| With the deepening of economic globalization, the focus of the insurance marketcompetition is gradually transformed into the competition of the insurance marketingpersonnel. The insurance industry faces a major strategic issue is how to manage andincentive the insurance marketing personnel in order to improve the performance and gain asustainable competitive advantage. But the existing performance appraisal system can noteffectively mobilize the enthusiasm of the marketing personnel as it limited to the assessmentof performance. As an effective means of business management, performance appraisal playsan important role in evaluate and motivate employees, which can enhance theircompetitiveness and development activity and realize the goal of business management.Scientific performance appraisal can provide gist for the staff training, job configuration andthe pay adjustment, which has a great significance for the dog-eat-dog insurance companies.Therefore, establishing a scientific, reasonable, effective performance appraisal system,whether to improve the marketing staff motivation and performance levels, or to achieveorganization’s goals are particularly important.This paper bases on the domestic and foreign marketing staff performance andperformance appraisal of theoretical research, which summary the influencing factors, the incommon use methods and the relevant theories of performance appraisal. Take three insurancecompanies as the example, analyze the development status of the insurance companiesmarketing staff and the performance appraisal, and the main problems. Put forward theselected principles of the performance evaluation index system for insurance companiesmarketing staff. Through the analyzing and summaring the literature, it put forward four-levelindicators and twenty-five second-level indicators of performance appraisal for theinsurance business executives and grassroots marketing staff respectively. Finalily, identifiedthe performance appraisal index system by using the AHP and gets the four first-levelindicators and ten second-level key performance indicators of insurance companies business executives and grassroots marketing staff. Using the AHP method to calculate the weightvalues for each performance indicator through the questionnaire. The empirical research onperformance evaluation for marketing personnel of H insurance company, it verify therationality and feasibility of the evaluation index system and index weight values. Finally, itput forward some suggestions on using marketing staff performance appraisal system whichbase on the H insurance company’s practice. |
