Research On Performance Appraisal System Of Marketing Department In Qiqihar No.2 Machine Tool Company

In 2012, affected by the national macro economic situation, the overall decline in manufacturing industry, shrinking market demand, product market competition. The whole machine tool industry faced with tremendous pressure and challenge, production and sales than in 2011 have decreased significantly, the situation is very serious. This environment has brought some obstacles for enterprise survival and development. Until 2013, the enterprise through management improvement, stop the downward trend, but did not fundamentally solve the passive situation of market sales, after repeated analysis, one of the reasons is the sales management is loose, lack of effective performance appraisal method, makes the lack of sales staff enthusiasm and initiative in their work, thus causes the market development by a great resistance. In this case, a set of practical and feasible performance appraisal measures for the implementation of the sales department imminent. In this regard, I wish to align the Qiqihar No.2 Machine Tool company’s sales department at present performance measures for analysis, to find deficiencies, to establish a set of effective performance appraisal method and put forward the implementation scheme and safeguard measures. Hope that through my thesis can establish a scientific marketing strategy to provide theoretical guidance for the Qiqihar No.2 Machine Tool company, also can produce business to provide reference for other machine tools.This paper takes the performance appraisal theory as the theoretical foundation of research, combined with the enterprise theory, behavior theory, human resource management theory, uses the method of combining theory and practice, has done extensive research to align the Qiqihar No.2 Machine Tool company marketing team performance appraisal of the situation, to collect large amounts of data, and that the full access to relevant literature, through the analysis, combined with the the actual situation of the sales department proposed the new performance appraisal scheme, the formation of the performance appraisal system, and to develop measures to protect the detailed implementation, to ensure that through the new performance appraisal program sales employees improve efficiency, correctly guide the staff with the corporate strategy to establish personal occupation development goals, the increase in the competitiveness of enterprises, at the same time, the cultivation of reserve talents and reserve cadres for the enterprise, in order to adapt to the severe market situation, a solid foundation for the rapid development of the enterprise next.