Research On The Performance Appraisal Of Marketing Personnel In Jiangxi Lifei Biology Pharmacy Company

In recent years,the veterinary medicine industry not only faces the fierce competition in the big environment,but also experiences the change of the industry itself.First,the breeding model of the veterinary medicine industry is changing,The change from self-sufficient free-range farming to large-scale and specialized farming;Second,the marketing model of the veterinary medicine industry is changing,from the previous channel model to the direct sales model,in addition,the veterinary medicine industry has emerged the phenomenon of job burnout and core staff loss.Veterinary drug companies in the face of industry changes,the need for more scientific and reasonable management system to enhance the company's core competitiveness.As the most direct contact between the company and customers,marketing personnel is the key executor of enterprise performance,represents the image of the company,It is the company's important human resources.So how to mobilize the scientific enthusiasm of marketing staff is the basis for the development of veterinary medicine companies,but also the core of human resources management.Based on the research results of domestic and foreign scholars on the performance appraisal of marketing personnel,this paper takes the marketing personnel of Jiangxi Lifei Biology Pharmacy Company as the research object,adopt interview,on-the-spot investigation,issue the questionnaire and so on many kinds of forms to carry on the comprehensive analysis to the company marketing personnel performance appraisal.On this basis,the author finds out the problems existing in the performance appraisal of the company's marketers in the following five aspects: First,the performance appraisal index is not scientific;Fourth,the assessment results lack of feedback;fifth,the assessment results are only related to income.These problems affect the development of the company,and bring perplexity to the company management.In view of the existing problems,this paper uses the method of combining balanced scorecard and performance indicator to comb and reset the performance evaluation index of the marketing personnel,and then determines the weight of the index according to the expert scoring method,then the assessment criteria,assessment cycle,assessment results feedback and application mechanism are determined.Finally,the safeguard measures for the implementation of the scheme are put forward.The main innovation of this paper is that the veterinary medicine companies adopt the method of combining the balanced scorecard and the performance indicator to set the performance evaluation index for the marketing personnel,there are not only financial dimension index,but also Customer Dimension Index,Internal Process Dimension Index,and Marketer's learning and Growth Dimension Index.I hope that this study can improve the work of the company's marketing staff subjective initiative,reduce staff turnover,improve the competitiveness of the company,but also hope to provide reference samples for other companies in the industry.