随着全球经济一体化以及网络经济的迅速发展壮大,企业间的竞 争不仅仅是市场资源!市场占有率之间的竞争,更加是人力资源的竞 争其突出表现就是网络营销人员的竞争网络是一个超边界的体系, 企业与消费者!供应商!分销商之间,进而企业与环境之间不再存在 严格的界限网络的超边界性从根本上改变了既有的营销格局和运行 方式 互联网企业网络营销工作内容繁杂,牵涉到企业各个方面!各个 环节的工作,是企业最重要的资源和企业效益的直接来源,如何公正! 公平的衡量营销人员的业绩,并给以客观的评价,从而提高企业网络 营销人员的满意度,最大限度的调动其积极性!主动性,是每个企业 首先要考虑的问题 针对上述问题,本文从绩效以及绩效考核的相关理论入手,在分 析了互联网企业以及营销人员绩效考核相关特性的基础上,运用实证 研究,对长沙CSAI公司的绩效考核方案进行了深入研究首先通过 调查问卷充分调研了长沙CSAI公司原有绩效考核方案中存在的问 题,进而提出公司绩效考核方案的优化设计思路然后结合公司发展 战略,以BSC方法为主,结合KPI方法设计了一套基于公司战略目标 的绩效考核方案同时,为了确保该绩效考核方案落到实处,本文还 就实施绩效考核方案所需具备的条件,以及绩效考核结果的运用进行 了分析最后,对长沙CSAI公司绩效考核方案实施效果进行了跟踪 与评价,并得出本文的结论 关键词长沙CSA工公司,网络营销,营销人员,绩效考核ABSTRACT WiththeintegrationofglobaleeonomyandtheraPiddeveloPment ofnetworkeeonomy,theeomPetitionamongenterprises15notonlythe eomPetitionofmarketresoureesandmarketshare,butalsothe eomPetitionofhumanresourees,withitsoutstandingPresentationinthe eomPetitionofnetworkmarketingstaffwork15anover-boundaries system,50there15nostrietboundarybetweenanenierpriseand eonsumers,suPPliersordistributors,andeventheenierpriseandthe enVironment.Theover-boundariesfeatureofthenetworkhasbasically ehangedtheexistingmarketingPattemandoPerationway. ThenetworkmarketingofIntemetenterprises15quitecomPlieated, whiehinvolvesvariousareasandlinksofenterprisesandwhieh15the mostimPortantresourceofenterprisesandthedireetsoureesof enterprisebenefit.Theissuetobefirstlyeonsideredbyeveryenterprise15 tojustlyandfairlyweighandobjeetivelyevaluatetheaehievementof marketingstaff50astoimProvethesatisfactionofenterprisenetwork marketingstaffandarousetheirinitiativetothegreatesteXtent. AimingatthesaidProblems,thisPaPerhasstudieddeePlythe Performanee即PraisalsehemeofChangshaCSAIComPanybywayof thePositiveresearehonthebasisofanalyzingtherelatedcharacteristics ofPerformaneeaPPraisalforInternetenterprisesandmarketingstaffby ProeeedingfromtherelevanttheoriesofPerformaneeandPerformance aPPraisal.Aquestiolinairesurveywasconductedfirstlytoinvestigateand studytheexistingProblemsintheoriginalPerformaneeaPPraisalseheme andanoPtimizationdesignideaofthePerformanceaPPraisalsehemewas ProPosed.Andthen,basedonBSCmethodandthedeveloPmentstrategy oftheComPany,anewsetofaPPraisalschemewasdesignedin eombinationwiththeKPImethod.ThisPaPerhassimultaneously analyzedtheneeessaryconditionsforcarryingoutthePerformanee aPPraisalsehemeandtheaPPlieationofPerformanceaPPraisalresult,too, inordertoensurethefulfillmentofthisseheme.Finally,theimPlementationeffeetofPerformaneeaPPraisalsehemeofChangsha CSAIComPany15followeduPandevaluated,andtheeonelusion15 drawninthisPaPer. KEYw0RDSChangshaCSAICompan又Networkmarketing, Marketingstaff,PerformaneeaPPraisal目录 摘要......................................................................................................................i ABSTRACT............................................................................................................11 第1章导论.........................................................................................................1 1.1研究背景...........................................................................................#....1 1.2文献综述...................................................................................................1 1.2.1绩效的理论研究........................................#1 1.2.2绩效考核的发展....................................#2 1.2.3国内外绩效考核的研究现状.........................................................3 1.3研究目的与意义.......................................,..........................................6 1.3.1研究意义.........................................................................................6 1.3.2研究目的.....................................................................................7 1.4研究方法及内容安排...............................................................................7 第2章互联网企业以及营销人员绩效考核问题分析.....................................10 2.1互联网企业营销特征.............................................................................10 2.1.1营销理论的研究...........................................................................10 2.1.2互联网企业营销与传统营销的区别...........................................11 2.1.3互联网企业营销中的问题...........................................................11 2.2互联网企业营销人员特性分析..............................................................13 2.2.1互联网企业营销人员特点...........................................................13 2.2.2互联网企业营销人员目前存在的问题.......................................14 2.3营销人员绩效考核的特征分析..............................................................15 2.3.1营销人员绩效考核的目的...........................................................15 2.3.2营销人员绩效考核的用途...........................................................16 2.3.3营销人员绩效考核的基本原则...................................................18 2.3.4营销人员绩效考核的特征与要求...............................................18 2.3.5营销人员绩效考核的一般程序........,....................................19 第3章长沙CSAI公司营销人员绩效考核现状分析......................................21 3.1长沙CSAI公司的基本概况..................................................................21 3.2长沙CSAI公司营销人员岗位描述......................................................22 3.2.1营销部主要岗位结构图...............................................................223.2.2营销部职能描述...........................................................................23 3.2.3营销系统员工职能描述...............................................................24 3.3长沙CSAI公司营销人员绩效考核体系分析诊断...............,........26 3.3.1调查方法.......................................................................................26 3.3.2调查目的.......................................................................................27 3.3.3营销系统员工调查问卷设计.......................................................27 3.4长沙CSAI公司营销系统员工调查问卷综合分析二,...........................27 3.4.1长沙CSAI公司营销战略现状分析............................................28 3.4.2长沙CSAI公司营销优劣分析....................................................28 3.4.3长沙CSAI公司营销系统现状分析............................................30 第4章长沙CSAI公司营销人员绩效指标优化设计....................................35 4.1长沙CSAI公司绩效指标体系架构......................................................35 4.1.1确定绩效指标的原则,..............................................................35 4.1.2绩效指标体系设计思路...............................................................35 4.2长沙CSAI公司营销人员关键绩效指标体系.......................................36 4.2.1基于BSC的关键绩效指标法确定绩效指标.............................36 4.2.2营销总监关键绩效指标设置.......................................................37 4.2.3各部门经理关键绩效指标设置...................................................38 4.2.4营销代表关键绩效指标设置.......................................................39 4.3长沙CSAI公司营销人员能力指标体系..............................................40 4.4长沙CSAI公司营销人员态度指标体系.........................,..............41 4.5长沙CSAI公司营销人员绩效指标体系构建......................................42 第5章长沙CSAI公司营销人员绩效标准与指标权重设置..........................45 5.1长沙CSAI公司营销人员绩效指标评价标准......................................45 5.1.1定量指标标准设置............................