A Company Marketing Personnel Performance Management System Research

Marketing personnel play a mainstay role in the process of the business activities of enterprises, which is the guarantee of economic profit and the key to achieve sales target.At present, china’s performance management is in the exploration stage, there is no standardized marketing system, enterprises do not pay attention to the marketing staff performance management system research. So it results in decreased performance of marketing personnel, job hopping frequently and the decline of enterprise benefit.Therefore, how to strengthen the marketing personnel management and improve the economic efficiency of enterprises, is the key to the success or failure.This paper takes A company as an example, A company’s marketing personnel performance management based on the problems. Combined with the Balanced Score card(BSC) and key performance indicators(KPI) to determine the performance indicators of marketing personnel, and through the use of performance indicators questionnaire and Spss software analysis to eliminate unreasonable indicators and ultimately determine the key performance indicators system of marketing personnel. The use of AHP determines the weight of marketing personnel performance indicators, combined with fuzzy evaluation method for marketing personnel will be scoring, performance communication system applied to the whole process of performance management. It can build the A company marketing personnel scientific performance management system. In order to effectively implement the performance management system of marketing personnel, A company should build up rational organization, advocate a people-oriented management thinking,create performance communication culture and increase employee performance management training. Hope that this paper can make up the defects of the theory and practice research on construction of enterprise marketing personnel performance management system, but also can provide the reference and help for similar enterprises.