Research On The Optimization Of HX Real Estate Marketing Personnel Performance Appraisal Scheme

In the context of rapid economic development,the competition pattern of enterprises has changed,and the competition for human resources has gradually increased among enterprises.As a marketing personnel,directly facing customers,is the "link" between enterprises and customers,shouldering the important task of creating revenue for enterprises,not only to develop markets and promote products for enterprises,but also to make irreplaceable and outstanding contributions to the development of enterprises,because marketing personnel play a key role in the development and growth of the company.Therefore,it is a crucial task to develop a scientific and effective performance appraisal mechanism suitable for marketing personnel.In the appraisal process,it is important to consider not only the performance of the marketing staff,but also the level of effort in the work,as well as the weight of the marketing staff’s work process,work attitude,work ability and work performance in the performance.In this thesis,we take the marketing staff of HX real estate company as a case company,sort out the relevant research results at home and abroad,and conduct field research in HX real estate company,and use a combination of qualitative research and quantitative research to analyze,we take HX real estate company as an example,and adopt the literature research method,systematic analysis method,questionnaire survey method and AHP hierarchical analysis method and other research means to your company’s performance appraisal We adopted literature research method,systematic analysis method,questionnaire survey method and AHP hierarchical analysis method to analyze and study your company’s performance appraisal system in detail.The study found that HX Real Estate still has much room for improvement in assessing the performance of its marketing staff.Specifically,the appraisal objectives are not clear;the design of appraisal indexes is not reasonable;the design of appraisal index weights is not reasonable;the appraisal standards are not standardized;the appraisal process is not quantitative enough;the appraisal feedback channels are not smooth;and the appraisal incentive effect is not enough.The key performance indicators are reconsidered through expert scoring method and hierarchical analysis analysis layer process to establish a more systematic performance assessment and optimization program.And the performance appraisal standards are implemented from the financial,customer,training and learning and internal operation aspects of the company respectively.This thesis also proposes the safeguard measures that HX Real Estate needs to implement regarding the optimization of the performance appraisal management system,mainly: sound performance appraisal operation mechanism guarantee;vigorously promote the assumption of performance culture;strengthen the support and cooperation of corporate management;increase education and training efforts;and smooth performance communication and feedback channels.The analysis of this thesis has a certain reference role in optimizing the improvement plan of performance evaluation of marketing personnel of HX Real Estate Company,improving the performance management of management of HX Real Estate Company,enhancing the effectiveness of performance management,and helping the enterprise to improve the management mechanism of enterprise human resources to a certain extent.At the same time,the research of this thesis can provide reference and reference for the evaluation of marketing personnel of other small and medium-sized real estate companies.