对于药业公司来说，企业的营销团队成员是在企业和顾客间搭建起来的一 座重要沟通桥梁，直接代表着企业的形象与企业的品牌。因此，药业公司需要 加强营销团队成员的个人专业素质与工作效率，即要加强营销团队的绩效考核 管理工作。而其中，团队成员绩效考核优化主要是指优化企业员工绩效考核标 准，激励企业团队成员的参与度，提高企业营销团队成员工作积极性与工作满 意度，进而最终实现企业效益最大化的目的。 本文使用了案例研究法、文献综述法，利用问卷调查这一工具，结合团队理 论论述了甘肃扶正药业营销团队绩效考核优化方案设计。本文主要通过研究甘肃 扶正药业营销团队绩效考核机制现状以及调查分析，得出甘肃扶正药业营销团队 绩效考核存在：营销团队绩效考核指标设置不合理、考核对象不全面、营销团队 绩效考核方式不合理、考核结果不能有效利用等问题。进而根据存在的问题，与 企业相关负责人进行沟通，对营销团队绩效考核进行方案优化，包括目标与原则、 绩效考核方法的优化方案、绩效考核指标的优化、操作流程的优化、结果应用的 优化等内容。同时，还提出了该优化方案的实施保障，这是决定团队绩效考核优 化保持长效运行机制的基础性条件。 关键词：甘肃扶正药业；营销团队；绩效考核MBA 学位报告 作者：胡静 甘肃扶正药业营销团队绩效考核优化方案设计 II Abstract For pharmaceutical companies, the marketing team members of enterprises are an important communication bridge between enterprises and customers, which directly represents the image of the enterprise and the brand of the enterprise. Therefore, the pharmaceutical companies need to strengthen the marketing team members of the individual professional quality and efficiency. That is, to strengthen the marketing team performance appraisal management. Which team members to optimize performance evaluation mainly refers to the optimization of performance appraisal standard of enterprise participation, encourage enterprises to improve team members, members of the marketing team work enthusiasm and work satisfaction, and ultimately achieve the benefit maximization of enterprise objective. This article uses the case analysis method, literature review method and the questionnaire survey method, combined with the team theory to discuss the Gansu Fuzheng pharmaceutical marketing team performance appraisal optimization program design. This article mainly through the study of Gansu Fuzheng pharmaceutical marketing team performance appraisal mechanism status and investigation and analysis, The results show that the performance evaluation of marketing team is unreasonable, the evaluation object is not comprehensive, the marketing team performance appraisal method is unreasonable, the examination result can not be effectively utilized and so on. And then according to the existing problems, communicate with the enterprise's relevant responsible person, the evaluation of the performance of the marketing team is carried out, including the optimization of the objectives and principles, the performance appraisal method, the optimization of the performance appraisal index, the optimization of the operation process and the optimization of the results. At the same time, also put forward the implementation of the optimization program protection, which is to determine the team performance evaluation to maintain long-term operation mechanism to maintain the basic conditions. Key words: Gansu Fuzheng pharmceutical industry;Marketing team;Performance evalutionMBA 学位报告 作者：胡静 甘肃扶正药业营销团队绩效考核优化方案设计 III 目 录 一、引言.................................................1 （一）研究背景与意义.......................................................................................1 （二）研究目的...................................................................................................2 （三）文献综述...................................................................................................4 1、关于绩效评估的研究............................................................................... 4 2、关于绩效评估与员工激励的研究........................................................... 5 3、团队绩效................................................................................................... 6 （四）研究内容与方法.......................................................................................8 1、研究内容................................................................................................... 8 2、研究方法................................................................................................... 9 二、团队绩效考核理论基础 ................................10 （一）团队绩效考核相关概念.........................................................................10 （二）团队绩效考核主要方法.........................................................................10 1、平衡计分卡............................................................................................. 10 2、关键绩效指标法..................................................................................... 11 3、目标管理法............................................................................................. 12 4、360 度考核法.......................................................................................... 13 三、甘肃扶正药业营销团队绩效考核机制现状评价 ............15 （一）甘肃扶正药业概况.................................................................................15 1、甘肃扶正药业基本情况......................................................................... 15 2、甘肃扶正药业发展目标......................................................................... 15 3、甘肃扶正药业组织运作......................................................................... 15 4、甘肃扶正药业营销团队概况................................................................. 16 （二）甘肃扶正药业营销团队绩效考核现状描述.........................................17 1、甘肃扶正药业营销团队现行考核制度................................................. 17 2、甘肃扶正药业营销团队现行绩效考核的实施..................................... 17MBA 学位报告 作者：胡静 甘肃扶正药业营销团队绩效考核优化方案设计 IV （三）甘肃扶正药业营销团队绩效考核机制运行的调查方案设计.............19 1、调查目的................................................................................................. 19 2、问卷设计................................................................................................. 19 3、调查的实施............................................................................................. 19 4、调查样本................................................................................................. 20 5、甘肃扶正药业营销团队绩效考核调查的分析..................................... 20 （四）甘肃扶正药业营销团队绩效考核存在问题总结.................................22 1、营销团队绩效考核指标设置不合理..................................................... 22 2、考核对象不全面..................................................................................... 22 3、营销团队绩效考核方式不合理............................................................. 23 4、考核结果不能有效利用......................................................................... 23 四、甘肃扶正药业营销团队绩效考核方案优化 ................25 （一）甘肃扶正药业营销团队绩效考核方案优化目标与原则.....................25 1、优化设计目标......................................................................................... 25 2、优化基本原则......................................................................................... 25 3、优化设计理念......................................................................................... 27 （二）甘肃扶正药业营销团队考核方案优化的内容.....................................28 1、绩效考核方法的优化方案..................................................................... 28 2、绩效考核指标的优化............................................................................. 30 3、绩效考核操作流程的优化..................................................................... 32 4、绩效考核结果应用的优化..................................................................... 35 五、甘肃扶正药业营