铁路货运营销人员绩效评价体系研究  

Research on Performance Evaluation System of Railway Freight Marketing Staffs

作　　者：杜慧 DU Hui(China Railway Hohhot Bureau Group Co.,Ltd.,Freight Marketing Centre,Inner Mongolia Hohhot 010010,China)

机构地区：[1]中国铁路呼和浩特局集团有限公司货运营销中心,工程师内蒙古呼和浩特010010

出　　处：《铁道经济研究》2018年第5期36-41,共6页Railway Economics Research

摘　　要：自全路实施货运组织改革以来,铁路货运营销工作目前仍处于探索阶段,缺乏全面、系统的科学营销方法,货运营销工作开展中主观性、随意性较大,在营销人员绩效评价方面仍是空白。根据当前货运市场及铁路营销工作的特点,从运量角度、客户角度、内部流程角度、学习与成长角度,通过建立DEA评价模型,设计出在现代物流背景下的铁路货运营销人员评价指标体系。最后对该体系初步方案进行优化,并结合实例进行分析与计算。Since the implementation of railway freight reform,there is lack of comprehensive marketing methods and performance evaluation system for staffs.According to the features of freight market,railway marketing work,finance,customers,internal procedure and so on,this article establishes DEA evaluation model to evaluate the performance of railway freight marketing staffs.At last,the system is preliminarily programmed with cases in reality.

关 键 词：铁路 货运营销 绩效 需求预测 DEA模型 

分 类 号：F532.6[经济管理—产业经济] F274