The Research On The Improvement Of The Performance Appraisal For Marketing Staff In Changsha Business Department Of Changjiang Securities

At present,the country’s economic development trend is improving for a long time,which promotes the continuous growth of the scale of the securities industry,and also makes the competition in the securities industry continue to intensify.Therefore,for securities companies,the key to improving the competitiveness of enterprises is in the construction of talent teams,so as to promote the continuous development of innovation ability and professional level of marketing personnel,and to provide more professional guidance and more considerate services for the majority of customer groups.This requires the securities companies,especially its business departments,to continuously optimize the performance appraisals,conduct more comprehensive and scientific performance evaluations of the marketing personnel,fully mobilize the enthusiasm of the marketing personnel,and further promote the transformation and upgrading of the securities business.Based on the relevant theories of performance appraisal,on the basis of in-depth analysis of the research status and research results of performance appraisal,this thesis deeply analyzes the status quo of the performance appraisal of marketing personnel in Changsha Branch of Changsha Securities;After reviewing the attitudes and opinions of performance appraisal,it was found that the current Changsha sales department’s performance appraisal has problems such as misunderstanding in the positioning of performance appraisal,unscientific setting of appraisal index system,unreasonable setting of appraisers and appraisal period,and insufficient application of performance appraisal results.At the same time,the existing problems are analyzed.In addition,this thesis designs an improvement plan based on the advanced experience of marketing personnel performance appraisal of bench marking companies in the industry,starting from a clear appraisal positioning to do a top-level design,on the basis of the original appraisal indicators,combined with basic job responsibilities and balanced scorecards.In principle,according to the different work priorities of the marketing team and marketing individuals,differentiate the assessment indicators,set the index weights scientifically,further expand the setting range of the assessors,optimize the assessment cycle of the existing indicators,and fully evaluate the results after the assessment.The whole process of performance appraisal has been improved and optimized.In order to effectively implement the performance appraisal improvement program,this thesis sets up safeguards from the aspects of improving the system,organization,and culture.The final improved performance appraisal has effectively improved the sales performance of the marketing staff,further improved the service quality,stabilized the sales force,and provided a guarantee for the sustainable development of the sales department and even the company.The research of this thesis improves the design of performance appraisal based on the specific situation of Changsha branch of Changjiang Securities.And it can making performance appraisal more scientific,more targeted,more reasonable and feasible,which can not only promote its realization of business goals,improve operating efficiency,but also promote the realization of its corporate development goals.