A Study On Performance Evaluation System Of Tobacco Marketing Department Of Y Company Guided By Strategic

Under the background of high-quality development,it is the key for tobacco industry to resolve the contradiction between supply and demand of cigarettes,improve its core competitiveness and achieve high-quality development,and to build a performance evaluation system of tobacco marketing department based on strategic objectives.Taking Y company as an example,this paper constructs a performance evaluation system of tobacco marketing department of Y company based on strategic objectives.First of all,it demonstrates the significance of the research from the perspective of practice and theory,and demonstrates the necessity and innovation of this research by analyzing the research status of performance evaluation system and cigarette marketing performance evaluation system at home and abroad with the method of literature analysis.Secondly,on the basis of defining related concepts and putting forward theories,this paper analyzes the present situation of the performance evaluation system of tobacco marketing department of Y company through case analysis and on-site interview,and finds that its performance evaluation dimension and index design lack strategic orientation,the internal logical relationship between index systems,the low recognition of grass-roots employees,and the lack of results analysis and feedback links.Thirdly,based on the evaluation dimension of balanced scorecard,combined with the characteristics of tobacco industry and the strategic objectives of tobacco corporation,the performance evaluation index system of tobacco marketing department of Y company was set up from three dimensions: core objectives,driving factors and behavior constraints by questionnaire survey,and the dimensions and index weights were determined by AHP,which was scientific and reasonable,in line with the strategic objectives of tobacco corporation,with strong logic in dimension index design,high degree of employee recognition and suitable for the cigarette marketing practice of Y company.Based on the performance evaluation system,the performance of 10 tobacco marketing departments under the jurisdiction of Y Company was evaluated by using the rank sum ratio method,and the performance evaluation results were classified and ranked,which provided a scientific basis for the distribution of performance awards.Finally,the effective implementation of the performance evaluation system is put forward,which provides reference for the performance evaluation of tobacco marketing departments in other regions.The innovation of this paper is that based on the characteristics of the tobacco industry and the strategic objectives of the head office,the performance evaluation system of tobacco marketing department of Y company is constructed from three dimensions: core objectives,driving factors and behavioral constraints,which is an expansion and innovation of the balanced scorecard theory.By constructing the performance evaluation system of tobacco marketing department based on strategic objectives,we can guide and standardize the behavior of grass-roots organizations,provide a basis for positive incentives,and ensure the implementation of the strategic objectives of the head office.