W Company-Study On The Improvement Of Performance Appraisal Index Of Marketing Department

W company, as a branch of the retail chain giants famous world fortune 500 enterprises in China, is always facing fierce competitions against both domestic and foreign companies. As one of the core sectors of the W company a stable and proactive marketing team is crucial to the company. To achieve the incentive for employees and maintain the stability of employment, Managers need design a reasonable and effective performance appraisal index to strengthen the W company marketing department’s performance evaluation.Firstly, this paper introduces the general situation of the W company’s marketing department and the current assessment indicators of sales staff. Then it summarizes relevant theories and methods of performance evaluation. By analyzing the data from the questionnaire survey and interview contents with sales staff, it concludes the outstanding problems and deficiencies of the current performance appraisal index system. According to the researching results, fishbone diagram method, brainstorming and Delphi method are used to optimize the sales staff performance appraisal index. Besides that, Delphi method is also applied to optimize the evaluation index weights, which provides relevant safeguards to the implementation of performance appraisal index.The historical data comparison method were used to assess the effect of new index system and the results turn out significant improvements with turnover rate, the employee engagement, assessment index satisfaction and sales performance indicators. This paper provides method to improve W company sales personnel performance appraisal index, and practices the relevant theories of performance appraisal index optimization. To those enterprise,which have similar performance evaluation indicator problem, the present of this paper also have some reference value.