MBA教育中心知识库

近年来，随着中国金融市场的不断开放和互联网金融行业的迅猛发展，银行业正经历着前所未有的变革。移动支付的兴起使得银行间竞争加剧，传统业务模式逐渐从卖方市场转向买方市场。在当前金融环境下，农村商业银行面临着多重挑战。一方面，国有商业银行、城市商业银行以及各类新兴银行的竞争日趋激烈；另一方面，在服务农村经济主体、强化金融监管等方面的要求不断提升。作为甘肃省农村信用社体系中规模最大的机构，兰州农商银行自2015年组建以来，在组织架构优化和人才队伍建设方面取得了显著成效。然而，其绩效考核体系仍存在明显不足，这不仅制约了员工的工作热情，也对机构的整体战略推进产生了不利影响。因此，构建一个适应现代商业银行发展的绩效考核已成为当务之急。

本研究旨在探讨兰州农商银行营销人员绩效考核体系的现状及优化路径，以提升其整体绩效管理水平。经系统审视现行绩效考核机制，其架构中显现出多方面的缺陷：考核指标设定存在偏差，评价时段安排缺乏弹性，评定方式科学性不足，以及考评成果的运用机制不够健全。这些问题严重影响了营销人员的积极性和银行的战略目标实现。为解决上述问题，本研究采用了文献研究法、问卷调查法和访谈法三种主要研究方法。首先，通过查阅国内外相关文献，结合兰州农商银行的具体情况，识别出现存问题并提出改进措施；其次，编制了详细的问卷调查表，对全行不同学历和年龄段的营销人员进行了广泛调查，获取了大量一手数据；最后，采用现场访谈法，与不同岗位的代表进行深入交流，进一步了解绩效考核中存在的具体问题及其原因。在理论框架构建过程中，本研究综合运用了现代绩效考核体系中的核心工具，包括平衡计分卡（Balanced Scorecard）及关键绩效指标（Key Performance Indicators），同时整合了目标导向理论以及战略规划理论的相关要素，最终形成了一套完整的优化方案。研究数据表明，通过采用平衡计分卡构建战略规划图，并在此基础上明确财务、客户、内部运营流程以及学习与成长四个核心维度的关键绩效指标，能够有效增强评价体系的系统性与专业性。此外，优化考核周期、增加透明度、采用专家打分法确定权重以及扩展考核结果的应用范围，均有助于提高绩效考核的有效性和公平性。

In recent years, with the continuous opening of China's financial market and the rapid development of the Internet financial industry, the banking industry is undergoing unprecedented changes. The rise of mobile payments has intensified competition among banks, and traditional business models are gradually shifting from a seller's market to a buyer's market. In this context, rural commercial banks need to deal with the fierce competition between urban commercial banks and public commercial banks, rural banks, loan companies, and other aspects, as well as pressure to serve agriculture, rural areas, and farmers, and the strengthening of national financial supervision. Lanzhou Rural Commercial Bank, as the largest newly merged rural credit cooperative in Gansu Province, has made some progress in organizational structure and human resource management since its establishment in 2015. However, there are still many problems in the performance evaluation system. These issues not only affect the enthusiasm of employees, but also to some extent hinder the achievement of the bank's strategic goals. Therefore, building a performance evaluation system that adapts to the development of modern commercial banks has become an urgent task.

This study aims to explore the current situation and optimization path of the performance evaluation system for marketing personnel of Lanzhou Rural Commercial Bank, in order to improve its overall performance management level. Using the further discussion of the current performance appraisal system, find out several problems with the current system: unreasonable design of appraisal indicators, lack of flexibility in appraisal cycles, unscientific appraisal methods, and incomplete application of appraisal results. These issues have seriously affected the enthusiasm of marketers and the achievement of the bank's strategic goals. To address the aforementioned issues, this study employed three main research methods: literature review, questionnaire survey, and interview. Firstly, by reviewing relevant literature at home and abroad, combined with the specific situation of Lanzhou Rural Commercial Bank, identify existing problems and propose improvement measures; Secondly, a detailed questionnaire survey was developed to extensively investigate marketing personnel of different educational backgrounds and age groups throughout the bank, obtaining a large amount of first-hand data; Finally, on-site interviews were conducted with representatives from different positions to further understand the specific problems and reasons in performance evaluation. On the theoretical basis, this study draws on modern performance management tools such as the Balanced Scorecard (BSC) and Key Performance Indicators (KPI), and combines goal management theory and strategic management theory to propose optimization plans. The conclusion indicates that the strategy map can be prepared by using the balanced score card to clarify the user and finance, internal operational processes, and learning and growth, the comprehensiveness and scientificity of assessment indicators can be significantly improved. In addition, optimizing the assessment cycle, increasing transparency, using expert scoring methods to determine weights, and expanding the application scope of assessment results all contribute to improving the effectiveness and fairness of performance evaluation.