Research On Optimization Of Performance Appraisal System For Marketing Personnel In DYRY Company

Due to the impact of the new coronary pneumonia epidemic,the competitive market environment is becoming increasingly severe.In order to improve market competitiveness,enterprises must pay attention to the important role of performance appraisal in improving the economic efficiency of enterprises and promoting their sustainable development.However,the performance appraisal system commonly used by enterprises in the sales industry currently has many drawbacks,and the results of performance appraisal are often unsatisfactory,which affects the improvement of enterprise performance management and seriously restricts the growth and development of enterprises.DYRY company,as a leading local manufacturing company,produces and sells low-temperature milk as its main business,and the performance level of its sales staff directly affects the economic benefits of the company.In order to improve economic efficiency,the company began to explore the management of sales staff by performance appraisal means as early as the 1990 s,and the performance appraisal system was established earlier,and its performance appraisal of sales staff is somewhat representative and typical,and can represent the basic status quo of a part of local enterprises of the same type,with great study value.Therefore,this paper selects DYRY company as the research subject and conducts a study on the performance appraisal system of sales personnel,aiming to optimize the performance appraisal system of sales personnel and give full play to the important role of performance appraisal in improving the economic efficiency of enterprises and promoting the sustainable development of enterprises.Specifically,this paper takes the key theories of enterprise performance appraisal as the basis of research,makes comprehensive reference to the current situation of research on enterprise performance appraisal at home and abroad,and closely combines the author’s social practice experience in DYRY company,and conducts comprehensive analysis and research on the work characteristics of sales personnel and the current performance appraisal system by using the field survey method to grasp "first-hand " The main problems include single assessment index setting,unbalanced weight setting,excessive attention to matching with work performance,lack of effective feedback of performance results,and lack of full play of incentive,etc.,and dig deeper into the reasons behind the problems,based on which,the The performance appraisal index system of DYRY company’s sales staff is optimized,using the balanced scorecard method to set the range of performance appraisal index selection,the key performance indicator method to determine the performance appraisal index,the cascade analysis method to determine the weight distribution of the index,comprehensive consideration of the input-output ratio of performance appraisal,and determination of the appraisal cycle and appraisal method.In order to give full play to the role of performance appraisal,this paper also explores the diversified application of sales staff performance appraisal results,not only in terms of salary,but also in terms of job and position adjustment,employee training and career planning,and continuous improvement and optimization of the performance appraisal system.Finally,we propose safeguards in terms of organization,system and personnel to guarantee the smooth application of the performance appraisal system for DYRY’s sales staff.