论文部分内容阅读
自2001年底加入世界贸易组织(wTO)至今近十年来,我国企业面临着更趋多元化、白热化的市场竞争,处在市场一线的营销队伍的作用与地位也被受到前所未有的重视。因此,营销人员的管理与激励问题也成为企业颇为重要的管理议题。本文依据现代绩效管理的主要理论和工具,包括平衡计分卡、关键绩效考核、联合基数确定法等,结合中国电信的特点,对其市场营销人员的绩效管理体系进行了全面而深入的研究,并根据所发现的问题对绩效管理体系的设计作了大胆而严谨的设想。
Since the WTO accession to the World Trade Organization (WTO) in late 2001, the Chinese enterprises are facing more diversified and intense competition in the market. The role and status of marketing teams in the market have also been given unprecedented attention. Therefore, the issue of management and motivation of marketers has also become a very important management issue for enterprises. Based on the main theories and tools of modern performance management, including balance scorecard, key performance appraisal and joint cardinality determination method, this dissertation conducts a comprehensive and in-depth research on the performance management system of marketers based on the characteristics of China Telecom. According to the discovered problems, the design of the performance management system is made bold and rigorous.