The Research And Design On The Competency Evaluation Index System For Marketing Managers In Enterprises

In enterprises,the marketing manager in marketing department is the core human resource and capital,which plays an essential role in development of enterprises. Scientifically making an accurate and fair evaluation for marketing managers'competence , qualities and performance can directly influence the managers'individual working motivation,ultimately affecting the business performance and development of enterprises. Therefore,enhancing the research on the Competency Evaluation Index System and Evaluation Measurement for marketing managers in enterprises makes important theoretical and practical sense to enriching the modern enterprise management theory and evaluation system and promoting the management performance of marketing managers.From the aspect of responsibilities and job features for sales managers,this essay introduces a performance appraisal model on the basis of fixed competence standard which marketing managers should have. It analyzes separately the design of Competency Evaluation Index System for Marketing Managers,the design of data collection,weight design and comprehensive evaluation measurement. Based on this,the paper makes the evaluation data of competence for marketing managers in Phoenix Corporation in 2008 as an example,and analyzes the example by using the comprehensive competence index evaluation measurement for the marketing managers. By analyzing the real examples and the statistics check,the design of competence evaluation index system for marketing managers and the choice of the evaluation measurement have been proved reasonable and feasible.The paper theoretically build a marketing manager competency model which is well combined with both marketing manager's competence and performance evaluation. It also proposes a three-level evaluation index system of competency evaluation for marketing managers,and gives the definition of the three-level index from the aspect of practical application. The paper introduces an integrated evaluation method of the empirical analysis,and analyzes the real example and checks the statistics by using the comprehensive evaluation index which successfully achieves the combination of theoretical research and practical application.