Research On The Improvement Of Performance Appraisal Of Marketing Staff In Yinchuan Branch Of Credit Card Of ZX Bank

Against the backdrop of slowing global economic growth,after the COVID-19 epidemic has been effectively controlled,China’s economy has gradually recovered and gained worldwide attention.Finance has played an important role in the process of economic recovery.At present,there are many types of financial products,including credit cards,which are closely related to people’s consumption.Credit cards play an important role in China’s economic development and have become the most frequently used non cash payment tool for individuals.In recent years,the number of cards issued and transaction amounts has been increasing year by year.According to data released by the central bank,as of the end of 2021,China has opened 800 million credit cards,a year-on-year increase of 2.85%.Each person holds 0.57 credit cards,and 80%of state-owned and joint-stock banks have credit card consumption amounts exceeding 1 trillion yuan.Credit cards resonate with China’s economic development,taking on the financial mission of promoting residents’ consumption and stabilizing the economy,injecting new impetus into the continuous release of China’s consumption potential and serving people’s better lives.This article takes the Credit Card Yinchuan Branch of ZX Bank as an example,selects the performance evaluation of marketing personnel,which accounts for the largest proportion of organizational performance evaluation,as the research object.Through questionnaire surveys and interview methods,the performance evaluation of marketing personnel is investigated and analyzed,and some personnel are selected from numerous marketing personnel,supervisors,and managers for interviews.After conducting a questionnaire survey and interview survey,statistical analysis of the data revealed that there are currently the following issues in performance evaluation:inaccurate positioning of evaluation objectives,inaccurate formulation of evaluation performance indicators,lack of a sound evaluation feedback mechanism,and unreasonable application of evaluation cycles and results.To improve the quality of performance evaluation and optimize the performance evaluation system,we can proceed from the following aspects:determining specific performance evaluation optimization goals and principles,determining specific performance evaluation processes based on the actual situation of Yinchuan Branch,combing and determining key evaluation indicators based on relevant indicator theory and performance evaluation theory,and reconstructing performance evaluation indicators and weights;In addition,KPI assessment methods can also be used to optimize the performance evaluation cycle,adjust and improve the performance evaluation process,and optimize the existing communication and feedback mechanisms for performance evaluation.When carrying out personnel promotion,position adjustment,education and training,the assessment results can be combined to make good use of the assessment results.In order to implement the performance evaluation system,this article proposes guarantee measures from three perspectives:organizational,institutional,and technical.This article focuses on the current performance evaluation status of marketing personnel in the credit card Yinchuan branch of ZX Bank.The existing problems are studied and analyzed,and specific optimization measures are proposed to improve the sales level and ability of marketing personnel in the Yinchuan branch,create a positive and upward performance atmosphere,continuously improve the enthusiasm of staff,and improve the operational efficiency of the branch.