广告设计团队绩效考核体系研究

20世纪80年代以来世界经济步入了一种全新的形态——知识经济时代。知识成为竞争的核心资源，在激烈的商业竞争中，知识型员工对企业价值增长起着关健性推动作用。知识型员工在企业员工中的比重越来越大，在企业发展中也发挥着越来越重大的作用，企业的生存和发展离不开知识型员工这种高素质的员工群体。为此，各国现代人力资源管理专家和学者纷纷展开了对知识型员工管理的研究，绩效考核是重要的课题之一。
本文主要研究广告设计团队人力资源管理中的绩效考核问题，以广告行业中具有代表性的RT广告公司的设计团队为研究对象，运用平衡计分卡和关键绩效指标等绩效考核方法，根据公司实际情况，力图通过对现有团队绩效考核理论的研究分析，探讨广告设计团队的绩效考核特点所在，从而设计一套简单易行，具有较高客观性、公正性、有实际操作意义的广告设计团队绩效考核体系。本广告设计团队绩效考核体系的研究目的是改变RT公司现行的传统向后看的“评核性绩效系统”，转为向前看的“发展性绩效系统”，以对团队及其成员的表现做出更加适当的评价与激励，协助改善并提高团队的绩效。本文的广告设计团队绩效考核体系可以为类似企业或同行企业提供一定的借鉴和参考价值。

【关键词】团队；绩效考核；平衡计分卡；关键绩效指标

Advertising Design Team Performance Appraisal System Study
 
【Abstract】Since the 1980s the world economy has entered a new form - the era of knowledge economy. The core resources of knowledge to become competitive in the highly competitive commercial knowledge workers play a key role in promoting the growth of the enterprise value. Increasing the proportion of knowledge workers in the enterprise employees also play an increasingly important role in enterprise development, survival and development is inseparable from knowledge-based employees such high quality staff groups. To this end, the countries of modern human resource management experts and scholars have launched a knowledge-based staff management, performance appraisal is one of the important topics.
This paper studies advertising design team of performance appraisal in human resources management, RT advertising agency design team representative in the advertising industry as the research object, the use of the balanced scorecard and key performance indicators and other performance evaluation methods, according to the company's actual an attempt by the existing team performance appraisal theory, research and analysis, performance appraisal characteristics of advertising design team, where, in order to design a set of simple, with high objectivity, fairness, there is the practical significance of the advertising design team performance appraisal system. Team performance appraisal system for the design of the advertising research purpose is to change the RT current traditional “backward-looking assessment of the performance system” into a “forward-lookingdevelopment performance”, the performance of the team and its members make a more appropriate evaluation and incentives, to help improve and enhance the performance of the team. The ad design team performance appraisal system for similar businesses or peer companies as reference value.
【Key words】Team;Performance appraisal;Balanced Scorecard;Key Performance Indicators

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