The Research On Marketing Personnel Performance Appraisal System Of Shandong Qiaochang Chemical Co., Ltd

Shandong Qiaochang Chemical Co., Ltd is hailed as"manchurian tiger"of dry farmland herbicide in the Chinese pesticide industry. Since the external competition is getting sharper and the internal performance appraisal system has not been perfected, the company is suffering serious operation situation: marketing personnel drain away in a great number, external market withers constantly, new market exploitation rate is far below the market average, sales revenue comes to a standstill in the recent three years, gross operating profit slumps continuously. After reading a lot of document literatures on performance appraisal, the author has clarified the content of balance score card and its implementation step, set up a strategic marketing personnel performance appraisal system framework for Qiaochang Company, and put forward suggestions for the healthy development of Chinese domestic pesticide enterprises.The full text consists of four parts. In the first part, the author makes an intensive study on the formation base, research status and practice condition in Chinese and foreign enterprises of the theory on modern marketing personnel performance appraisal system, and puts forward train of thought, content and practical significance of the research. In the second part, by utilizing such methods as key personnel interview method, staff questionnaire method and data statistic and analysis method, the author makes intensive study and analysis on the the current marketing personnel performance appraisal system of Qiaochang Company. In the third part, the author sets up a strategic map for Qiaochang Company. According to balance score card and objective performance appraisal, the author utilizes layer appraisal method and key success factor method to decompose the company's strategic objective from the four aspects of finance, clients, operation and growth and forms key performance indicators bank. After viewing and explaining the key idicators, the author utilizes experience evaluation method and weight factor antithesis method to confirm the weight of dynamic post indicators, work out performance appraisal flow chart, system and relevant forms, and put forward a set of marketing personnel strategic performance operation system schemes combining with the reality of the enterprise. In the final part, the author puts forward implementation step and assurance condition for implementing the performance appraisal system in the light of the real conditions of Qiaochang Company. The thesis has certain reference value for a pesticide enterprise in scientific and rational design of marketing personnel performance appraisal system according to the external competition, internal actual situation and enterprise development strategic goal, for the purpose of attracting and retaining outsatnding talents, facing the sharp competition that strong foreign-funded enterprises enter the Chines pesticide industry, and improving the market competitive capacity.