| Competence and work enthusiasm of marketing personnel are important factors affecting their work quality and efficiency.The former is "ability" or "will".The integration of the two forms an internal and external work incentive effect,which is an effective way for H Real Estate Company to solve the problems of low enthusiasm of marketing personnel,It is of great practical value to optimize the design of the company’s marketing personnel performance evaluation system based on competency.This paper first analyzes the current situation and problems of the performance evaluation system of marketing personnel in H Company,and finds out the satisfaction level of the performance evaluation of marketing personnel through a questionnaire survey,so as to refine the problems.The questionnaire survey results show that the company’s marketing personnel performance evaluation system mainly has the problems of unreasonable performance evaluation subject,unscientific performance evaluation content,non-standard performance evaluation standards,and insufficient application of performance evaluation.Then,based on the competency,optimize and design the performance evaluation system for the marketing personnel of H Company.In terms of the main body of performance evaluation,H Company should clarify the relationship between the main body of performance evaluation.Introduce senior managers as the main body of performance evaluation review,and establish a performance evaluation team.In terms of the content of performance evaluation,it is mainly optimized based on the competency model.The behavioral event interview method extracts 30 marketing post competency elements,and the independent sample T test method selects 22 marketing personnel competency elements,which can be classified into four categories: personal characteristics,behavioral ability,empirical knowledge,and professional quality.The entropy method calculates the weight of competency indicators,and obtains the highest comprehensive weight of behavioral ability,The second level indicators have the highest weight of business expertise.In terms of performance evaluation standards,we should unify the performance evaluation standards of marketing personnel and improve the method of setting performance goals.In terms of performance evaluation results,the application of performance evaluation results should be enriched by optimizing the linkage mechanism of performance evaluation results and strengthening the guiding value of performance evaluation results.The implementation guarantee measures of the new performance evaluation system are formulated from three aspects of organization management,training design and information technology.Based on the competency model,the optimization design of the performance evaluation system of marketing personnel in H Company can effectively improve the competency of marketing personnel and further promote the improvement of work efficiency;The application of the performance evaluation system is conducive to fully stimulating the working desire of the marketing personnel,encouraging them to better serve customers and strive to create performance,Get better career prospects. |
