本研究欲探討績效指標的誘因權重如何去影響到公關部門績效，首先，以產品生命週期與消費者涉入程度將公司分為四類，接著以Milgrom and Roberts（1992）提出的誘因報償準則當作理論基礎，找出合適的績效管理制度。
根據公關主管的問卷調查，在耐久品象限中，此類型的公司在考核公關人員時，愈注重訊息類指標，則對公關部門績效有正向影響。在偏好品象限中，此類型的公司在考核公關人員時，愈注重產品類指標，則對公關部門績效有正向影響。在便利品象限中，此類型的公司在考核公關人員時，愈注重財務類指標，則對公關部門績效有正向影響。

The purpose of this research is focus on the incentive weight affects public relationship employees’ performance. The framework first uses the theory of Product Life Cycle and Consumer Involvement to classify companies into four categories. Next, we apply the incentive contract theory （Milgrom and Roberts, 1992）to devise an optimal incentive system.
Based on a survey of public manger, the result in Durable Products is that the Public Relationship Department’s performance would be better by increasing the incentive weight of Information Key Performance Indication（KPI）. The result in Preference Products is that the Public Relationship Department’s performance would be better by increasing the incentive weight of Production KPI. The result in Convenience Products is that the Public Relationship Department’s performance would be better by increasing the incentive weight of Finance KPI.

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