Research On The Improvement Scheme Of Marketing Staff Performance Appraisal In Liaoning Branch Of M Securities Co.,Ltd.

With the continuous decline of commission in the securities industry and the rise of Internet customer acquisition in recent years,the income contribution of traditional customer acquisition has decreased,and securities companies have begun to transform to providing high value-added professional services(such as wealth management,investment advisory services,etc.).At the same time,the customer’s investment concept has gradually matured,from the demand for trading channels to the demand for wealth management.Therefore,the demand of securities branches for professional marketing employees such as financial managers and investment consultants is increasing,and the value of marketing employees is significantly strengthened.Marketing employees play an important role in generating income in securities branches.Therefore,improving the performance of marketing employees plays a very key role in improving the competitiveness of enterprises.Liaoning Branch of M securities Co.Ltd.was established in September 2011,focusing on traditional brokerage businesses such as securities brokerage and securities investment consulting.Liaoning Branch has formulated performance appraisal management measures for marketing employees since 2013.However,due to the rapid changes in the industry,exist in present economic project performance evaluation is not now apply to the securities industry development trend and does not meet the status quo of branch marketing staff,resulting in negative emotions and high turnover rate of marketing personnel,which will affect the operating revenue of Liaoning Branch.This article takes the marketing staff in Liaoning Branch of M securities Co.Ltd.as the research object.Firstly,by reading a large number of documents,summarizing the advanced performance appraisal research results at home and abroad,the author uses literature reading method,questionnaire survey method and interview methods to analyze the current situation in depth in order to explore the nowadays situation in which Liaoning Branch of M securities Co.Ltd.and marketing staff performance appraisal developing condition,exploring the entities and the causes of the problems,and using target management theory,motivation theory,key performance indicators and balanced scorecards and other performance appraisal methods to propose corresponding performance appraisals improve proposals.This paper has positive practical significance,which can improve the subjective initiative of marketing employees and stabilize the team of marketing employees,improving the performance management level of marketing employees provides a useful reference,and also has enlightening significance for the performance appraisal management of similar enterprises.