Research On The Optimization Of Perfomiance Appraisal Of Marketing Departmepnt In W Company

Balanced scorecard(BSC)is a kind of performance appraisal method which has been implemented by many enterprises at home and abroad.Compared with 360 degree appraisal and key performance indicator method,balanced scorecard can transform the long-term goal planning of enterprises into short-term goal,and make the overall strategy of enterprises infiltrate into the core of enterprises.In addition to financial indicators,BSC also focuses on non-financial indicators such as customers,internal processes,learning and growth,and organically combines financial and non-financial indicators to reduce the wrong behaviors caused by short-sightedness.The marketing department serves as a window and bridge for enterprises to communicate internal management and external environment and information.Its special meaning and complex environment are self-evident.The introduction of the balanced scorecard in the performance evaluation of the marketing department,and the establishment of a scientific comprehensive,comprehensive and balanced index system and an effective performance evaluation system based on strategy will become the driving force for the company's development.W company is a world-famous supplier of food and beverage packaging,which has been in China for more than 20 years.The overall strategy of W company has been constantly adjusted and optimized with the changes of the market,but the performance appraisal system of the Marketing Department lags behind,and it is still in the early stage of exploration,especially for the evaluation of the marketing department,the incentive mechanism has not been adjusted accordingly with the strategy,and the corresponding incentive mechanism has not been achieved.Employees' strategy for the company is not clear,career planning for the future is vague,and the lack of incentive role in the existing performance appraisal leads to brain drain,etc.This paper will analyze the status quo of the performance appraisal system of the Marketing Department of W company,such as:the high turnover rate of staff in the marketing department,vague career planning,and low satisfaction.Investigate and analyze the actual marketing department of W Company,review,research and analyze the marketing department's organizational structure,personnel composition and marketing aspects,and pass the excellent corporate marketing department performance evaluation cases and theories The enterprises of the Ministry combined with the actual situation and re-optimized the design of its performance appraisal system.and re-optimize and design the performance appraisal system by combining with the actual situation of the Marketing Department of W company.This paper mainly introduces the introduction process,optimization of assessment dimension and calculation of weight of the performance appraisal system based on balanced scorecard in the Marketing Department of W company,and uses SWOT analysis to formulate the strategic objectives and draw the strategic map of the Marketing Department.Decompose the strategic objectives into individual appraisal indicators of employees,and clarify the individual's position in the enterprise and department strategy Position:invite experts to combine with the actual situation of marketing department of W company and market characteristics,and use AHP to determine the dimension and evaluation index weight.As W company is a foreign-funded enterprise that entered the Chinese market early but developed slowly,it has certain representativeness,so it is very meaningful to study the foreign enterprise reform similar to W company which is in trouble.In addition,applying theory to practice has practical significance for strengthening personnel management,improving the motivation,belongingness,and satisfaction of marketers,thereby reducing staff turnover.