Research On The Optimization Of Marketing Personnel Performance Evaluation For L CO.,Ltd.

Economic development has brought great changes to the competition pattern of enterprises,and the role of human resource competitiveness in enterprise competitiveness is gradually increasing.In the category of enterprise personnel,there is a special group that faces the market as the communication bridge between enterprises and customers,not only undertake the task of selling products to make profits,but also take the responsibility for developing the market and promoting products,which is called “marketing personnel”.Since marketing personnel plays an extremely important role in the process of enterprise development and growth,it is an urgent problem that needs to be solved to conduct reasonable and effective performance assessment on the work of market personnel for the enterprise human resource management.In the assessment,it is necessary to consider their efforts in the work while show the working performance of market personnel,and it is necessary to consider the proportion of work process,work attitude and work ability in the assessment while take into account the working results of market personnel.This paper selects L company as the main study object.Based on the specific situation of this company' s human resource management,this paper uses the relevant theories of human resource management through questionnaires and interviews,etc.,to obtain first-hand information about the company's assessment of market personnel,and conducts detailed analysis for the current situation and problems of human resources management in L company.The survey results show that L company still has a large optimization space in the performance assessment of market personnel,which is reflected on unreasonable purpose of KPI assessment,single assessment method,unreasonable assessment items,unreasonable index weight,lack of dynamic feedback and so on.Therefore,after clarifying the basic concepts and related theoretical background,this paper uses the value tree and fish bone diagram to enumerate and screen the KPI based on the principle of KPI setting,and re-empower KPI by expert scoring method and weight factor method,then try to form a set of more systematic KPI performance assessment optimization plan to guarantee the implementation of performance system from the aspects of management system,corporate culture,and communication feedback system,etc.Through the analysis of this paper,it can not only help optimize the effect of market personnel performance assessment of L company,optimize the performance management of the L company management level,and contribute to the improvement of performancemanagement effect,but also improve the human resource management level of the company to some extent.The problems in the performance management of L companies may also be common in enterprises of the same industry,so this study can provide a certain reference for the marketing personnel assessment of other enterprises.