房地产企业销售员工绩效考核指标设计.pdf

L 房地产企业销售员工绩效考核指标设计 摘 要 近年来，房地产市场面临严峻挑战，国家及地方出台房价严控政策，诸多政 策给房地产企业的发展带来较大的影响，中房地产行业中，销售人员一直是骨干 力量，一家房地产企业的发展趋势严重依赖着销售人员的业绩情况，优秀销售人 员关乎房地产企业效益如何，关乎房地产企业未来的发展。所以，房地产企业纷 纷竞争优秀的销售人才，面对如火如荼的人才争夺战，一个良好的绩效考核指标 体系是对销售人员进行奖惩的一种重要工具，对于绩效考核优异的销售人员，企 业提供合理的奖惩标准，因此，思想上和行动上有必要重视合理销售人员绩效考 核指标体系的构建，该体系关乎优秀销售人才的去留，关乎房地产企业当下及未 来业绩的好坏，关乎房地产企业是否能够健康发展。 本文以L房地产企业为研究样本，对其销售人员的绩效考核指标体系进行构 建，主要得出以下几个研究成果： （1）通过问卷调查搜集整理L房地产企业的 绩效考核存在的主要不足，调查问卷结果显示，考核人员和销售人员对销售人员 绩效考核的基本认识存在严重不足、绩效考核指标与企业战略目标存在距离、绩 效考核指标脱离企业发展实际、考核实施过程缺乏一定的透明度和合理性、在绩 效考核过程中沟通不到位、绩效考核结果应用面不够宽。 （2）针对上述不足， 提出在绩效考核中应当树立的的绩效考核指标设计原则，采用BSC和KPI方法构 建L房地产企业销售人员的绩效考核指标体系，采用AHP确定指标权重。提出以 下有效落实绩效考核的具体保障措施：营造良好的绩效考核氛围、健全绩效考核 运行机制、完善绩效考核沟通和反馈机制。为L房地产企业的绩效考核改进提供 借鉴,保障其绩效考核制度不断完善。 关键词：房地产企业；销售人员；绩效考核指标；保障措施 I 工商管理硕士专业学位论文 Abstract In recent years, the real estate market has faced severe challenges. The state and local governments have introduced strict control policies on housing prices. Many policies have greatly affected the development of real estate companies. In the real estate industry in China, sales staff have always been the backbone, and the development trend of a real estate company It relies heavily on the performance of sales staff. Excellent sales staff are related to how the real estate company benefits and to the future development of the real estate business. Therefore, real estate companies are competing for excellent sales talents.Facing the fierce competition for talents, real estate companies urgently need to build a good performance assessment index system and a reasonable performance assessment index system, which is an important tool for rewarding and punishing sales staff. For the sales staff with excellent performance evaluation, the company provides reasonable reward and punishment stan