Construction Of Market Performance Evaluation System For Huludao Mobile Marketing Department

In the era of continuous development of technology and economy,the reorganization of the telecommunications industry has brought greater market competition to China Mobile.In recent years,the market share of China Telecom and China Unicom has continuously increased.The layout of China Telecom's fixed-line broadband has gradually replaced the market share of mobile communications.In such a fiercely competitive market environment,the marketing department of China Mobile has played a pivotal role in the development of the entire company.Trying to improve the performance of marketing staff in the marketing department has become the key to enhancing the overall competitive advantage of China Mobile.The paper takes Huludao branch of China Mobile as the research object.Through investigation and on-site inspection of Huludao Mobile's employees,it is found that Huludao Mobile's marketing staff s enthusiasm is not high in recent years,and the customer's complaint rate is continuously rising.The sales performance of the department has declined,employees have slackened their jobs,and the turnover rate has risen.After detailed analysis of the survey data,the following problems exist in the performance management system of the employees of the department:(1)There is no good communication with the employees in the performance planning and feedback process,and the performance standards are too high and the performance assessment results are not fully utilized.(2)Performance assessment indicators are too single to fully and accurately reflect the work performance of employees.(3)Basically,there is no effective incentive policy.(4)The performance evaluation cycle is irrational.(5)The subject of performance appraisal is single,and the process of performance appraisal is subjective and unfair.As the existence of these problems has seriously affected the development of Huludao Mobile,it is necessary to reconstruct the existing performance evaluation system.On the basis of relevant enterprise employee performance appraisal and performance management literature references,the survey questionnaire was used to investigate the problems existing in the company's marketing department employee performance appraisal system,and the company's marketing department was marketed using exploratory factor analysis and structural equation models.The main problems existing in personnel performance assessment are analyzed and summarized.Then use KPI Key Performance Indicator Method and AHP Analytic Hierarchy Process to determine the key performance indicators and index weights of the marketing department personnel,and build a new performance appraisal system.At the same time,based on the status quo of the original performance appraisal system,improvement plans were proposed in the three stages of performance planning,performance appraisal,and performance feedback.Finally,in order to ensure the effective implementation of the new performance appraisal system,three safeguards were proposed.