Research On The Performance Appraisal System Of Marketing Personnel Of A Company From The Perspective Of Strategic Management

In 2020,the burst of the global epidemic has caused a huge effect on the global economy.The oil and gas industry has not been spared.The downward trend of international crude oil prices continues to increase.The oilfield service market has become more competitive,and upstream drilling technology service companies have all been affected.Faced with the crisis under this situation,Company A decisively adjusted its strategic direction.By analyzing the external and internal environment and drawing a strategic map,company A change the strategy to "focus on product leadership and international development" and decided its strategic goal as "enter the top three in the global oil and gas technical services industry".However,the existing performance appraisal system for marketers in Company A cannot meet the needs of strategic development.This thesis uses the marketing personnel of A company as a case study to explain how to establish the performance appraisal system of marketing personel from the perspective of strategic management.In the first place,.the thesis describes the current situation of performance appraisal system for marketers of A company.At the same time,according to the company A’s present strategic goals and route,the thesis summarizes the existing problems as the current assessment content is out of line with the corporate strategy,the performance assessment system structure is unreasonable,and the performance assessment lacks effective communication.In addition,by applying the two advanced performance management tools,the Balanced Score Card and KPI,to the performance appraisal system of company A’s marketers,and combining the actual situation and relevant data in the performance management of company A,the thesis constructs a brand-new performance appraisal system.What is more,according to the analytic hierarchy process,it also calculates the weights of performance appraisal indicators as well as explains how to make sure the application of the enhanced performance testing system for company A’s marketers is valid,so that the performance appraisal system for company A’s marketers could conform to the company’s development strategy.Finally,by constructing the marketing personnel performance testing system that matches the strategic goals of Company A,the thesis provides theoretical knowledge for the performance management of marketing personnel in the oil and gas service industry,and helps Company A to improve the level of human resource management and self-development of marketers,so that Company A can continue to gain profit growth and enhance strategic brand value.