| CL Life is a large domestic insurance company.After starting to deepen the reform,CL Life incorporated the front-line marketing team into the organizational structure to implement performance appraisal,and allocated operating expenses differently according to the performance appraisal results.This paper studies the existing performance appraisal index system of the marketing team of CL Life M Branch,and finds that it has not effectively promoted the performance level of the marketing team of CL Life M Branch in the year of trial implementation.In order to improve the existing performance appraisal index system and improve the application satisfaction,this paper first selects the fairness theory and the two factor theory as the theoretical basis of the research through the literature reading method,and collates the domestic and foreign research literature related to performance appraisal and balanced scorecard.Through the analysis of the research literature,it is concluded that the balanced scorecard is a method of implementing performance appraisal,and its application in domestic insurance industry performance appraisal has been very common and mature.Secondly,this paper collates the current situation of M City Branch of CL Life and its marketing team,and conducts in-depth analysis of the existing performance appraisal index system by using the interview method.It finds that there is imbalance between financial indicators and nonfinancial indicators,imbalance between long-term goals and short-term goals,and lack of implementation of security measures.Therefore,it is concluded that the Balanced Scorecard is very suitable for this study.Next,this paper analyzes the strategic objectives of the marketing team of CL Life M Branch,and draws a strategic map accordingly.Then,based on the four dimensions of strategic objectives and their key elements presented in the strategic map,the indicators are screened,and the weights of indicators are designed by combining expert scoring and structural entropy weight method to form a perfect balanced scorecard four dimension assessment indicator system.Finally,this paper designed a questionnaire combined with data to verify the balanced scorecard four-dimensional evaluation index system,and compared with the existing performance evaluation index system,the application effect is satisfactory.In order to ensure the continuous and effective application of the balanced scorecard four dimension assessment indicator system,this paper proposes safeguard measures.I hope this paper can provide some ideas for the improvement of the performance level of the marketing team of CL Life M Branch,and also have some reference value for the improvement of the performance evaluation index system of the same type of marketing team. |
