Research On The Problems And Countermeasures Of Performance Evaluation Of Marketing Personnel In YL Group's 4S Store

With the continuous development of the economy,the survival and development of the automobile sales industry have been impacted.How to occupy the market share through performance evaluation is the subject and dilemma faced by the automobile enterprises at present.Small and medium-sized enterprises are faced with many problems,such as the lack of balanced internal resource allocation of enterprises,which has an adverse impact on the long-term development of enterprises,and even makes it difficult for enterprises to transform from the initial stage to the mature stage.Thus it can be seen that it is the key to improve the enterprise internal performance evaluation program,which is the key to promote the progress of enterprises.With the 4S shop of YL group as the research object,study the problems and countermeasures of the marketing personnel,the performance evaluation of 50 marketing personnel of YL group,according to the statistical results of 50 valid questionnaires and the related theory of performance evaluation,the performance evaluation of YL group exists: the index design of performance evaluation deviation,the validity and reliability in the evaluation process and the application of the evaluation results are not ideal.Based on the actual situation of YL Group and the opinions of YL Group marketing staff on the current performance evaluation plan,this paper gives reasonable suggestions for the improvement and promotion of the performance evaluation system of 4S stores of YL Group,and mainly puts forward corresponding improvement strategies from three aspects: performance evaluation personnel,performance evaluation process,implementation process and feedback results.For the performance assessors.Raising the entry threshold and strengthening the professional training;improving the performance evaluation process,emphasizing and optimizing the rules and regulations;enhancing the subjective initiative,strengthening the establishment of communication channels and improve the maintenance system,so as to enhance the sales team efficiency and team consciousness,enhance the market competitiveness of YL Group 4S shop and promote the sustainable development of YL Group 4S shop.