Hengyang tobacco cigarette marketers the design and implementation of performance appraisal
|School||Central South University|
|Keywords||Tobacco Marketing Performance Management Balanced Scorecard AHP|
As a sophisticated management tool, Performance Management’s concepts and methods are being used by many enterprises. In this paper, advanced performance management thinking is used to design the tobacco company’s performance management system, which focuses on optimizing and designing marketing personnel performance management system of the Hengyang tobacco company. Through in-depth investigation of tobacco companies, we research current performance management situation of Hengyang tobacco companies, in order to identify the existing problems, and to carry out a scientific and detailed analysis of the reasons, and to hope that we will solve these problems in the design implementation plans. Particularly, through the idea of Balanced Scorecard (BSC),including four dimensions:customer perspective, internal business processes perspective, innovation and learning perspective and financial perspective, we anlyze the Hengyang tobacco company’s vision and the marketing strategies. After these,we use key performance indicators (KPI) to conduct performance management system as the core layers of the design, and use the Delphi method, AHP to assign their weights. While, the implementation plan for the performance management application is designed to match program, which explores a more effective and realistic tobacco company marketing staff performance management system.During the process of the Hengyang tobacco company’s marketing staff performance management program design and implementation, the paper establishes a set of the Hengyang tobacco company marketing staff performance management system model, which is based on the Balanced Scorecard. It solves the exisiting problems in the performance system. They include the following questions:the assessment process, evaluation index system and the assessment coverage are not complete, and examination results lack of incentive effects. At the same time, we optimize the performance management system of security and implementation of existing programs, and establish sales staffs’ performance model based on the quantitative value. At last, we use force proportional distribution method to subdivision employees in all performance levels, which is beneficial to assess the results of the application and extension.