伴随经济的飞速发展，企业竞争格局也发生着重大的变化，人力资源的竞争力 在企业竞争力中的作用日益凸显。销售人员作为生产销售类企业的重要组成部分， 重要竞争力量，对企业经营、生存和发展影响极大。销售人员是企业中直面市场的 工作人员，同时，也是企业和客户沟通的桥梁。销售人员不仅承担着产品销售和创 造企业效益的任务，也肩负着开拓市场和推广产品的重任。因此，销售人员对企业 发展壮大发挥着非常重要的作用。如何激发销售人员的活力，提高销售人员的工作 业绩，对销售人员进行科学有效的绩效考核是企业人力资源管理中亟需解决的问题。 本文研究了一家白酒生产销售企业 G 公司销售人员的绩效考核现状，并分析绩 效考核中存在的问题，从而提出优化方案和相关配套措施。本文以现在应用较广的 绩效考核方法作为分析的理论基础，包括平衡计分卡、关键绩效指标、目标管理和 360 度考核法，运用了文献研究法、访谈法、问卷调查法等研究方法，通过对 G 公 司现行的销售人员绩效考核方案进行分析，总结出 G 公司在销售人员绩效考核中存 在的主要问题，并针对存在的问题结合相关理论，提出适合 G 公司实际情况并且操 作性强的绩效考核优化方案，同时，为实现更好的效果，提出配套措施，并说明了 预期效果。 希望本文的研究结论对G 公司日后的销售人员绩效考核设计能起到一定的参考 作用，也希望能给在销售人员绩效考核方面存在类似 G 公司问题的企业提供启示和 帮助。 关键词：绩效考核；销售人员；优化方案G 公司销售人员绩效考核方案优化设计 I ABSTRACT With the rapid development of economy, the competition pattern of enterprises has also undergone significant changes, and the role of human resources in the competitiveness of enterprises has become increasingly prominent. Salesmen, as an important part of production and sales enterprises, have a great influence on the operation, survival and development of enterprises. Salesmen are not only the staff who face the market directly, but also the bridge of communication between enterprises and customers. Salesmen not only undertake the task of selling products and creating enterprise benefits, but also shoulder the responsibility of opening up markets and promoting products. Therefore, sales personnel play a very important role in the development and growth of enterprises. How to stimulate the vitality of salesmen, improve their performance, and conduct scientific and effective performance appraisal for salesmen is an urgent problem to be solved in enterprise human resources management. This paper studies the current situation of performance appraisal of salesmen in G company of a liquor production and sales enterprise, and analyses the problems in performance appraisal, so as to put forward the optimization scheme and related supporting measures. This paper takes the widely used performance appraisal methods as the theoretical basis of analysis, including the balanced scorecard, key performance indicators, goal management and 360-degree appraisal method. It uses the methods of literature research, interview, questionnaire survey and other research methods to analyze the current performance appraisal scheme of G company's salesmen. This paper summarizes the main problems existing in the performance appraisal of G company's salesmen, and puts forward the optimization scheme of performance appraisal which is suitable for G company's actual situation and has strong operability in view of the existing problems and the related theories. At the same time, in order to achieve better results, it puts forward supporting measures and illustrates the expected results. It is hoped that the conclusions of this study can play a certain reference role in the future performance appraisal design of G company's salesmen, and also hope to provide inspiration and help for enterprises with similar problems in the performance appraisal of G company's salesmen. KEYWORDS: Performance appraisal; Salespersons; Optimization schemeG 公司销售人员绩效考核方案优化设计 1 目 录 第一章 绪论.................................................................................................... 1 第一节 研究的背景、目的和意义.................................................................................1 一、研究背景.................................................................................................................1 二、研究目的.................................................................................................................2 三、研究意义.................................................................................................................2 第二节 国内外研究综述.................................................................................................2 一、国外研究综述.........................................................................................................2 二、国内研究综述.........................................................................................................3 第三节 论文思路、结构和研究方法.............................................................................4 一、研究思路.................................................................................................................4 二、论文结构.................................................................................................................5 三、论文研究方法.........................................................................................................6 第二章 绩效管理相关概念及方法综述........................................................8 第一节 绩效与绩效考核.................................................................................................8 一、绩效.........................................................................................................................8 二、绩效考核.................................................................................................................8 第二节 绩效考核目的与标准.........................................................................................9 一、绩效考核目的.........................................................................................................9 二、绩效考核标准分类.................................................................................................9 第三节 绩效考核基本原则与常用方法.......................................................................10 一、绩效考核基本原则...............................................................................................10 二、绩效考核管理方法...............................................................................................12 第三章 G 公司销售人员绩效考核现状.......................................................14 第一节 G 公司销售人员绩效考核概况........................................................................14 一、G 公司简介和企业发展现状................................................................................14 二、G 公司销售人员现行绩效考核方案....................................................................14目录 2 第二节 G 公司销售人员绩效考核调查........................................................................19 一、调查内容设计.......................................................................................................19 二、调查结果分析.......................................................................................................20 第三节 G 公司销售人员绩效考核存在的问题和原因分析........................................24 一、G 公司销售人员绩效考核存在的问题................................................................24 二、G 公司销售人员绩效考核存在问题的原因分析................................................25 第四章 G 公司销售人员绩效考核方案优化设计......................................28 第一节 绩效考核方案优化思路和原则.......................................................................28 一、 绩效考核方案优化思路.....................................................................................28 二、 绩效考核方案优化原则.....................................................................................28 第二节 绩效考核方案优化设计...................................................................................30 一、