Research On The Improvement Of Employee Performance Appraisal In The Marketing Department Of HT Real Estate Company

HT real estate company is a private small and medium-sized real estate development enterprise.Affected by the macro environment,small and medium-sized real estate enterprise product sales and market demand,sales blowout phenomenon is difficult to reproduce,flat pin will become the daily state of the sales cause sales cycle longer,this change causes HT real estate to marketing staff only in concentrated sales stage assessment way no longer adapt to the market changes and the requirements of enterprise development,need to improve the Marketing Department staff performance appraisal.In addition,due to the increase of the marketing agency company and channel company that contribute to the sales work of the Marketing Department,the sales cost of the Marketing Department is increased,so that the Marketing Department considers strengthening the team building,improves the performance efficiency of the employees through performance appraisal,and arouses the enthusiasm of the employees.In this paper in HT real estate company marketing staff performance appraisal in the process of improvement research is very pay attention to the theory and marketing management practice,using literature research method to establish the theoretical basis of performance appraisal,with the help of in-depth interview method gradually understand the problem,summarizes the problems and further analyze the causes of the problem,to have the improvement of goals.According to the company’s actual operating conditions,the marketing staff performance appraisal improvement,the balanced scorecard(BSC)and key performance index appraisal method(KPI)effective combination,from the perspective of the balanced scorecard four dimensions to show the marketing main business content and workflow,and further analyze the marketing management process and key nodes,on the basis of improving performance appraisal indicators.In improving key performance appraisal index,strategic guidance to the number of performance appraisal indicators not too much,and if you want to make the performance appraisal objective effect,need to more fully reflect the employee performance level,the corresponding performance appraisal index and not too little,at the same time use heavy index and weight index can solve the contradiction between them,both outstanding performance focus,and more comprehensive evaluation of performance.In addition,combined with the characteristics of different project development stages,the performance appraisal cycle is improved.On the basis of the improvement of performance indicators and performance appraisal cycle,corresponding improvements have been made in the aspects of performance index weight,performance indicator appraisal standard,performance result level,performance appraisal form,etc.The performance improvement of HT real estate company aims to fully mobilize the enthusiasm of the marketing Department staff,improve the efficiency of staff and organizations,realize the implementation of business objectives,promote the achievement of enterprise strategy,and enable the enterprise to achieve stable and long-term development.This performance improvement work is closely related to the work practice of the Marketing Department,covering various positions in the Marketing Department,which can be used for reference for other similar type of real estate enterprises to improve the performance of the Marketing Department employees.