Research On Optimization Of Performance Appraisal Scheme For Y Real Estate Project Marketing Staff Based On KPI

In recent years,the national and local governments have issued a series of policies and regulations for the real estate sector to restrain the excessive growth of housing prices,resulting in the development of the real estate sector into an unprecedented dilemma.For enterprises,the continuous intensification of external competition leads to more focus on internal management,hoping to improve efficiency through management,especially in human resources management.According to the data check of Sohu Focus,in real estate enterprises,the contribution rate of marketing personnel to various performance indicators is more than 80%,which can bring great economic benefits to enterprises.Therefore,in real estate projects,it is necessary to strengthen the incentives for marketing personnel.The effective implementation of performance appraisal is helpful to achieve the incentive effect of marketing personnel,so the performance appraisal of real estate project marketing personnel is particularly important.This paper selected the marketing staff of Y real estate project as the research object,conducted in-depth research based on KPI through the combination of questionnaire and employee interview,and found some problems.That is,the differentiation of performance appraisal indicators is not obvious,the weight setting of performance appraisal is arbitrary,the performance appraisal cycle is not coherent,the main body of performance appraisal is too single,and the performance appraisal results do not play their due role.After in-depth analysis of the reasons for the problems in performance appraisal,the author believes that there are four deep-rooted reasons for these problems in the project marketing personnel performance appraisal program,namely,the disharmony between individual performance and organizational performance,the lack of attention to performance appraisal,the lack of clear purpose of performance appraisal,and the lack of communication and feedback in the implementation process of performance appraisal.On the basis of finding the existing problems and causes,based on the equity theory and reinforcement theory,using KPI and relevant literature,the performance appraisal scheme of Y real estate project marketing staff is redesigned from the performance appraisal index system.Select the most responsive indicators and optimize the design,adjust the cycle and weight of performance assessment,enrich the subject of performance assessment,determine the level and coefficient of performance assessment,establish the feedback and improvement mechanism of performance assessment and strengthen the application of performance assessment results and other aspects of the optimization plan,through the study of the design of the optimization plan,in order to achieve the stable development of Y real estate project marketing personnel.In order to effectively implement the optimized performance appraisal program,safeguard measures are put forward from the organization,system and thought of performance appraisal.The optimized Y real estate project marketing personnel performance appraisal program is more scientific and effective,and also provides reference for other real estate projects.