Study On Performance Management And Motivation System Evaluation Of Fashion Marketing Staff

As the bridge between enterprises and the market,fashion advisors face customers directly.They are not only responsible for selling clothes,but also represent the emage and style of the brand. As a result,their performance has immediate impact on the profit of garment enterprises.By means of studying related documents, this thesis has clear about both connotation,flow,method and mode of performance management and relationship between several classic incentive mechanism. Besides,5 garment enterprises of different type have been analysed to know the differences, strong and weak points of the performance management of fashion advisors between each other after data collecting, practicing and interviewing store managers or business directors, getting advices from whom concerning fashion advisors management.This will do some help to construct the performance management and motivation system of fashion advisors.A questionnaire about work values, satisfaction and enthusiasm of fashion advisors has been designed according to performance management and motivation theory. The survey was aimed at fashion advisors of the selected 5 brands and some other brands.301 copies of questionnaires are effective out of a total 350 copies. Then the questionnaires have been analyzed using SPSS, including reliability analysis, validity analysis, factor analysis and frequence analysis to know the statistical information,work values,job satisfaction, work enthusiasm and the influence factors,which will also be used as references to build up a suitable performance management and motivation system of fashion advisors of our nation.Research contents are as below:①The current situation and features of performance management and motivation system of fashion advisors of our nation through documents studying,which will be used as foundation of constructing suitable performance management and motivation system of our fashion advisors.②5 garment enterprises of different type have been choosed after data collecting, practicing and interviewing store managers or business directors,to know the differences, strong and weak points of the performance management of fashion advisors between each other, and getting advices from store managers or business directors concerning fashion advisors management. This will do some help to construct the performance management and motivation system of fashion advisors.③Designing a questionnaire according to performance management and motivation thery.The questionnaire includes four parts: work values, job satisfaction, work enthusiasm and basic information about researchers.Then SPSS is used to analyse the datas by means of reliability analysis, validity analysis, factor analysis and frequence analysis.The discrepancies of different age and position are also compared.Furthermore, cross column league table is applied to analysis the difference of age, wage income among the 5 selected garment enterprises.Combined with former interviews of store managers or business directors,the current situation,features, strength and weakness of fashion advisors'performance management and motivation system of the 5 brands will show. Factor analysis of the overall questionnaires helps to know the work enthusiasm, influence factors of performance, and the relations amoung these factors, performance management and motivation.④Constucting performance management and motivation system of fashion advisors suitable to brand G according to performance management and motivation theory, combined with former studies of depth interview of store managers or business directors and questionnaires of fashion advisors. The performance plan is worked out using Management by Objective(MBO) to be incentive. The key performance indicators are set and quantized, and the results of performance evaluation will be applied in motivation system. In addition, each aspects of performance management are analysed with thoughts of motivation integrated, aims to construct an incentive performance management that suits brand G.