Research On The Performance Evaluation And Optimization Of The Primary Marketing Staff In A Pharmaceutical Company

Performance appraisal is the most effective management tool for employees in modern enterprises.It can not only guide and motivate employees,but also improve enterprise performance.How to set up a scientific and reasonable assessment system has become the focus of many enterprises nowadays.At the same time,the characteristics of the specialty and the rigidity of the demand of drugs have increased the difficulty of marketing in the pharmaceutical industry.Therefore,the performance appraisal of grass-roots marketing personnel has gradually become an important content that every pharmaceutical production enterprise needs to improve and optimize urgently.and the main purpose of this paper is to analyze and find out the existing problems of the performance appraisal system implemented by A company for grass-roots marketing personnel,and put forward corresponding optimization suggestions to adapt it to the company’s new strategic objectives and management level.His research contents are mainly divided into three modules: analysis of relevant basic theory,analysis of problems A the current performance appraisal system of the company,construction of new performance appraisal system and process optimization.specifically,the paper first systematically reviews and evaluates the relevant research results of performance appraisal in recent years,and carries on the post analysis based on the actual situation of the company;then,based on the four dimensions of the balanced scorecard,we design a questionnaire,and select the grass-roots marketers of A pharmaceutical companies as the research object.descriptive statistics and in-depth analysis of the existing problems of the performance appraisal indicators and processes of grass-roots marketers.Based on the theory of performance appraisal at home and abroad,this paper makes an in-depth investigation and study on the present situation of performance appraisal of A companies,and combines the actual situation of A pharmaceutical companies with the idea of balanced score card to expand the existing performance appraisal index.At last,the analytic hierarchy process(AHP)is used to give its weight and its application is tested.Based on this,combined with the shortcomings of the existing appraisal process of A company and the problems in the implementation of performance appraisal,the optimization ideas are put forward for each stage of the performance appraisal implementation process.For example,A pharmaceutical companies should communicate and coach grass-roots personnel on the strategic objectives of the enterprise,so that they can fully understand the strategy and annual business plan of the enterprise;clearly define the responsibilities of the department and assign the indicators to the corresponding departments for performance appraisal,while training their employees accordingly to ensure the effectiveness of performance appraisal;strengthen the performance communication link,establish an effective performance interview system,enhance the understanding of both sides of the appraisal to improve the fairness of the appraisal;and so on,so as to alleviate the bottleneck problem of performance development of A pharmaceutical companies.Based on the research,this paper holds that A pharmaceutical companies must optimize the performance appraisal method and process,attach importance to the application of the performance appraisal result,carry out the interview and feedback of the performance,and set up the corresponding incentive management mechanism when adopting the new performance appraisal index system to the grass-roots marketing personnel.only by forming a benign closed loop,can the grass-roots marketing personnel of A pharmaceutical companies be promoted and grown under the impetus of the new performance appraisal system,can the spirit of the work of grass-roots marketing personnel be adjusted,and new vitality is injected into the development of the company.the company’s strategic objectives and mission can be implemented step by step,which also provides some reference and thinking for the performance management work of other pharmaceutical industries.