The Optimization Of The SDZD Company Marketing Performance Appraisal Scheme

As a parent company, SDZD Company was founded in 1997 with more than 700 employees. The registered capital is ￥52.3 million, and the total assets are￥300 million. The company has 10 subsidiary companies. This company is a type of fermentation engineering industry service outsourcing company with new and innovative technologies in the field of productive modern service enterprises. The company has provided its customers with systematic technical improvement projects in the non-standard fermentation engineering. In the past two years there has been a decline in the market economy. Which has caused a significant impact on the manufacturing industry. Many small and medium-sized manufacturing companies have gone bankruptcy. As the deterioration of the overall economic environment, the company has experienced a relatively high turnover rate and low job satisfaction of the marketing staff. Since the marketing personnel in the company plays an indispensable role in improving performance and achieving the sales target. These are the problems to be solved urgently at present. Through interviewing the marketing staffs and investigating the company’s situation, we found that the major cause of the high marketing staff turnover rate and the low satisfaction problem is there are defects for the Performance Appraisal Scheme (PAS) in the company’s marketing department. This study focuses on how the PAS works, what issues there are in implementing the PAS, and how to optimize the PAS in the performance of Marketing Department. In this paper, study methods include theoretical study, case analysis and comparative analysis.Taking SDZD Company Marketing Department as the study object, we examined the SDZD Company’s organizational structure, and the Marketing Department in its personnel components, staff, and the marketing work process. We analyzed the SDZD Company marketing performance appraisal status quo, and interviewed the marketing personnel. Our investigation results show the following problems in its marketing work:1. The existing performance evaluation scheme in the decomposition of the company strategic target is not comprehensive;2. Performance management scheme is imperfect;3. There is the lack of the performance appraisal communication;4. The performance evaluation index was not defined reasonably;5. There is less positive motivation and more punishment; and6. The application of the performance appraisal results is not comprehensive.In order to solve such problems as the high marketing staff turnover rate and low satisfaction rate, and to promote the development of the company, the marketing performance evaluation scheme should be optimized and make it adapt to the current situation of the company. Doing this will promote the development of the company, mobilize the enthusiasm and initiatives of the sales staff.The optimization of the company’s marketing performance appraisal scheme should follow such principles as reflecting performance management ideas; Assessing overall effectiveness related to indicators; Defining clear and specific goal and standard; Diversifying application of the evaluation results; Building an objective, fair, just, open environment; Having the two-way communication from multiple perspectives.Based on the strategic objective analysis, the company should perfect the responsibility of each marketing job position; Set clear performance indicators and performance standards; Design performance management process; Diversify the application of performance evaluation results. Finally the optimization of SDZD Company marketing performance evaluation scheme was completed. This optimization adopted the key performance indicators (KPI) testing method for setting up the performance evaluation of each index and its weight. In order to make the performance process more fair and just, we adopted the 360-degree evaluation method to set the multiple assessment measures for an individual to be evaluated.Finally, setting measures in the process of implementing the SDZD Company marketing performance appraisal optimization ensures a sooth implementation of the marketing performance appraisal scheme. Such measures include:Strengthening the support from the enterprise senior management for ensuring the performance appraisal scheme propulsion; Strengthening the construction of performance appraisal scheme for ensuring the implementation of the performance appraisal scheme; Strengthening communication for ensuring the smooth progress of performance appraisal program.Through the study of the optimization of the SDZD Company marketing assessment scheme design, the following conclusions can be made:1. The performance management is one of the important components for the human resource management work in the company, and it is also one of the basic measures for realizing the strategic objectives. As a type of small and medium-sized enterprise, the SDZD Company must conduct a comprehensive performance management.2. Based on the results of literature review and the results of analyses the SDZD company actual situation and comparing various performance appraisal methods, the evaluation method of key performance indicators (KPI) was applied for optimizing SDZD Company’s marketing performance appraisal scheme. The application of KPI in the enterprise must have some basic conditions, which include clear and certain enterprise strategy, enterprise culture of paying attention to independent, innovation and performance, full authorization to the marketing staff, and a good relationship between the company and employees.3. In order to make the process of the performance appraisal fair and just, we adopted the 360-degree evaluation method, which has a diverse setting for individuals to be evaluated. This method can reduce bias in the process of evaluation, and enhance the fairness of performance appraisal and authenticity.4. Establishing the scheme of performance appraisal is a process of constantly perfecting, and continuous improvement. Marketing performance evaluation scheme requires continuously finding out and correcting its shortcomings which are not suitable to the company development during the process of long-term operation. The continuous correction, improvement, and maturity will eventually create the performance appraisal scheme which is able to adapt to the company development and promote the development of the company.In this paper, we studied SDZD Company marketing performance appraisal program and analyzed the existing problems of implementing the marketing performance evaluation scheme by using the related theory, and the methods of combing theoretical research and case study. We applied the theory in the practice in using key performance indicators (KPI) inspection method and 360 degree evaluation method. As a result, the marketing performance evaluation scheme is optimized. We hope that such optimization can resolve such problems as high staff turnover rate and low satisfaction rate in the Marketing Department of the company, and hence to promote the development of SDZD Company and improve the company’s core competitiveness and achievements.