Strategic Performance Appraisal System Research

Enterprises of our country meet a lot of problems and difficulties in the course of implementing marketing management, among which most key problem is that existing enterprise's performance appraisal systems is dated and outmoded which is even disconnect with enterprise's strategy or marketing strategy and can't meet the current situation and request of strategic management development at all.The effectiveness of marketing activities, directly related to corporate marketing goals. And how to scientifically assess marketing performance, and promptly adjust their strategies to in accordance with the needs of customer demand and competitor change, becomes the problem before us. The current marketing strategy management tends to strategic planning, ignored the implementation of the strategy and control, marketing strategic objectives transfer impeded, too attaches importance to short-term financial performance. Only to establish a strategic performance evaluation system to aspects the marketing activities, with strategies, and avoid the use of simple lagging indicators, which can provide true value for the management of information and effective management solutions to enhance marketing competitiveness.So this paper, on the base of modification relevant theories and tools-KPI,BSC, for example, with combined Chinese enterprise practice, improve enterprise's existing performance appraisal system and unified the three-level and four-dimensional strategic performance appraisal systematic model to illuminate and analyze how to set up and carried on detailed, in order to prove the effect of it to improve enterprise's performance and boost executive ability of enterprise strategy finally and ensure that marketing performance evaluation of the scientific and strategic height.This paper will be fixed in the scope of the study on the performance evaluation system business strategy and the establishment of the application, including the existing performance evaluation system analysis, evaluation and selection of indicators, and the application, the purpose is to establish the enterprises "strategic performance assessment" system (Strategic Performance Appraisal, SPA) and with the SPA to adapt strategies and to change the existing enterprises mainly to the financial assessment of the performance appraisal system. Through the establishment of SPA enterprises, and promote the implementation of corporate strategy, Strategic management activities continue to provide feedback and control information to enable enterprises to become a strategic implementation-oriented organizations, continued to create business value.Therefore, the results of this study improve corporate marketing performance, and ultimately improve the implementation of corporate strategy plays an important role. For my business, is in a transitional period of history, how the performance evaluation system to guide the practice of enterprises, particularly in guiding the implementation of strategic planning and strategic performance to establish a scientific assessment system, a deep theory and practical significance.