Research On Performance Appraisal System For Marketing Personnel Of HR Pharmaceutical Company

With the aggravation of the development tendency of aging population in our country,the elderly population account for more and more high,plus people’s living standards improvement and disposable income increase,the elderly demand for health care service is more and more great,which lays the foundation for our medicine industry sustainable development.However,the Chinese government has continuously strengthened the control of the pharmaceutical industry,introduced various medical reform policies,greatly reduced the profit space of the pharmaceutical industry,and made the living environment of the pharmaceutical industry face great changes.Under the background of both opportunities and threats,how to improve the competitive advantage and ability of pharmaceutical enterprises to achieve their own healthy development has become a key issue.And this needs to pay attention to the "human" elements,especially the marketing personnel responsible for sales tasks,the use of effective performance appraisal can help improve their performance level,enhance their work enthusiasm,can provide continuous power for the development of pharmaceutical enterprises.Based on this,this study adopts the case study method,takes HR Pharmaceutical Company as the main research object,and carries out corresponding research on the optimization of its marketing personnel performance appraisal system.First of all,on the basis of referring to the relevant research literature of domestic and foreign scholars,this paper clarifies the basic concepts of performance appraisal and performance appraisal system,and combs the classical theories involved in the research of this paper.Then,through the method of visiting and interview survey,understand the current situation of the performance appraisal system of marketing personnel in HR pharmaceutical company.And identify the main problems and causes;Finally,on the basis of determining the optimization ideas and principles,a specific optimization scheme of the performance appraisal system is proposed.After the research,the following conclusions are drawn:there are problems in the performance appraisal system of HR pharmaceutical company marketing personnel,such as performance appraisal is divorced from the strategic objectives of the enterprise,and it is difficult to guarantee the fairness of the performance appraisal,and the main reasons for these problems are the cognitive deviation of performance appraisal.In order to solve these problems,this study suggests that HR pharmaceutical companies should improve the performance appraisal system of marketing personnel on the basis of the principles of strategic orientation,systematization and fairness.First,the introduction of BSC theory,from the financial dimension,customer dimension,internal operation dimension,learning and growth dimension,HR pharmaceutical company strategic objectives to determine the assessment objectives of marketing personnel,screen out key performance indicators;Second,use the analytic hierarchy process.Calculate the weight of performance indicators;Third,do a good job in performance communication and feedback,implement performance interviews,and provide channels for marketing personnel to appeal performance appraisal;Finally,expand the application scope of performance appraisal results,and apply them to reward and punishment mechanisms such as welfare distribution,post adjustment and salary adjustment.In order to ensure the effective implementation of the optimization scheme of the new performance appraisal system,it is also necessary to take good organizational,institutional and cultural safeguards.