Abstract: In the practice of enterprise human resource management, it is particularly important to evaluate the performance of marketing personnel, which is directly related to the quality of enterprise marketing performance and the size of marketing profit. This paper analyzes the present situation of performance appraisal of enterprise marketing personnel, finds out the existing problems and analyzes the reasons, and finally puts forward the solutions and related rationalization suggestions.
Keywords: performance appraisal; Marketing performance; Marketing personnel
1 Importance of performance evaluation to marketers
1. 1 Performance appraisal is a reasonable basis for determining the salary of marketers.
The salary of marketing personnel is generally paid in the form of basic salary plus commission. The initial salary of employees shall be stipulated by the human resources department of the enterprise. With the increase of employees' length of service, employees' wages will change accordingly, and the basis for salary increase or salary reduction is determined by the performance appraisal of marketers. The performance appraisal of marketers gives a criterion through quantitative analysis, which scientifically and reasonably determines the salary range and welfare benefits of marketers, so performance appraisal is a reasonable basis for determining the salary of marketers [1].
1.2 Performance appraisal is an effective means to motivate marketers.
Marketers have both material incentives and spiritual incentives [2]. As an effective means and method, performance appraisal can make a comprehensive diagnosis of marketers, find out their existing problems and deficiencies, and urge them to improve and improve. At the same time, performance appraisal is often an important means for enterprises to eliminate incompetent employees, so it will also motivate marketers to make continuous efforts to some extent.
1.3 performance appraisal is an important method to improve business ability.
The promotion of marketing personnel's business ability requires their own efforts and strict requirements of relevant management systems of enterprises. Performance appraisal is conducive to the improvement of marketing personnel's own business ability. Through the performance appraisal of marketing personnel, enterprises play the role of supervision and inspection on the one hand, and evaluate and feedback marketing personnel on the other hand, urging them to continuously improve their business level and ability through various means. Only in this way can they constantly improve their business ability and meet the requirements of enterprises and society.
2 Enterprise marketing personnel performance appraisal problems and causes analysis
2. 1 The appraisal object is not clear.
The strategic goal and marketing goal of an enterprise should be the starting point and purpose of the enterprise's performance evaluation of marketing personnel. However, when companies conduct performance appraisal, the appraisal objectives are often unclear, and performance appraisal is only used as the basis and evaluation standard of employees' wages and bonuses, which makes performance appraisal lose its important role and has no purpose and direction.
2.2 unreasonable design of assessment indicators
Scientific and reasonable performance indicators can truthfully reflect the work of enterprise marketers and accurately evaluate and reflect the performance and business level of marketers. The unreasonable design of evaluation index will make the evaluation unfair and cause employees' dissatisfaction. When designing evaluation indicators, enterprises only pay attention to the assessment of marketing quantitative indicators and performance indicators related to marketing, and lack reflection on other corresponding indicators. In addition, the index setting is general, not detailed and unreasonable.
2.3 Evaluation subject is single
Performance appraisal is a systematic project, which needs the attention of superiors, the cooperation of employees and the actual operation of human resources departments. The complexity of performance appraisal determines that enterprises need a standardized organization to carry out corresponding work and conduct performance appraisal for marketers. The performance appraisal of enterprise marketing personnel is mainly completed by superior supervisors, and the performance appraisal subject is single and lacks supervision. In addition, the evaluation of this marketer is often based on the subjective evaluation of the competent leader, which will easily lead to unfair evaluation and make the evaluation work a mere formality.
2.4 The evaluation results are not transparent and public.
Performance appraisal should be a two-way communication process. However, in enterprises, performance appraisal exists unilaterally, the results of performance appraisal are not transparent and open, marketers do not fully understand the relevant performance appraisal rules and regulations, and the corresponding scoring rules are not widely known. In addition, employees can only passively accept performance results, and if there is unfairness, there is no relevant path to appeal and reflect. This performance appraisal mechanism will inevitably lead to negative emotions of employees and dispel their enthusiasm for work.
3 Countermeasures and suggestions for solving the performance appraisal problems of enterprise marketing personnel
3. 1 Pay attention to performance appraisal
Performance appraisal is not a simple evaluation, but a systematic project. However, a considerable number of leaders and employees do not pay special attention to performance appraisal, and think that performance appraisal is only a method of human resource management in enterprises, and it has not been raised to the strategic level. To this end, enterprises should pay attention to the performance appraisal of marketing personnel, so that the goal setting of performance appraisal is consistent with the strategic goal of enterprise development, so that performance appraisal becomes a key link of enterprises and plays an important role [3].
3.2 Scientific design evaluation indicators
The index design of performance appraisal should fully reflect the marketing work of marketers, and the establishment of indicators should be comprehensive and meticulous, and it should be determined to be systematic and perfect. The assessment indicators of marketing personnel should include not only the indicators of marketing performance, but also the relevant indicators of marketing personnel's work attitude, work ability, work management, work style and so on. Therefore, it is necessary to design assessment indicators scientifically to ensure the rationality and integrity of performance appraisal.
3.3 the establishment of standardized assessment agencies
The systematicness and importance of performance appraisal require enterprises to establish standardized appraisal institutions to evaluate marketing performance indicators. Generally, standardized assessment institutions are mainly conducted by superior leaders, colleagues, relevant personnel and human resources department personnel for 360-degree all-round assessment. Standardized assessment institutions not only show the professionalism of the company's human resources work, but also show the importance that enterprises attach to marketing personnel. More importantly, they can accurately evaluate marketers, which is conducive to the smooth development of performance appraisal.
3.4 Strengthen communication and feedback on the evaluation results.
Performance appraisal is related to the immediate interests of marketers, so it is very necessary to be open and communicate. Establish and improve the communication and feedback mechanism of performance appraisal, ensure that the relevant interests of marketers are listened to, strengthen the interpretation of assessment results and the publicity of relevant assessment systems and methods, so that marketers can understand the rules and regulations of company performance appraisal, establish a scientific and reasonable employee complaint system, and complain to relevant institutions in time if they feel unfair, and earnestly safeguard their legitimate interests. Only in this way can we ensure that the enterprise performance appraisal is moving in a healthy and perfect direction [4-8].
4 conclusion
Marketing personnel are the important human resources of enterprises, and the key personnel to contact customers, maintain customers and improve enterprise performance. Because the performance appraisal of marketing personnel is related to the actual interests of marketing personnel and the operating performance of enterprises, we must attach importance to it in the human resource management of enterprises and steadily promote the performance appraisal work.
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