如何建立市场营销人员的绩效管理机制（How to establish the performance management mechanism of marketing staff）.docVIP

如何建立市场营销人员的绩效管理机制（How to establish the performance management mechanism of marketing staff） Series of topics: Marketers are on the way This is an article written by the author in 2001 but, with the development of the theory of marketing strategy, and the emergence of many new management mode, so this paper put here for reference. -- Author First, the case (Note: this case is a virtual case, non reality enterprise case) A company is a joint-stock paint company in industrial coatings market have a certain reputation, from the beginning of 1999, according to the market development, invest a lot of money to develop new products for civilian market has a wide market prospect, so that the companys market focus from industrial to market change in the civilian market. A company in less than half the time, set up offices in the more than 20 provinces of the country, and the broad strokes of provincial and municipal distributors dealers, but the company after a year of market operation, there are some problems in the management of the market, the most prominent manifestation of liquidity in the market marketing personnel is too strong, not to one year, 60% of the marketing staff has become the new face, the frequent flow of personnel, resulting in market work without continuity, increase the training time, delay the establishment of market network and promotion of new products, watch competitors products. According to the study, about 15% of the turnover rate is a suitable ratio. Now, A companys turnover rate as high as 60% will certainly have a serious impact on the companys market development and expansion. In order to deal with the lack of marketing personnel, is constantly in various media wantonly publish recruitment information, and to a variety of talent exchange on recruiters, but marketers or as like a revolving door constantly quit, come and go. Two. Analysis In fact, this case is the enterprise on the market personnel in human resources management errors. Through t