Research On Performance Evaluation Of Marketing Department Of ZT Group

With the increasingly prominent importance of human resources in business management,enterprises pay more and more attention to human resource management,especially enterprise performance management.Based on this,the dissertation bases on the status quo of enterprise performance management and takes the marketing department of ZT Group as an example to study the performance management of the department,aiming at building a new performance evaluation system,giving full play to the advantages of human resources and improving human resources Management efficiency.First of all,the thesis studies the present situation of ZT Group's marketing department's performance appraisal.The company sets up a special performance appraisal institution and a person-in-charge,sets the performance appraisal index,the performance index standard,the performance appraisal grade and other relevant performance evaluation system;after the analysis,it is found that the evaluation index of the existing performance evaluation system is single,the weight setting is not reasonable,and ignore the problems of employee learning and development.The reasons are as follows.It is concluded that managers lack a comprehensive understanding of performance evaluation,pay one-sided attention to business evaluation,lack of professionalism in design index and lack of dynamic management,which cause the above problems.Secondly,construct the performance evaluation system of ZT Group marketing department,the implementation steps are as follows.First,using the balanced scorecard to identify the departmental development goals as four dimensions of finance,customer,internal operation,learning and growth.Second,according to the indicators to determine the relevant principles,to determine the financial dimensions,customer dimensions,internal operation dimensions,learning and growth dimensions of KPI indicators,build four first-level indicators and 18second-level indicators performance evaluation system.Third,the use of analytic hierarchy process to determine the weight of key performance indicators.Fourthly,to determine the evaluation criteria of KPIs in each dimension as the main basis for the performance score of the department and appeals in accordance with the performance appeal procedure to improve the applicability of the performance evaluation system.Finally,the paper puts forward measures to protect the ZT Group's marketing department performance evaluation system from the aspects of strengthening the management of the department staff,improving the management of the departmental system and optimizing the departmental information management.The thesis uses the case analysis method to analyze the performance evaluation system of marketing department of ZT Group using the relevant research methods such as Balanced Scorecard,Key Performance Indicators and Analytic Hierarchy Process,and establishes a performance evaluation system that adapts to the development of the department.The thesis is innovative in the topics and research methods,and its research conclusion has reference significance to the performance evaluation of the marketing department,which aims to improve the application of the theoretical research in practice.