Research On The Performance Appraisal Problem Of Marketers In SM Company

With the rapid development of solar cell industry,the internal competition is becoming increasingly fierce.Human resources play an important role in the development of enterprises.In order to gain a foothold in the competition,solar cell enterprises should strengthen the management of people.Marketing personnel undertake the task of creating profits in enterprise management,which has a great impact on enterprise development.How to stimulate the working potential of marketing personnel is a problem that enterprises should consider at present.Scientific and reasonable performance appraisal methods can stimulate the work vitality of marketing personnel,but in reality,many enterprises have many deficiencies in the appraisal of marketing personnel,which seriously hinders the sound development of enterprises.Therefore,how to conduct scientific,reasonable and effective performance appraisal for marketing personnel is a realistic problem faced by many contemporary enterprises.This paper takes the performance appraisal of SM company’s marketing personnel as the research object,aiming to find out the problems of their performance appraisal,analyze the reasons,and finally give the improvement countermeasures.Around this theme,through reading books,periodicals,magazines and other literature,master the relevant theories of marketing personnel performance appraisal and the research status at home and abroad.With the help of copywriting survey,interview survey and questionnaire survey,we can understand the current situation of the performance appraisal of the company’s marketing personnel.Through investigation,it is found that SM company has some problems in the performance appraisal of marketing personnel,such as unreasonable design of performance appraisal indicators,lack of understanding of appraisal contents by marketing personnel,inadequate feedback of performance appraisal results,and narrow application range of appraisal results.The reasons for these problems are the lack of scientific guidance in index setting,inadequate publicity and training for performance appraisal,lack of good communication atmosphere,and unclear purpose of performance appraisal.In order to solve the problems existing in the performance appraisal of the company’s marketing personnel,we must scientifically set performance appraisal indicators,do a good job in publicity and training,strengthen the performance feedback mechanism,broaden the application scope of results,and provide implementation guarantee from the aspects of organization,system,culture and capital.The paper puts forward the improvement countermeasures for the performance appraisal of SM company’s marketing personnel,which can tap the internal potential of marketing personnel,motivate marketing personnel to improve their performance level,and finally help the company create more benefits and values.At the same time,it is expected that this countermeasure will provide reference for other similar enterprises,improve the execution and cohesion of marketing personnel,and promote the implementation of organizational strategic objectives.