Research On Performance Appraisal Of Marketing Personnel In A Company

With the development of communication information technology,and the integration of IT and CT,as well as the pace of 5G and the implementation of strategy on national new infrastructure,ICT is developed from telephone surfing to 5G+IOT+Artificial Intelligence,and the informatization upgrading and digital revolution is realized,followed by the increasing number of related enterprises communication and information industry.Under these circumstances,how to improve the core competitiveness,especially the shaping and improving on the comprehensive quality of personnel has being an important factor for the modern communication information enterprise to develop.Adopting performance appraisal could fully mobilize the enthusiasm and creativity of employees,and improve personnel efficiency effectively,which will promote the realization of enterprise strategy directly.Giving full play to the potential of marketing personnel by effective performance appraisal has become a key development issue to improve enterprise performance.This paper studies the optimization of performance appraisal from the perspective of marketing personnel of A Information Technology Company.It uses comprehensively the methods of literature review,questionnaire survey,in-depth interview,case study,and system analysis.This paper based on the research and analysis of current situation of performance appraisal of A Information Technology Company,summarizes the major problems and analyzes the reasons for it in depth,so then optimizes the performance appraisal of A Information Technology Company.Through the research and analysis of this paper,A Information Technology Company exists some main problems about the performance appraisal of the marketing personnel,such as the single assessment indicator,the incomplete performance appraisal subject,the insufficient emphasis on assessment,the lack of reasonable and effective application of results,the lack of assessment results and feedback communication,which are very unfavorable to the improvement of marketing personnel’s enthusiasm and creativity.Therefore,based on the combination of qualitative and quantitative assessment,this paper gives ideas that the targeted subdivided assessment should be adopted according to job nature of marketing personnel,especially for professional and part-time marketing personnel.Besides,on the appraisal criteria,appraisal cycle and weight for each indicator to set,this paper also proposes such methods as giving feedback continuously to improve the performance appraisal level of marketing personnel.