摘 要
随着竞争的日益加剧，市场营销在企业经营中越来越重要，也越来越受到管理层的重
视，而成功的营销团队对企业营销起着至关重要的作用。然而企业营销又依赖于优秀的营
销团队，因此企业要在激烈的市场竞争中站稳脚跟，以适应全球经济一体化和网络化的大
环境，必须组建一个优秀的营销团队。如何让营销团队成员在在一个公平和谐的环境下创
造最大的效益，很重要的一点是对营销团队成员进行全面、公正而且科学的绩效评价。企
业营销团队成员绩效评价的主要目的是通过建立客观、公正的绩效评价体系，在科学评价
企业营销团队员对企业贡献的基础上，建立有效的激励机制，培养人才、提高效率、提高
公司整体竞争力、促进企业和营销团队的良性成长，实现团队规范化管理，最终使企业获
得更大利润。

文章首先对团队成员绩效评价和人工神经网络进行了概述，综述了绩效评价的一些传
统方法，整理和分析了神经网络的有关理论，其次针对评价模型，建立相应绩效评价的指
标体系，然后在论证了 BP 神经网络用于绩效评价的可行性的基础上构建了基于 BP 神经网
络的企业营销团队成员绩效评价模型， 最后结合案例对企业营销团队成员绩效评价模型
进行了实证分析，运用 MATLAB 软件完成了模型的程序实现，并结合案例对模型的准确
性和可行性进行验证，实证结果表明运用 BP 神经网络对企业营销团队成员绩效进行评价
具有可行性和较高的准确度。

关键词：营销团队 绩效评价 神经网络
Abstract
Enterprise’s marketing is becoming important increasingly in the business With increasing
competition, and it has taken serious attention from more and more management layer, so
successful marketing team plays a vital role in enterprise’s marketing. However, corporate
marketing relies on excellent marketing team, so companies have to set up an excellent
marketing team and gain a foothold in the fierce market competition in order to adapt to global
economic integration and network environment. How to make marketing team members create
the greatest benefits in a fair and harmonious environment, the most important for the member of
the marketing team is to conduct a comprehensive, fair and scientific performance evaluation.
The main purpose of performance evaluation is to acquire personal development and achieve
standardized management team through the establishment of an objective and fair performance
evaluation system, which ultimately enable enterprises to obtain greater profits.
This paper firstly summarizes some of the traditional methods of performance evaluation,
and analyses some theories of neural network algorithm and the corresponding mathematical,
and then establishes the index system for performance evaluation of enterprise’s marketing team,
then it proposes a performance evaluation model of enterprise’s marketing team members based
on BP neural network, finally it operates the empirical analysis using MATLAB software to
complete the implementation of the program model to verify the accuracy and feasibility of the
model, it proves to have feasibility and high accuracy using neural network for personnel
evaluation.
Keywords: marketing team/performance evaluation/neural network