Research Of Marketers Performance Management System In JW Beer Company

With the rapid development of world economy， the competition amongenterprises becomes increasingly fierce. Talent competition has become an importantfactor in enterprise development, Human Resources management becomes animportant part of business management and the performance management is the coreof Human Resources management. As the lifeline of enterprises，marketing peoplecreate value directly for the enterprises. The quality of marketing people managementwill directly affect the efficiency of enterprises.This essay examined the problems existed in marketing people performance inJW beer company, conducting analysis and research in performance review for itsmarketing people. Having compared several main theory(Object Management, KeyPerformance Indicator, Balanced Scorecard as well as360feedback), the author hasdesignated a performance review system based on an approach comprised of ProcessManagement and KPI in a basis where qualitative and quantitative are combined. Itincreases the marketing process of marketing people’s supervision and control andgives full play to marketing people’s enthusiasm by designing the performancemanagement process, especially the performance appraisal process of researching anddesigning. By making the evaluation forms which included contents of the table, thenbegin to test according to the intended objectives and requirements assessment withcompleting whole process of performance management, it can make fully understandthe performance management, and organize performance management effective. Itcan also develop marketing people take full advantage of the potential of marketingpeople in order to achieve the purpose of increased sales and improve profits. Finally,the author analyzes the implementation process of marketing system performancemanagement program and problems that may be encountered in the implementationprocess. the enterprises will revise the performance management program in theimplementation process, according to the situation of implementation, try their best toupgrade the level of marketing management and give full play to marketing people’senthusiasm.By analyzing, this essay comes to the conclusion that facing the fierce marketcompetition, in order to stabilize the market share, the JW beer company mustredesign the performance management of marketing people, improve the performancemanagement system and increase performance process assessment, which canimprove the level of marketing management, improve the working enthusiasm ofmarketing people and improve their level of performance.So the company can getmore benefits. This essay focuses on a local beer factory, although the beer companies’marketing models and assessment methods have their own characteristics, it may havesome reference value for the same marketing management model beer company.