Research On The Performance Appraisal Of Pharmaceutical Enterprises Marketing Staff Based On BSC And KPI

The marketing staff plays an important role in operating activities of pharmaceutical enterprises. How to effectively manage and enhance the performance of the pharmaceutical enterprise marketing staff is the key for pharmaceutical enterprises to achieve the sales target and gain profit. Establishing a scientific and rational, effective performance management system can give marketing staff clear direction and goals, help them overcome difficulties and obstacles in the sales, improve their work enthusiasm, promote them to achieve sales goals, and improve job performance.BSC and KPI both based on the company’s future performance evaluation system management tools have utility of combining strategic management and performance management, which can be applied by more enterprises in the worldwide. Based on the BSC and KPI, the paper studies the pharmaceutical industry marketing personnel performance appraisal system.Using the system method of combining the theoretical and empirical analysis, the paper introduces BSC, KPI and strategic map theory in detail. Based on descriping the basic situation of QJ Pharmaceutical, the paper summarizes the sales staff characteristics and does further investigation of its performance management status and problems. Then with a large number of interviews and questionnaire survey as the basis, the paper constructs a performance evaluation system of QJ pharmaceutical sales staff by using BSC and KPI, distributes the weight of the performance evaluation index by using AHP, and does consistency test. Then using fuzzy AHP method, the paper sets up performance evaluation criteria, and applies the QJ pharmaceutical sales staff performance appraisal system to the A staff, and establishes performance improvement plan of A employee. Finally, improving protection mechanisms about pharmaceutical enterprise sales staff appraisal system can ensure the smooth implementation of the performance appraisal system.In the process of paper research, using a combination of Literature analysis, questionnaires, personal interviews, analytic hierarchy processand fuzzy comprehensive evaluation method, the paper combines with the actual situation of the the QJ Pharmaceutical sales staff, designs and builds a sales staff performance appraisal system, in order to get the contribution to the strategic development of the QJ medicine, as well as provides new ideas about sales staff performance appraisal system of China’s pharmaceutical companies.