I 摘要 近年来，兽药行业不但面临着大环境激烈的竞争，而且经受着行业本身的改变。首 先，兽药行业的养殖模式在改变，由农户自给自足的散养方式向规模化、专业化养殖方 式的转变；其次，兽药行业的营销模式在改变，由之前的渠道模式逐渐走向直销模式； 再者，兽药行业出现了从业人员工作倦怠以及核心员工流失的现象。兽药公司在面对行 业变化的情况下，需要更加科学合理的管理制度来增强公司的核心竞争力。营销人员作 为公司与客户之间最直接的接触者，是企业业绩的关键执行者，代表着公司的形象，是 公司的重要人力资源。那么如何科学的调动营销人员工作积极性是兽药行业公司发展之 本，更是公司人力资源的管理核心。 本文借鉴国内外学者关于营销人员绩效考核研究成果，以江西利菲生物药业公司营 销人员作为研究对象，采取访谈、实地调研、发放调查问卷等多种形式对公司营销人员 绩效考核进行全面分析。在此基础上查找出了目前公司营销人员绩效考核存在的问题主 要表现在五个方面：一是绩效考核指标不科学；二是指标权重不合理；三是考核过程中 公平性不够；四是考核结果缺乏反馈；五是考核结果仅与收入相关。这些问题影响着公 司的发展，给公司管理带来了困扰。针对存在的问题，利用平衡计分卡和关键绩效指标 法两者相结合的方式对营销人员绩效考核指标进行了梳理、重新设定，然后根据专家打 分法确定指标权重，随后确定了考核标准、考核周期、考核结果反馈与应用机制，最后 提出了方案落实的保障措施。 本论文的主要创新点是在兽药行业公司针对营销人员绩效考核采用了平衡计分卡 和关键绩效指标考核法两者相结合的方式来设定营销人员绩效考核指标，考核指标中不 单只有财务维度指标，还有客户维度指标、内部流程维度指标、营销人员的学习与成长 维度指标，结果丰富了营销人员绩效考核指标。希望本文的研究能提高公司营销人员工 作的主观能动性，减少员工流失，提高公司竞争力，同时也希望为该行业的其他公司提 供参考的样本。 关键词：兽药公司；营销人员；绩效考核；考核指标 Abstract II Abstract Inrecentyears,theveterinarymedicineindustrynotonlyfacesthefiercecompetitionin thebigenvironment,butalsoexperiencesthechangeoftheindustryitself.First,thebreeding modeloftheveterinarymedicineindustryischanging,Thechangefromself-sufficient free-rangefarmingtolarge-scaleandspecializedfarming;Second,themarketingmodelofthe veterinarymedicineindustryischanging,fromthepreviouschannelmodeltothedirectsales model,inaddition,theveterinarymedicineindustryhasemergedthephenomenonofjob burnoutandcorestaffloss.Veterinarydrugcompaniesinthefaceofindustrychanges,the needformorescientificandreasonablemanagementsystemtoenhancethecompany'score competitiveness.Asthemostdirectcontactbetweenthecompanyandcustomers,marketing personnelisthekeyexecutorofenterpriseperformance,representstheimageofthecompany, Itisthecompany'simportanthumanresources.Sohowtomobilizethescientificenthusiasm ofmarketingstaffisthebasisforthedevelopmentofveterinarymedicinecompanies,butalso thecoreofhumanresourcesmanagement. Basedontheresearchresultsofdomesticandforeignscholarsontheperformance appraisalofmarketingpersonnel,thispapertakesthemarketingpersonnelofJiangxiLifei BiologyPharmacyCompanyastheresearchobject,adoptinterview,on-the-spotinvestigation, issuethequestionnaireandsoonmanykindsofformstocarryonthecomprehensiveanalysis tothecompanymarketingpersonnelperformanceappraisal.Onthisbasis,theauthorfindsout theproblemsexistingintheperformanceappraisalofthecompany'smarketersinthe followingfiveaspects:First,theperformanceappraisalindexisnotscientific;Fourth,the assessmentresultslackoffeedback;fifth,theassessmentresultsareonlyrelatedtoincome. Theseproblemsaffectthedevelopmentofthecompany,andbringperplexitytothecompany management.Inviewoftheexistingproblems,thispaperusesthemethodofcombining balancedscorecardandperformanceindicatortocombandresettheperformanceevaluation indexofthemarketingpersonnel,andthendeterminestheweightoftheindexaccordingto theexpertscoringmethod,thentheassessmentcriteria,assessmentcycle,assessmentresults feedbackandapplicationmechanismaredetermined.Finally,thesafeguardmeasuresforthe implementationoftheschemeareputforward. Themaininnovationofthispaperisthattheveterinarymedicinecompaniesadoptthe methodofcombiningthebalancedscorecardandtheperformanceindicatortosetthe performanceevaluationindexforthemarketingpersonnel,therearenotonlyfinancial dimensionindex,butalsoCustomerDimensionIndex,InternalProcessDimensionIndex,and Marketer'slearningandGrowthDimensionIndex.Ihopethatthisstudycanimprovethe workofthecompany'smarketingstaffsubjectiveinitiative,reducestaffturnover,improvethe competitivenessofthecompany,butalsohopetoprovidereferencesamplesforother companiesintheindustry. Abstract III KeyWords:veterinarydrugscompany；marketer；performanceappraisa；appraisalindex 目录 IV 目录 第1章绪论........................................................................................................................1 1.1研究背景及意义..................................................................................................1 1.1.1研究背景..................................................................................................1 1.1.2研究意义..................................................................................................1 1.2国内外研究现状..................................................................................................2 1.2.1国外研究现状..........................................................................................2 1.2.2国内研究现状..........................................................................................4 1.2.3文献述评..................................................................................................5 1.3研究内容与方法..................................................................................................5 1.3.1研究内容..................................................................................................5 1.3.2研究方法..................................................................................................6 第2章营销人员绩效考核相关概念与理论基础............................................................8 2.1基本概念..............................................................................................................8 2.1.1绩效的概念..............................................................................................8 2.1.2绩效考核的概念......................................................................................8 2.1.3营销人员的概念......................................................................................8 2.2绩效考核方法......................................................................................................9 2.2.1目标管理法..............................................................................................9 2.2.2360度绩效评估法...................................................................................9 2.2.3关键绩效考核法....................................................................................10 2.2.4平衡计分卡法........................................................................................11 第3章江西利菲生物药业公司营销人员绩效考核现状及问题分析..........................14 3.1江西利菲生物药业公司的基本情况................................................................14 3.1.1公司简介................................................................................................14 3.1.2公司组织架构........................................................................................14 3.1.3公司营销人员的构成............................................................................16 3.2江西利菲生物药业公司营销人员绩效考核现状调查....................................17 3.2.1现行的绩效考核....................................................................................17 3.2.2绩效考核标准和计算方法....................................................................20 3.2.3针对营销人员绩效考核现状的问卷调查分析......................................21 3.3营销人员绩效考核现状存在的问题................................................................26 3.3.1绩效考核指标不科学............................................................................26 目录 V 3.3.2指标制定的权重不合理.............................................