中小企业营销人员绩效管理浅析

Analysis on Marketing Personnel’s Achievements Management in the Small and Medium-sized Enterprise

营销绩效管理作为公司和营销部门之间绩效管理承上启下的关键层面,其已成为企业培育竞争优势、获取核心竞争力的战略性举措之一。营销环节是中小企业生存的命脉,加强对营销人员的绩效控制是中小企业发展的关键。以美国为代表的发达国家企业中已建立起营销人员的绩效管理体系,而我国企业的营销人员绩效管理仅限于绩效考核。本文认为其原因在于我国企业对绩效管理的认识不足,在实施绩效管理的过程中存在一些问题,因此,针对存在的问题,提出相应的解决对策成为有效实施绩效管理的关键。

Being the essential stratification plane between the company and the marketing department, the achievements management has become one of the strategic actions for enterprise to cultivate the competitive advantage and gain core competitive ability. The marketing link is the survival life of mid-scale and small-scale enterprise. Strengthens to control the marketing personnel’s achievements is the key to mid-and small -scale enterprise’s development. Above analyzing the research of the domestic and foreign marketing personnel achievements management,this article mainly analyzes the problem that our country’s mid-scale and small-scale enterprise has in the marketing personnel achievements management, and proposes the corresponding strategies.