和制约，企业在成立1年内处于不盈利状
态。而在人力资源管理方面，为了节约运营成本，企业对于人力资源的招聘、薪酬绩
效等环节压缩成本，从而导致公司人员流动性极大。
为了改善公司人力资源现状，本文从对该公司营销人员的绩效考核体系这一方面
的研究出发，借鉴国内外绩效考核现状，通过对绩效考核的相关理论进行分析和学习，
明确原有考核办法中存在的问题和漏洞并加以改善，再设计出更适合公司战略和内外
部环境、有利于企业发展的一套新的绩效考核办法。
本文具体的结构阐述如下：
第一章：绪论。在本章节，首先分析了研究的选题背景、目的与意义。提出最主
要意义在于成功解决 X 旅游传媒公司销售人员的绩效考核问题，从而使员工以及公司
的绩效都得到提升，来进一步提高公司在行业中的竞争地位和竞争优势。其次，对目
前国内外绩效考核现状进行了概述，并简单解释了关键绩效指标法、目标管理法、360
度管理法等绩效考核办法的含义。第三，阐述了本文的研究思路和方法，并提出了本
文研究的创新点，在研究对象上选择了服务行业的营销人员，在研究方法上采用了访
谈法。最后进行研究的文献综述。
第二章：绩效考核相关理论概述。在本章节，首先对绩效考核这一概念进行了概
述，即对工作中的人和人的工作进行评价。其次，阐述了企业营销人员绩效考核的目
的与意义。主要包括战略目的、管理目的以及开发目的。第三，对企业营销人员绩效II
考核的各种方法进行了比较并分析各方发的优势和劣势。主要包括比较法、关键事件
法、等级择一法、目标管理法和关键绩效指标法。第四，简要概述了绩效考核的组织
与实施过程，要实现考核体系的良性运转，有赖于合理的组织和实施，并在考核结束
后进行有效的反馈与沟通。第五，概述了绩效考核的结果的运用，主要在于三个方面：
战略的贯彻、管理和能力的开发。最后点明绩效考核与激励的关系，绩效考核和激励
是人力资源管理中重要的两个环节，对组织效率的提高起着重大的作用。
第三章：X 旅游传媒公司营销人员绩效考核现状及评价。在本章节，首先对 X 旅
游传媒公司的情况进行了简要的概述，接着介绍了公司营销人员的岗位构成及关键绩
效指标的分析。随后以点到面的介绍了 X 旅游传媒公司绩效考核现状以及该考核办法
的实施情况。在绩效考核办法实施的过程中存在的问题主要有：领导重视程度不足、
公司内组织流程过于简单、公司运行环境匮乏、考核缺乏公平公正性、考核主体过于
单一、考核方法片中结果导向等。最后得出 X 旅游传媒公司绩效考核现状问题重重，
严重影响了公司的可持续发展。
第四章：对 X 旅游传媒公司营销人员绩效考核体系的改进和再设计。本章节综合
前文对理论的有效利用和对原有绩效考核体系存在的问题和漏洞进行改善，制定了完
善了一套新的绩效考核体系。整体介绍了该绩效考核体系的设计原则和要素、考核周
期、考核关系及维度、考核程序、考核评分等内容，并着重介绍了其中营销人员的绩
效考核体系。最后在新的绩效考核体系试运行半年后对该体系进行了效果的反馈。
第五章：X 旅游传媒公司营销人员绩效考核方法推进的保障措施。在本章节，着
重分析了要使绩效考核办法顺利实施，所采取的各项保证措施，主要包括利用关键绩
效指标和360度考核法相结合的考核方式，并在考核办法执行的过程中不断完善。在
执行的过程中，要加强领导的支持和制度的建设以及宣传培训工作，以保证绩效考核
工作顺利推进。
第六章：结论与展望。该章节对全文的研究进行了全面的总结，并对未来该方向
的研究提出合理的展望。
关键词：
中小企业，营销人员，绩效考核，人力资源管理III
Abstract
The Study of the Performance Appraisal about the Salesmen
in X Tour and Media Company
Since China&39;s reform and opening-up policy, especially since the reform of the business
system in 2013, the enterprise registration changed from “attaches great importance to the
registration and despise management” to “attaches great importance to management and
despise the registration”. It greatly improved the high cost of the establishment on the
enterprise registration, complex programsand the uncertainty of the legal. It also reduced the
threshold of market access. A large number of micro, small and medium enterprises have
sprung up on the stage of economic development, and all kinds of small and medium
enterprises developmentvigorously . X tour and media company is established in that
environment. As well as small and medium-sized enterprise vigorous development, their
own problems come out. As a new media company on small service business about tourism
media company, X tour media company has the defect on most small company at the start-up
stage of the survival . Due to the influence of the economic environment-such as small scale,
insufficient funds and the restriction-the enterprise was not profitable established in 1 year .
In order to save operating costs, enterprise save cost in human resources recruitment and
performance-related pay in respect of human resources management, resulting in the
company personnel fluidity is great.
In order to improve the company&39;s human resources present situation, This paper starts
from the research on the performance appraisal system of the company&39;s marketing
personnel and Learn from domestic and foreign performance appraisal current situation. It
identify problems and vulnerabilities in existing assessment methods and improve them by
analyzing and studying the related theory of performance appraisal. Then design a new set of
performance assessment method which is more suitable for company strategy and internal
and external environment and beneficial to enterprise development.
In this paper, the concrete structure is as follows:
Chapter one: introduction
In this chapter, it firstly analyzes the selected topic background, research purpose and
the meaning. Then it puts forward the main significance is successfully solved X tourism
media company’s sales staff performance appraisal problems, so that the employees and theIV
company&39;s performance are improved. It can further improves the company&39;s competitive
position and competitive advantagein the industry. Secondly, This paper gives an overview
of the present situation of performance appraisal at home and abroad, and briefly explains
the meaning of performance assessment methods such as key performance indicators, target
management and 360-degree management. Thirdly, this paper expounds the research ideas
and methods of this article, and puts forward the innovation points of this paper. In the
research object, this paper selected the marketing personnel of the service industry . In the
research method , the interview method was adopted.. In the end, the literature review of the
research was carried out.
Chapter two: An overview of performance appraisal related concepts and marketing
personnel performance appraisal theory.
In this chapter, the concept of performance appraisal is summarized first, which is to
evaluate the work of people and people at work. Secondly, the purpose and significance of
performance appraisal of enterprise marketing personnel are expounded. It mainly includes
strategic purpose, management purpose and development purpose. Thirdly, it compares and
analyzes the advantages and disadvantages of the performance appraisal of enterprise
marketing personnel. It mainly includes comparative law, key event method, hierarchical
selection method, target management method and key performance index method. Fourth, a
brief overview of the organization and implementation of performance appraisal process, to
implement the inspection system of benign operation, depends on the reasonable
organization and implementation