以市场营销效能提升为导向的A供电公司绩效考核体系优化研究

Research on the Optimization of Performance Appraisal System of A Power Supply Company Based on the Promotion of Marketing Efficiency

摘要: 本文聚焦A供电公司绩效考核体系优化，以提升市场营销效能为核心导向。在电力市场竞争加剧背景下，现有考核体系存在与营销目标脱节、激励性不足等问题，制约了营销工作提质增效。研究结合A公司实际，从指标重构(突出客户满意度、市场占有率等营销核心指标)、权重动态调整、考核流程简化及结果与薪酬晋升深度挂钩等方面，设计优化方案。旨在通过科学考核引导员工行为，强化营销团队执行力，提升客户服务与市场拓展能力，最终实现市场营销效能的显著提升。该研究为供电企业通过绩效考核改革赋能营销工作提供了实践参考。

Abstract: This paper focuses on the optimization of the performance appraisal system of a power supply company, with the core orientation of improving marketing efficiency. Under the background of intensified competition in the electricity market, the existing assessment system has problems such as disconnection from marketing objectives and lack of incentives, which restrict the improvement of quality and efficiency of marketing work. Based on the actual situation of company a, the optimization scheme is designed from the aspects of index reconstruction (highlighting core marketing indicators such as customer satisfaction and market share), dynamic adjustment of weight, simplification of assessment process and linking the results with the depth of salary promotion. The purpose is to guide employees’ behavior through scientific assessment, strengthen the execution of marketing team, improve customer service and market development ability, and ultimately achieve a significant improvement in marketing efficiency. The research provides a practical reference for power supply enterprises to enable marketing through performance appraisal reform.