Study On The Improvement Of The Salesman's Performance Appraisal For ShanDong FengXiang Food Co.Ltd

Peformance management is the core problem of modern human resource management and a kind of management tool and means. Effective performance appraisal system could help enterprise reach his mission, create high performance, and promote the sustainable development of enterprise. Therefore, establishing an effective performance appraisal system increasingly gets enterprise highly value. Influenced by the operation environment and the changing organizational structure, the traditional performance appraisal system, which was oriented by the performance of the sales results, has been challenged by this circumstance. Salesman performance appraisal becomes the focus of theory and practice sector. This thesis takes ShanDong FengXiang Food Co. Ltd as the object of research. The author discusses how to improve the salesman performance through the better performance appraisal system, so as to enhangce the whole performance of the enterprise.Firstly, I adopt the unregistered questionnaire investigation mode to obtain the problems in seven categories of the performance appraisal system: the separation of performance appraisal objectives from corporate strategic objectives; the missing of performance appraisal indicators and criteria; the neglect of the team's performance appraisal; less applications of performance appraisal results; the lack support of senior managers for performance appraisal; the lack of effective communication and performance feedback; no channel of performance appraisal through which departments and staff can complain.Secondly, based on the marketing strategy of ShanDong FengXiang Food Co. Ltd, I apply the balanced score card to determine the measured indicators for the performance appraisal from the four aspects: finance, customer, internal process and learning and growth, and select the key performance indicators according to the relationship of cause and result. The indicators are as follows: Marketing plan completion rate, turnover ratio of receivable accounts, bad debt rate, cost-profitability proportion, market share, contribution rate of customer average profit, customer satisfaction, customer'attention to the new products, evaluation of key customers, market forecast accuracy, timely delivery of goods, the efficiency of the properly solving about customer complaints, employee satisfaction, the adoption ratio of staff recommends, the rate of staff training, staff team awareness. After determining the weighing in the enhancement for the performance of the salesman through the Analytic Hierarchy Processs, I set up the new salesman performance appraisal system for this enterprise.Finally, the thesis puts forward the guarantee for the implementation of the salesman performance appraisal system. The main measures are as follows: all employees deeply participating in it; eatablishing effective incentive mechanism; applying PDCA recycling to be continuously perfected.The salesman performance appraisal system will help ShanDong FengXiang Food Co. Ltd to transform its marketing strategy to the salesman's actual action. Through the supervision of the implementation process and the result of the marketing objective, through the closely combination of salary and individual performance, and with the growing up of the salesman's capability, the marketing performance of ShanDong FengXiang Food Co. Ltd will be fundamentally enhanced.