A Study On The Performance Appraisal Syetem In Marketing Ceter Of HNZY Company

HNZY company is a large state-owned enterprise,which is a typical state monopoly industry.With the support of national industry policies and local protectionism,the company has achieved better performance in the past.But as the local protectionism was limited and promoted free competition in the industry,the HNZY company’s competitive position in the industry has not been entered the first group,compared with the industry leading enterprises,in terms of sales revenue,tax revenue and profit,the compang faces increasing management pressure.In the present case,HNZY companiy has tranfored from the previous industry management institutions into independent institutions,the company’s role transformation inevitably require a major change in management function,which means transformation from the industry supervisior to participatant of the competition in the market.Therefore,it is necessary to break the traditional distribution mode and establish new performance appraisal system.In this paper,we take the performance evaluation of marketing center of HNZY company as the research object,according to the basic HR theory and HR practice,we analyse the status of performance appraisal in the marketing center of HNZY company through the questionnaire and on-the-spot investigation.Point out the basic problems on performance appraisal in the marketing center such as : the staff performance satisfaction is low,the content of the performance appraisal is unitary,the performance appraisal system is imperfect and the performance appraisal result application is not reasonable.Then,using the Balanced Scorecard theory and KPI performance appraisal theory,the paper puts forward some corresponding optimization suggestions for the marketing center:The first is by improving the abilibty of appraisal team and improving the staff participation to improve the overall appraisal satisfaction in marketing center;The second is through the three aspects of: Distinguishing different examiners,optimization of performance appraisal methods and rating liberalization and diversification in performance appraisal,we try to perfect performance appraisal system.The third,through the establishment of a comprehensive evaluation index system based on the Balanced Scorecard and the balance of personal performance and team performance,try to improve the assessment content of marketing center.The four is to expand the application of performance appraisal results by optimizing the marketing mode and marketing plan adjustment,optimizing the construction of marketing team,providing reference for the staff career development.At last,based on the optimization suggestions,an evaluation index is given which is more abundant,more balanced.we hope that it can provide strong support to enhance the level of performance appraisal in the marketing department.