Research On The Optimization Of The Performance Appraisal System Of Marketers In The E Sales Department Of C Securities Company

The marketing personnel of securities companies are the front-line personnel of brokerage business,especially in the business department of securities companies,which is very important and has the largest number of personnel.At present,China’s securities industry is in a transition period,with the continuous decline of commission income,high degree of homogeneity of business,fierce competition,and large mobility of personnel.How to objectively,fairly and reasonably assess the marketing personnel,stimulate their enthusiasm for work,and improve the performance level of marketing personnel has become an important problem faced by securities companies in performance appraisal.Performance appraisal is a scientific appraisal method adopted by the appraiser according to the work objectives and standards to evaluate the work completion and job responsibility performance of the appraise.Performance appraisal plays a very important role in whether the enterprise can effectively realize its organizational functions and whether the career development of employees can be successful.It is an important means in the process of enterprise performance management.This paper selects the marketing personnel of E business department of C securities company as the research object.E business department of C securities company was established in 2009.The main work of the marketing personnel is to develop and maintain customers and complete the performance indicators issued by the company.In recent years,the performance of most marketing personnel in E Business Department of C Securities Company is not satisfactory.They excessively pursue short-term assessment results and ignore the long-term strategic development of the enterprise.Through the questionnaire survey,the author summarized and analyzed the existing problems of the performance appraisal of the marketing personnel in E Business Department of C Securities Company,mainly including the inadequate assessment and training,the imperfect assessment indicators and weights,the unreasonable assessment cycle,the lack of performance feedback and improvement,and the limited role of the existing performance appraisal in achieving organizational goals.In the research process,based on the related concepts,contents and methods of performance appraisal,this paper found that the main reasons for these problems were that the existing performance appraisal system could not fully adapt to the changes in market development,could not support the business department to achieve business objectives,did not play the role of performance appraisal as an incentive,did not reflect the market characteristics of the appraisees,and the performance appraisal process was a mere formality,The assessment results are not fully used,and the assessment process lacks communication and feedback.Based on the above problems and on the theoretical basis of the performance appraisal research,this paper proposes an optimization design scheme for the performance appraisal system of the marketing personnel in E Business Department of C Securities Company in combination with the key performance indicator appraisal method.First,it defines the objectives,methods and principles of the optimization design of the appraisal system,and then optimizes the design of the performance appraisal indicators and weights,appraisal cycles,appraisal scales,and job performance specifications,Finally,this paper puts forward measures to ensure the good operation of the new assessment system from five aspects: personnel,culture,feedback,training and finance.By optimizing the performance appraisal system,we can achieve the goal of improving employee performance and enhancing work enthusiasm,so as to promote the enterprise to achieve strategic objectives and continue to operate steadily.