The Research On Performance Evaluation Of M Company Marketers Based On Balanced Scorecard

As a window to the market,the Marketing Department is the bridge of communication between enterprises and customers,which is of great significance in the enterprise.With the development of globalization and the innovation of digital technology,the Marketing Department is facing more and more challenges and more opportunities.The marketing environment is more complex and changeable,and the performance appraisal of Marketing Department is attracting more and more attention.Our country enterprise in the Marketing Department in the performance appraisal work of overemphasis on financial performance indicators,and ignored the goal of enterprise long-term survival,is the enterprise performance evaluation is difficult to breakthrough the bottleneck of the Marketing Department.By introducing the balanced scorecard,the enterprise overall strategy as the dominant,establish the marketing strategic target as the core,balance the financial,customer,internal processes and learning and growing multi-dimensional comprehensive evaluation,in an attempt to combine the strategic deployment and practical work closely,scientific evaluation for enterprises to create real value of the Marketing Department,and to promote its to play a greater role in the development of enterprise overall strategy.Generally speaking,in the face of increasingly complex,increasingly rapid marketing environment change,incorporating the balanced scorecard into the Marketing Department performance evaluation is urgently needed,for the enterprise have a vital role in the development.In this paper,the specific status quo of M company,to rationalize the basic situation of its marketing department as well as the status quo of performance appraisal,to conduct a scientific and rational analysis of the problem and further proposed the necessity and feasibility of using balanced scorecard;combined with M's marketing department The actual situation,closely around the company's overall strategy of this core content,the scientific and rational use of SWOT analysis to plan the marketing department's strategic objectives and to determine its strategic map;marketing performance evaluation indicators designed mainly from the financial,customer,internal processes,learning and Growth of the four dimensions,the weight of each indicator is mainly through the questionnaire channels,the use of analytic hierarchy process to determine,making M's marketing department's performance appraisal system more scientific and rational;to further determine the specific steps of the implementation of balanced scorecard performance appraisal system As well as the case application.Through the analysis and appraisal of the application results,the conclusions of this study and the future prospects are proposed.The paper puts forward that the performance appraisal system of marketers combined with the situation of M company provides a strong guarantee for the marketing department to develop the market and maintain the strategic activities of customers and lay a solid foundation for M company to achieve its strategic goals.