| As the window to the market and the bridge between customers and enterprise, the marketing department plays an important role in the company. The globalization of economy and the innovation of digital technology have brought the marketing department opportunities and challenges. The performance appraisal of marketing department is gaining more and more attention with the increasingly complex marketing environment. However, there still have been some disadvantages in the performance appraisal of marketing department, not only affecting the development of the marketing department but also of the business. The balanced scorecard appraises an organization’s performance from the finance, customers, internal process and learning and growing aspects with the strategic targets of company and department at the core, which combining the strategy and the actual work. This method evaluates the long-term benefit brought by the marketing department to corporation and urges the department to commit to achieve the whole strategy of company. Facing the rapidly changing marketing environment, the application of balanced scorecard to marketing department which takes the consumers’ benefits as the premise is a serious issue for enterprises and has its practical significance.This paper firstly analyzes the current situation of the performance appraisal of S company’s marketing department and then puts forwards the necessity and probability of the application of BSC. Secondly, according to the recent development of the department, we make the strategic goal by using SWOT as analysis tool with the strategic target of S company at the core and then draw a strategic map. Thirdly, we design the assessment indexes of BSC for division and staff in four aspects and use Analytic Hierarchy Process to set up the weight and score through questionnaires to design a performance appraisal system which is more suitable for the S company’s marketing department. Finally, this paper puts forward the procedures for implementing and the safeguard measures of BSC and the conclusion and prospect.Connecting with the practical situation of the marketing department of S company, this paper uses BSC and AHP to create a better performance appraisal system for the department, which is of beneficial reference to the application of BSC in the S company’s marketing department. The quality level of performance appraisal of marketing department in S company would be pushed to a higher level to offer protection for the strategic development of the department and strong support to achievement of S company’s strategy. |
