Research On Performance Appraisal Of Marketing Personnel In Jiangsu Branch Of A Securities Company

In recent years,the financial industry develops rapidly,and the securities market,as one of the three financial industries,develops with each passing day.At the same time,with the rapid development of the economy,the competition is also increasingly intensified.In the background of the gradual depression of the international environment,various brokerages have been layout,seeking transformation,in order to increase the competitiveness of the company.At present,the brokerage industry tends to gather together,and small and medium-sized brokerages will face a survival crisis in the future.If they cannot keep up with the pace of large brokerages and break out among many brokerages,the survival of small and medium-sized brokerages will be in danger.With the opening of the securities industry to the outside world,foreign securities companies will gradually enter the market,and there will be more and more securities companies,the competition will be more fierce.In the personnel management of employees,performance appraisal is an important link,in the brokerage is an indispensable link.In recent years,large securities firms have reformed performance management and adopted fine management mode,which has achieved good results.Small and medium-sized brokerages have learned from them,but many of them have problems in how to implement a suitable performance appraisal system in their own brokerages.They have not yet explored a suitable performance appraisal mechanism,which has become the focus of their thinking.This paper takes Jiangsu Branch of A Securities as an example to analyze and discuss the performance appraisal of its sales department marketing personnel.Based on the research of securities market environment and performance appraisal theory,the paper points out that the performance appraisal of securities marketer is unique.Secondly,interviews and questionnaires are used to explore the attitudes and views of marketing personnel towards the performance appraisal of the business department.It is found that there are the following problems in the performance appraisal of the business department: unclear assessment positioning,systematic assessment methods,undiversified assessment objects,unscientific assessment index design,and unreasonable assessment weight.Thirdly,after a profound analysis and induction of these problems,the conclusion is that the main factors causing these problems are: the securities companies have a wide variety of business and complex,the company’s culture of democracy is not enough,the senior leaders do not pay attention to,the lack of understanding of performance appraisal.Finally,in order to solve the above problems,put forward the corresponding improvement measures,including: add a variety of evaluation items,and each evaluation item score ratio;Using a systematic performance evaluation method to establish the main performance evaluation indicators,on the basis of performance evaluation,on the basis of customer satisfaction evaluation,add the customer satisfaction,learners’ development potential and other evaluation indicators;AHP method is used to determine the weight ratio of each indicator,so as to make the performance evaluation more comprehensive and reasonable.This optimization work will conduct quantitative evaluation on the comprehensive performance of Jiangsu Branch of A Securities,which plays a positive role in promoting its comprehensive performance.In addition,the theory of performance appraisal of marketing personnel in the securities industry is supplemented,which lays a foundation for the subsequent scholars to carry out research on relevant issues.