随着中共中央、国务院向社会公布关于深化医药卫生体制改革的意见，基于国家切实缓解“看病难、看病贵”问题的目标，医药企业根据市场现状调整销售策略已成为其发展的必然选择。销售策略的调整直接作用于销售人员身上，医药企业为了增强客户信任度及促进销售活动的顺利进行而将销售人员对外统一宣称为销售经理。因此，在新的市场规则和竞争格局下，推动销售经理的积极性尤为重要，应持续优化销售经理的绩效考核体系，最终提高医药企业的销售水平和效果。

本文以A医药公司销售经理为研究对象，对其现行的绩效考核体系存在的问题进行深入分析，并基于平衡计分卡法提出相应的优化策略。首先，基于国内外绩效考核内容、绩效考核方法和医药公司销售人员考核的相关文献研究，在目标管理理论、期望理论、公平理论的理论基础上，对A医药公司销售经理绩效考核现状进行分析，指出销售经理绩效考核体系存在的一系列问题；其次，根据平衡计分卡的财务、客户、内部流程以及员工学习与发展四个维度对A医药公司销售经理绩效考核现行体系从指标权重、评价标准、沟通机制等方面提出优化方案；最后，为确保优化方案的顺利落地，从企业文化、组织制度及实施体系三个方面提出具体的保障措施。研究发现：销售经理对现行绩效考核体系满意度未达到60%的基准线，存在考核目标设定偏差、评价指标及评价标准不合理、考核过程沟通困难、申诉机制不畅、结果应用局限等问题；基于企业文化和组织制度等保障和措施，通过调查问卷的方法对受访者进行二次调查，结果表明A医药公司销售经理绩效考核体系优化效果良好，满意度提高到80%。

本研究对优化A医药公司销售经理绩效考核体系具有重要指导作用，也能为医药行业其他企业销售经理绩效考核体系的实施提供有益借鉴。

With the Central Committee ont color='red'>ofont> the Communist Party ont color='red'>ofont> China and The State Council releasing their opinions on deepening the reform ont color='red'>ofont> the medical and health care system to the public, based on the national goal ont color='red'>ofont> effectively alleviating the problems ont color='red'>ofont> "difficulty and high cost in seeking medical treatment", it has become an inevitable choice for pharmaceutical enterprises to adjust their sales strategies in accordance with the current market situation.The adjustment ont color='red'>ofont> sales strategies directly affects the sales staff. To enhance customer trust and facilitate the smooth progress ont color='red'>ofont> sales activities, pharmaceutical companies uniformly refer to their sales staff as sales managers when communicating with the outside.Therefore, under the new market rules and competitive landscape, it is particularly important to motivate sales managers. The performance appraisal system for sales managers should be continuously optimized to ultimately enhance the sales performance and effectiveness ont color='red'>ofont> pharmaceutical enterprises.

This paper takes the sales manager ont color='red'>ofont> Company A as the research subject, conducting an in-depth analysis ont color='red'>ofont> the issues existing in the current performance evaluation system for sales managers, and proposes corresponding optimization strategies based on the Balanced Scorecard method.Firstly, based on research from domestic and international literature regarding performance evaluation content, methods, and the assessment ont color='red'>ofont> pharmaceutical sales personnel, this study analyzes the current state ont color='red'>ofont> performance evaluation for sales managers at Company A. This analysis is conducted within the theoretical frameworks ont color='red'>ofont> goal management theory, expectancy theory, and equity theory, identifying a series ont color='red'>ofont> issues present in the existing performance evaluation system for sales managers；Secondly, based on the four dimensions ont color='red'>ofont> the balanced scorecard—financial performance, customer perspective, internal business processes, and learning and growth for employees—an optimization plan is proposed for the current performance evaluation system ont color='red'>ofont> sales managers at A Pharmaceutical Company, focusing on aspects such as indicator weights, evaluation criteria, and communication mechanisms；Finally, to ensure the smooth implementation ont color='red'>ofont> the optimization plan, specific safeguard measures are proposed from three aspects: corporate culture, organizational systems, and implementation frameworks.Research findings indicate that sales managers' satisfaction with the current performance evaluation system does not reach the 60% benchmark, highlighting issues such as improper setting ont color='red'>ofont> evaluation goals, unreasonable evaluation criteria and standards, difficulties in communication during the evaluation process, inadequate appeal mechanisms, and limited application ont color='red'>ofont> evaluation results；Based on corporate culture and organizational systems, among other safeguards and measures, a follow-up survey was conducted through questionnaires. The results indicate that the performance evaluation system for sales managers at A Pharmaceutical Company has been effectively optimized, with satisfaction levels increasing to 80%.

This study provides significant guidance for optimizing the performance evaluation system ont color='red'>ofont> sales managers at A Pharmaceutical Company and can also ont color='red'>ofont>fer valuable references for implementing similar systems in other pharmaceutical industry enterprises.

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