Study On The Performance Management For Clothing Hypermarkets Based On The MBO Theory

With the development of the domestic garment industry, as well as the introduction offoreign clothing brands, the domestic apparel retail formats are constantly changing. Fromemulating western CBD flagship stores, then to the entrance and expansion of foreign SPAbusiness model, these changes are in order to satisfy customers’ different needs of goodscategories and types. To meet the customers’ needs better, a new and unique kind ofChinese domestic retail formats appears—large retail clothing stores. This kind of largeretail outlet becomes the main stream of clothing retails formats thanks to its one-stopshopping convenience. Because of stores’ large dimension, busy traffics, numerousemployees and complex products, traditional management model, which focuses only onsales performance, is no longer suitable for large retail clothing store. Therefore aim atlarge retail clothing stores, improvement of employees’ performance becomes the newmanaging core for apparel industry.Traditional performance management concentrates more on performance evaluation,its impact on performance is periodical and passive. Practice shows that to improveperformance of employees, the most efficient way is to manage the whole process ofemployee performance--in practical work, goal-oriented performance management systemmade more and more significant results. The study based on the theory of performancemanagement and management by objective (MBO)，analysis the data by interviews andquestionnaire survey. Then the study designs a performance management system for largeretail clothing store. The main contents are:(1) Understand the current situation of large retail clothing market by researchinglarge amounts of relevant literature. Understand the management situation of large retailstore by taking while taking the internship, while laying foundation for theory and particalbases.(2) In this study, choose five brand clothing brands which take large retail store asmain marketing channel, including tow foreign brands, three domestic brands in southeastcoastal areas. Understand the current situation of performance management in large retailclothing store through the in-depth interviewing the brand manager or the manager of stores. Summarize the common features of the performance management in large retailclothing store. This process provides the basis to establish the performance managementsystem.(3) According to the interview results and performance management theory, designquestionnaires, research the major business districts in Hangzhou. The questionnairesconclude the salesperson basic information of large retail clothing stores, job satisfaction,work expected. Using SPSS software for data statistical analysis, validity analysis, factoranalysis, sum up the factors which salesperson care about in the work. So this methodprovides feasibility and basis to design the performance management system.(4) According to the theory of performance management and MBO, combined withthe results of interviews and data analysis, design the performance management system forthe A store of brand M. Among them, the performance planning stage: using the fourdimensions (Financial, Customer, Internal Business Processes, Learning and Growth) ofthe Balanced Score Card (BSC), establish objective system; the performance executionstage: Based on the MBO theory, establish institutional regular meeting and make formsfor recording the process of the meetings; performance evaluation stages: Choose theperformance evaluation index from the objective system in the planning stage. Then do thequestionnaire survey For30large retail clothing store managers about the importance ofthe indicators. Using of AHP, calculate the weight of each index, and establish theperformance evaluation model; Performance feedback stage: According to the assessmentresults and expectations of the salesperson, develop staff salaries, bonuses, promotionprograms on performance feedback. Finally, based on MBO theory, using of the BSC,establish the performance management system containing performance planning,performance execution, performance evaluation, performance feedback for the large retailclothing store.