基于CRM战略思想的企业营销人员KPI绩效指标体系设计  

The Design of the KPI Performance Indicators System for Corporate Marketing Staff based on CRM Strategic Thinking

作　　者：李剑[1] 郭莹[2] 

机构地区：[1]齐鲁师范学院管理系,山东济南250013 [2]齐鲁师范学院经济系,山东济南250013

出　　处：《齐鲁师范学院学报》2013年第4期63-70,共8页Journal of Qilu Normal University

基　　金：齐鲁师范学院青年教师科研基金项目"企业绩效考核与非线性环境拟合研究"的阶段性成果

摘　　要：建立行之有效的绩效评价体系是引导企业营销人员行为指向企业发展战略目标实现的"指挥棒"。本文重点探讨企业对营销人员进行关键绩效指标考核时,将传统的财务维度、客户维度、内部作业流程维度及员工创新与学习维度进行改进,建立更能满足以客户需求为导向的基于CRM战略思想的评价指标体系,从而引导营销人员行为指向客户需求的满足,保证企业战略目标的最终实现。An effective performance evaluation system is pointing to the enterprise development strategy to achieve the objective of the ＂baton＂ to guide the behavior of corporate marketing staff. This article focuses on corporate marketing staff assessment of key performance indicators, to improve the traditional financial dimension, customer dimension, a dimension of internal operating procedures, staff innovation and learning dimension, the establishment of better meet customer demand-oriented CRM-based strategic thinking final evaluation index system, in order to guide the behavior of the marketers pointing to meet customer needs, to ensure corporate strategic objectives.

关 键 词：CRM战略 KPI 绩效指标设计 

分 类 号：F272[经济管理—企业管理]