Research On The Improvement Of Performance Appraisal Of Marketing Personnel In Hengyang Branch Of Fude Life

With the gradual opening of China's insurance market to the outside world,a large number of foreign insurance enterprises have entered China,which makes the competition in the insurance industry more and more intense.If an insurance company wants to have a stable market share in the whole industry,it must enhance its core competitiveness,which is reflected in the competition of human resources.For an insurance company,the competition of corporate performance management ability is particularly important in the competition of human resources.Therefore,it is imperative to establish a set of efficient and operable modern performance appraisal system within the company.This paper takes the marketing personnel of Hengyang Branch of Fude life insurance company as the research object.Firstly,it introduces the organizational structure and the general situation of the marketing personnel of the insurance company.Through questionnaire and interview,it analyzes the current situation of the performance appraisal of the marketing personnel of the company,and finds out that the current performance appraisal system of the company for the marketing personnel has the following problems: theperformance plan does not Reasonable,inconsistent with the company's strategy;unscientific setting of assessment indicators,unreasonable weight of indicators;nonstandard assessment process,lack of communication in the implementation process;imperfect performance feedback mechanism,weak timeliness;incomplete application of performance results,inadequate incentive measures,etc.Then the existing problems are studied and analyzed,and the reasons for these problems are as follows: the leadership of the company does not pay enough attention to the performance appraisal;the quantitative indicators of the appraisal are few,which are not closely related to the strategic objectives of the company;the information technology of the performance appraisal is insufficient,and the appraisal data is not comprehensive;the publicity of the appraisal scheme is not enough,and the training mechanism is not perfect,etc.According to the existing problems,using the performance management theory,performance management tools and models learned,and learning from the successful performance appraisal experience of domestic and foreign insurance companies,this paper puts forward the Countermeasures for improving the performance appraisal of marketing personnel in Hengyang Branch of Fude life insurance company:enhancing the communication of performance plan,integrating with the company's strategic objectives;improving the performance appraisal indicators,ensuring Index comprehensiveness;optimize the weight of performance appraisal index to ensure the rationality of the scoringmechanism;optimize the performance appraisal process,improve the responsible department of the appraisal;improve the performance feedback mechanism,establish the appraisal appeal system,etc.Finally,it puts forward the guarantee measures for the improvement of the performance appraisal of the company's marketing personnel,which are elaborated from the aspects of strengthening the attention of the company's leadership,paying attention to the quantification of the appraisal indicators,strengthening the construction of the performance appraisal information system,improving the enterprise training mechanism,strengthening internal communication,and establishing the employee career management plan.It is hoped that through the optimization research on the performance management system and performance appraisal system of the marketing staff of hengyang branch of fude life insurance company,the human resource management level of the company can be improved,so as to enhance the core competitiveness of the enterprise,and at the same time provide reference for other similar insurance companies to improve their performance management.