Abstract:

Individual behavior analysis and induction is an important aspect of organization management. The behavior analysis and evaluation method oriented to management requirements can provide strong data-based support to the development of individual and organization.In this paper， the management needs of incentive and punishment are integrated into the evaluation process based on the analysis of behavior characteristics， and a contextualized evaluation method for different reward and punishment needs is proposed. Firstly， the behavior characteristics of the alternatives are identified by the combination analysis of the comprehensive development level and competition degree of the indicators. Based on this， all the indicators are divided into four groups： advantage indicators， comparative advantage indicators， disadvantage indicators， and comparative disadvantage indicators. Secondly， three types of evaluation situations are defined based on the common demands of reward and punishment such as “reward excellence”，“punish weakness” and “reward and punishment equal emphasis”. Based on the rules of reward and punishment in different situations， the determination method of indicator weights is discussed to induce the development behavior of the alternatives through weight design. Lastly， the proposed methods are applied to evaluate the comprehensive development of 14 cities in Liaoning province. The effectiveness of the proposed method is verified by the correlation analysis between the ranking results and that of the corresponding indicators. And the characteristics of the proposed method are illustrated by comparing with the existing methods.The results indicate that the effect of “punish weakness” is obvious， so it is suggested that this kind of strategy should be preferred in applications. However， if the decision-makers expect to form a good evaluation atmosphere， they can adopt the strategy of “reward and punishment equal emphasis” in practice. The “reward excellence” strategy alone is generally not recommended to avoid situations that lead to “malformation” development.The research work in this paper can provide theoretical and methodological support for the incentive management of individuals in organizations and systems. The use of reward and punishment strategies can highlight the differences between individuals， so the proposed methods have a good application prospect in differential performance management problems. In addition， this method can lay a foundation for in-depth analysis and management of individual development behavior by classifying and identifying individual advantages and disadvantages. Therefore， the methods also have certain application prospects in individual behavior induction management and development planning.The main contributions of the research reflect on the following three aspects　（1） The behavior characteristics of the alternatives are analyzed in the evaluation process， and a contextualized evaluation model oriented to behavior guidance is proposed； （2） The classification and identification of indicators makes the alternatives’ judgment of their own advantages and disadvantages more clear； （3） The proposed methods implement rewards and punishments to the indicators level， which makes the effect of reward and punishment more obvious， and the induction of development behavior of the alternatives more direct.

Key words: comprehensive evaluation, behavior characteristics, management demands, comprehensive development level, competitive incentive degree