Research On The Marketing Performance Appraisal System Of The Dealers In C Company East China

The management of dealers has always been an important and thorny issue for automobile enterprises which adopt the form of distribution.From the perspective of business execution,the company's headquarters policy need to rely on regional managers to publicize the dealers,and supervise the implementation in place.On the other hand,the personnel appointment and dismissal of distributors are not determined by region,but mainly responsible for their employers.This makes the region and distributors have a special relationship of"semi-leadership"and"semi-subordination".In the daily practice of regional distributor management,we can often see the phenomenon that distributors'disobeying to regional managers.As the pain point of regional management,it is urgent to seek effective and targeted solutions.This article will be based upon the actual marketing business development of C company in the eastern district,starting from the above problems,through combing the relevant performance appraisal and incentive theory,summarize and reflect on the current situation of performance appraisal of C company's regional marketing distributors,so as to dig deep into the existing problems.In view of these proplems,this paper puts forward improvement plans one by one,summarizes the design objectives and guiding principles of the new performance evaluation system,and finally forms a new performance evaluation system for distributors.Then through collecting and analyzing the actual data,the new performance appraisal system is continuously optimized and improved,and finally a set of systematic,effective,universal and worth promoting marketing performance appraisal system or methodology for distributors is refined.