The Research On The Optimization Of Employee Performance Appraisal Of Hainan White Horse Advertising Media Corporation

With the rapid development of information technology and global trade,the enterprise human resource management needs to face the increasingly fierce external market competition.The advertising media industry has the characteristics of strong service orientation,high divergence in staff ability,and high personnel turnover rate.Therefore,the efficient human resource management mode has become the core competitiveness of advertising media enterprises.Performance appraisal system is the core content of human resource management in the advertising and media industry,which has a decisive impact on the enterprise internal management and external competition.The high-quality performance appraisal system can not only strengthen the organic connection between employees’ work and the strategic development of the company,but also fundamentally stimulate the work enthusiasm of employees and maintain the talent competitive advantage for the peer enterprises.On the basis of reading a large number of domestic and foreign literature and related theory,considering the White Horse Advertising Media Investment Corporation as the research carrier,this study uses balance scorecard to optimize the company’s performance appraisal system.First of all,the paper adopts the method of questionnaire survey and interview survey to investigate the current performance appraisal system and human resource structure of the White Horse Advertising Media Investment Corporation.This paper clarifies the main problems of the current performance appraisal system,which includes a lack of logic,consensus and scientificity,dispersion of appraisal system and that feedback and application need to be improved.Following this,this paper analyzes the fundamental cause of this problem,viz.information asymmetry,a lack of fairness and low adaptability.Secondly,with the involvement of the balance scorecard method,the paper constructs the optimized company performance appraisal system based on the strategic objective decomposition results,which is built with the use of the key performance index and general performance index,and formulates the standard performance appraisal implementation process and results application scope.Moreover,to guarantee the implementation of the proposed model,the paper puts forward the specific implementation steps in the operation process of the performance appraisal system,and points out the safeguards for the performance appraisal system from three dimensions,which provides comparison and reference for the model implementation.The optimized performance appraisal system can not only provide theoretical support for the management and assessment of human resources departments,but also improve the stability of the core staff team,so as to establish the competitive advantage of the company’s talent team.At the same time,the core structure and implementation strategy of the research results can also provide a reference for the performance management of other enterprises in the industry.