Research On Marketing Personnel’s Leadership Influence On Its Individual Performance

Employee performance is the most important variable to measure the micro management activity achievement, it is the basis of the formation of enterprise performance, and it plays an important role in management. Marketer as the pioneer of expanding and stabilizing the market, its performance is directly related to the overall performance of the enterprise, so study on the influence factors of the marketing personnel’s individual performance can help enterprise from the low performance translate to high performance, and also enhance the competitive ability of the enterprise. The existing research confirmed that the leadership has greater influence on employee performance, good leadership has a promoting effect to the promotion of individual performance. But as a result of the definition of the concept of leadership is not unified, most of the existing related research was aimed at the leader’s leadership has been the impact of subordinate’s individual performance, study on the relationship between the leadership and individual performance of the same individual is less. Therefore this article selects the real estate industry marketing personnel’s leadership and individual performance as the research object, and has a further discussion.This article first reviewed the related concepts and theory review of leadership, individual performance, through literature frequency analysis to determine the five dimensions of leadership, respectively are decision-making ability, organization and plan ability, influence ability, communication and coordination ability, strain capacity. Individual performance could be divided into task performance and related performance. Then in the form of corporate ownership as a moderator variable to construct the theoretical model of the impact of leadership on individual performance, and puts forward the relevant hypothesis; Use the foreign scholars’ mature measurement scale for reference, and combining the actual situation of the real estate industry, designed the questionnaire, and use the SPSS statistical analysis tools with correlation analysis, variance analysis, regression analysis and so on to verify the model and assumptions. Finally it is concluded that the research conclusion of this article.From the perspective of the research results of this paper, the main conclusions draw the following: Firstly, the marketing personnel’s leadership in five dimensions has a positive significant influence on task performance, and decision-making ability is the biggest impact on task performance; Secondly, decision-making ability, communication and coordination ability of marketer has a positive significant influence on associated performance; Finally through the single factor analysis of variance, found that the leadership of marketers who come from real estate enterprises of different ownership does not exist significant differences, at the same time, there is no difference on the impact of their leadership on individual performance, task performance and associated performance, the degree of influence of the five dimensions of leadership on the individual performance are roughly the same.