Research On Performance Appraisal Optimization Of Marketing Personnel In CXYY Pharmaceutical Company

With the vigorous development of the pharmaceutical market and the deepening of the implementation of the new medical reform policy,the competition among pharmaceutical enterprises becomes more and more fierce,and the benefit becomes the key to the survival of an enterprise.Good benefits can not be separated from the hard work of enterprise marketing personnel.With the implementation of the "4 + 7" plan and the "two vote system" policy,many pharmaceutical enterprises’ current performance evaluation has been unable to accurately measure the current performance level of marketing personnel,and can not play a practical role in motivating marketing personnel,which to some extent restricts the development of pharmaceutical enterprises.Therefore,in the context of medical reform,the research on the performance appraisal of marketing personnel in pharmaceutical enterprises is not only the objective need for pharmaceutical enterprises to seek for benefit growth,but also the market demand for pharmaceutical enterprises’ marketing personnel to develop professionally.This research is based on performance appraisal theory,incentive theory and other related theories,drawing on the relevant research results of domestic and foreign scholars,and taking the performance appraisal of marketing personnel of CXYY pharmaceutical company as the research object.The paper uses the method of field investigation to grasp the basic situation of the performance appraisal of the marketing personnel in CXYY pharmaceutical company,and through the form of questionnaire,analyzes the existing performance appraisal of the marketing personnel in the company,including the inconsistency between the performance objective and the company objective,the selection of the appraisal subject,the unreasonable appraisal process,the unscientific setting of the appraisal index and weight,the lack of performance feedback and application and so on.Based on the problems existing in the current evaluation program,the paper optimizes the performance evaluation program of CXYY pharmaceutical company’s marketing personnel from the perspective of the company’s future marketing strategic plan’s demand for marketing personnel.In this scheme,performance objectives are optimized through Management By Objectives(MBO),assessment subjects are selected by using 360° Performance Appraisal,performance assessment process is redesigned,performance assessment indicators are selected by using Balanced Scorecard(BSC)and Key Performance Indicators(KPI),and index weights are set by using AHP.The redesigned evaluation scheme optimizes the performance feedback on the basis of PDCA cycle,and strengthens the application of sustainable incentive in the evaluation results,thus forming a relatively perfect performance evaluation optimization scheme for marketing personnel.Finally,the implementation plan and safeguard measures are formulated to ensure that the optimized measures can be effectively implemented.The purpose of the research on the optimization of the performance appraisal scheme of the marketing personnel of CXYY pharmaceutical company is to mobilize the enthusiasm and initiative of the marketing personnel of the company,encourage the marketing personnel to continuously improve the performance level,and create more benefits and values for the company,so as to promote the progress and development of CXYY pharmaceutical company under the new situation.