Study On The Performance Appraisal Of The Enterprise's Marketing Manager

Science and technology rapidly develop, knowledge economy changes every day, this makes the market competition exceptionally intense, the key of the competition is person's competition. The enterprise's marketing manager as the superintendent of marketing department, since the enterprise's core resources, also is the important human capital, to the development of the enterprise he has the pivotal function. Whether we can make the science, objective and fair appraisal to the achievement which enterprise marketing manager obtains, it can directly affect marketing manager's subjective initiative and the ability display, affect the enterprise marketing manager's performance, finally will affect the achievement of the enterprise. Studying on the enterprise's marketing manager performance appraisal, has the significant theory and practical significance, regarding rich the modern enterprise theory, promoting enterprise marketing manager's performance.This paper generally analyzes the domestic and foreign present research situation of performance appraisal, elaborates the development course of performances appraisal, the correlative theory and the appraisal methods, lays the theory basis for constructing the performance appraisal indicator system of the enterprise's marketing manager; analyzes the enterprise marketing manager's status, the role, the ability and the quality in order to provide the basis for constructing the appraisal indicators, and then proposes the structure of marketing manager's performance appraisal system; analyzes the enterprise marketing manager's present situation, the questions that performance appraisal exists, provides the practical basis for enterprise marketing manager's performance appraisal research; on the basis of enterprise marketing manager's performance appraisal elaboration and present situation analysis, using systemic and scientific study methods, the paper constructs enterprise marketing manager's performance appraisal indicator system, and analyzes the relationship among every indicator, finally uses the level analytic method and the fuzzy synthesis appraisal method to construct enterprise marketing manager's performance appraisal model, calculates and the adjusts every indicator's weight perform in performance appraisal indicator system, and makes the theoretical analysis to the calculated result, proposes the breakthrough point of promoting performance to make sure the performance appraisal indicator system's the scientific nature, the rationality and the integrity.