LH Tobacco Company Marketing Staff Performance Appraisal Improvement Program
|Keywords||Performance appraisal marketing staff balanced scoreboard|
Sales and marking people is core to improve the sales and marking network construction with the whole, and shouldering five functions of marketing, service, management, analysis and contact. But, with the day after day repeated mechanical work, the sales and marketing people is prone to be wearied and even loss the enthusiasm of the work.Take the example of LH Tobacco Company in this Paper, Through analysis by investigation of LH Tobacco company sales and marketing staff performance appraisal status quo, we find out that the existing evaluation system had many problems, such as, lack of awareness of performance management, and deviation to the understanding of the performance appraisal, and existing default of assessment indicators set, and the knowledge of supervision and evaluation staff needs to be improved, and the results of the exam has not been effectively applied, and the absence of a feedback mechanism. All of these has been seriously affected the work of sales and marking people and the effect of the performance appraisal management.According to the analysis of LH Tobacco Company marketing performance appraisal, and based on the LH Tobacco Company’s development strategy, there have some improvements of sales and marketing staff performance appraisal program of LH Tobacco Company in this Paper. The idea is to use the principle of the Balanced Scorecard, and Analysis of LH Tobacco Company’s marketing strategy from financial, customers, processes, learning and growth, and use of tools of key performance indicator and Analytic Hierarchy Process (AHP) to design performance appraisal indicators, so that it is can complete the improvements on the original performance appraisal program. At the same time, it is designed to implement safeguards for the improvement of the marketing staff performance appraisal program, and find out the problem and application law of the marketing performance management, and improving the business level and the working enthusiasm of the marking people, and create a positive corporate culture, which can achieve the LH Tobacco Company’s marketing strategy on more effective way.