Performance appraisal scheme of investment promotion department

Attracting investment is one of the most valuable tasks in commercial real estate operation. The following is the performance appraisal scheme of China Merchants Department compiled by me. Welcome to read the reference.

The success or failure of commercial real estate projects often depends on the success or failure of attracting investment. Therefore, only by establishing and operating the "performance management mode" of investment promotion work and establishing an objective and effective performance management system can we effectively explore and improve the weaknesses of personal work and promote the objective measurement of performance, thus ensuring the realization of the investment promotion objectives of the department and ensuring the long-term and stable contribution of investment promotion work to the project.

First, the focus of performance management of investment promotion work

The basic contents of investment promotion include: market survey, project positioning and planning, project promotion and investment promotion, and entry management. Performance management is designed and implemented around the above contents.

1. Market research

There are two states of market information: one is dominant and the other is current; The other is hiding and the future. Due to the long cycle of commercial real estate projects, business planning must be "ahead of schedule" to meet future consumption demand, so the reference value of obtaining information at present is very limited. The focus of performance management in market research lies in the accuracy, objectivity and sufficiency of information, as well as the scientificity of analysis model and the effectiveness of analysis results.

2. Project Positioning and Planning

Based on the uncertainty of future judgment, there is a systematic risk that the positioning plan is higher or lower than the objective positioning plan of the project. Assuming that the conclusion based on market survey is objective and accurate in judging the future, the key point of performance management in this link is that the established positioning planning system can effectively solve the problems that need to be solved in the conclusion of market survey and judge its conformity with the positioning planning of similar commercial real estate projects. The above two links reflect the individual's wisdom and thinking height, and performance management mainly controls time and cost, and secondary controls quality.

3. Project promotion and investment promotion

Project promotion and investment promotion include: early commercial promotion and contact with intended customers, as well as targeting target brand customers according to the plan, and comprehensively launching investment promotion work. This link reflects the performance level and ability of the investment promotion team and is the top priority of investment promotion performance management. The results of market research and positioning planning need to be fully and effectively implemented in this link, and the implementation results will further verify the quality of the results of market research and positioning planning. For example, due to the high positioning of a project, there are still a lot of open space and land replenishment after exceeding the scheduled investment cycle, which leads to the paralysis of project management and directly verifies the distortion of the previous market adjustment conclusion and the unreasonable positioning planning. The key point of performance management in this link is to implement quantitative assessment of daily work objectives to ensure the realization of investment objectives.

4. Method management

The work content of entrance management includes: signing of lease and renovation contract, follow-up of decoration work, arrangement of customer entrance, and handover with operation and property management functions. The focus of performance management also lies in the quantitative assessment management of daily work objectives, especially the assessment management of daily work and detailed work. The above two links comprehensively reflect the individual ability level and team cooperation efficiency, and performance management should be grasped from time, cost and quality.

Second, the commercial real estate project investment performance appraisal system

The characteristics of "projects" in investment promotion are obvious, and the performance appraisal takes the time, quality and cost requirements of commercial real estate projects as the assessment dimensions, and sets the target assessment respectively. The evaluation cycle includes: overall project cycle evaluation and project stage evaluation. Assessment indicators are divided into two categories: the total key performance indicators of time, quality and cost; Key performance indicators of stage time, quality and cost. The appraisal objects are divided into: performance appraisal of investment promotion team and performance appraisal of investment promotion personnel (team members), and the team leader is the assessed team performance.

1. project plan

A clear and operable work plan is the basic guarantee for the investment promotion work to be completed on time and with good quality. A complete investment promotion plan should cover all the important work in four links: market research, positioning and planning, promotion and investment promotion, and access management. The steps to formulate an investment promotion plan include:

(1) Task decomposition, listing all the important tasks needed to achieve investment objectives.

(2) From many tasks, according to the judgment of time sequence, completion time and importance, determine a main planned route to complete the investment promotion work, that is, the "critical path".

③ Determine the "milestone" and completion time of the whole investment promotion work.

(4) According to the existing resources and the resources that can be dispatched, work out the expense budget needed to complete the investment invitation.

⑤ Clarify the quality acceptance criteria of deliverables in each stage of investment promotion.

⑥ Form a project plan.

Taking a shopping mall with a total area of over 60,000 square meters in a second-tier city as an example, the production process of the investment proposal is as follows:

① Project analysis data

② Project plan

2. Performance appraisal indicators and targets

After the project plan is made, the assessment indicators and targets can be set from three dimensions: time, quality and cost. According to the content of investment promotion work, the assessment indicators are refined and an index system is formed. Each appraisal indicator has its own appraisal target. As far as the project is concerned, time, quality and cost are integrated target structures. In order to realize the operability of assessment, some assessment indicators of these three dimensions are often weighted, but in fact, if the goal of any dimension is not achieved, the overall goal will be missed.

For example, a commercial real estate project started to attract investment in an all-round way on June 10, 2005, and the investment promotion effect failed to meet expectations by the end of the scheduled investment promotion cycle on June 10, which led to vicious accidents such as delayed delivery and cancellation of contracts by contracted businesses, which seriously affected the project image.

Because the investment promotion work cycle is relatively long, it is impossible to effectively measure the efficiency of the project process and find problems in time for follow-up solution. Therefore, in addition to setting the overall assessment indicators and objectives of the project, assessment indicators and objectives must be set at each stage. The realization of the stage assessment goal is helpful to the realization of the overall assessment goal.

The following is a commercial real estate project evaluation index and target system development case:

① Summary of Investment Promotion Performance Appraisal

(2) Investment Promotion-Market Adjustment Stage Performance Appraisal Form

(3) Performance Appraisal Form for Investment Promotion Stage

④ Investment Promotion-Investment Promotion Stage Performance Appraisal Form

(5) Investment-Entry Stage Performance Evaluation Form

Third, the performance appraisal of investors.

The above contents are mainly aimed at the assessment of the investment promotion team. The achievements of investment promotion personnel are the necessary conditions for the investment promotion team to achieve their goals. The assessment of investment promotion personnel should closely combine team goals with personal work, not only to ensure that their work orientation does not deviate from team goals, but also to give them room for personal ability development and reflect personal achievements.

1. Misunderstanding

Avoiding the following incorrect understanding will help the management to formulate appropriate performance appraisal policies, and also help the examinee to face the assessment with a correct attitude, complete the task and achieve the goal.

① the "all-round" theory in attracting investment.

According to this view, investment promotion is the only determinant of commercial real estate projects, and other factors can be ignored. Therefore, all resources should be inclined to attract investment. This "self-centered" view exaggerates the role of investment promotion to the extreme, especially for some small teams entering the mainland market. Personally, this is just an ignorant performance of lacking a comprehensive understanding of the project operation, or it is actually a "cover-up" for quick success and instant benefit. For commercial real estate projects, it is a simple truth that no independent function can achieve its huge and systematic operating objectives.

② There is no goal, or the goal is unrealistic.

Participate in the project, unwilling to take any responsibility, but vowed to claim that they are the most professional; I can't come up with a feasible scheme, but I think what I have done is the best choice for this project. Another situation is to ask professionals to always give "impossible tasks" to verify his lack of ability. The former situation appears in some projects run by so-called "elites"-since they think they are the most authoritative, the rules should be invalid for them. In the latter case, it mainly appears in the developers who have very limited understanding of the operation of commercial real estate projects, but think they know it very well. In their eyes, qualified commercial real estate professional managers are almost rare.

③ Resource-only theory.

This view holds that in China, commercial information resources are still in the "information asymmetry era", and they are proud of having commercial information resources that others have not yet mastered. Not to mention that according to the characteristics of different regions and economic development, the selection criteria of these information resources are inconsistent. With the social progress and commercial development, information asymmetry is gradually being broken by various "integrated" thinking and various network tools. When the once "secret recipe" has become a well-known secret, what can we rely on to complete this project?

Learn from experience

In the investment promotion work, drawing lessons from the following experiences and conclusions, combined with promoting performance management, will effectively promote the efficiency of investment promotion. This is an objective and fair cognition that is completely different from the above-mentioned "misunderstanding".

(1) Investment should be based on the actual situation of the business premises, and all work objectives should be true and not divorced from reality.

(2) Investment promotion and development should effectively cooperate with the overall planning of commercial real estate projects, rather than "grasping what to do".

Team spirit is always the first. The unity of team spirit lies in business: consistent strategy, consistent bottom line, consistent caliber and consistent image.

(4) Investors don't necessarily have resources, they have the best experience, and their personal qualities are very important.

3. Performance evaluation of investment promotion personnel

The assessment content of investment promotion personnel includes three parts: team assessment index refinement and target decomposition, personal work plan and ability attitude assessment, which match the assessment with different weights respectively. Decomposing team assessment objectives and linking them with individual performance can make individuals pay more attention to the achievement of team objectives; The setting of personal work plan can measure its work performance to the maximum extent from the process; Regular assessment of ability and attitude can make up for the comprehensive assessment of work attitude and personal ability besides performance assessment.

The following is the content of investment promotion personnel assessment formulated by a company:

Performance Appraisal Form of Investment Promotion Specialist (Investment Promotion Stage)

In the performance appraisal of investment promotion personnel, we should pay more attention to the investigation and improvement of personal consciousness (including working ideas and proposition ability) and negotiation ability (including working ideas realization, negotiation, communication and adaptability, etc.). ) and a sense of teamwork, which is an important prerequisite for improving personal ability and performance.

Fourth, the process of investment performance management

The premise of carrying out investment promotion performance appraisal is to determine the investment promotion project plan and set performance appraisal indicators and targets. Promote project investment, motivate the work team, and achieve it through performance management process. The key core processes of investment promotion performance management include: establishing and perfecting performance management system; Performance evaluation data collection; Performance communication and improvement; Application of performance results, etc.

1. Establish and improve the performance management system

Investment performance management not only has the particularity of its operation, but also has the universality of any performance management system. In order to implement the assessment, the performance management documents published within the organization generally include: a complete performance management system, several performance assessment operation processes and related operation forms. These documents should be concise and to the point, so that readers can understand them easily; Configure it in a place where the assessed can easily obtain it.

A complete performance management system includes the following contents:

① Purpose and scope of application

Explain the purpose of investment promotion performance management and the scope of application of performance management system.

(2) Performance appraisal management organization

Investment performance appraisal shall be implemented by the appraisal management organization authorized by the company. Generally speaking, the performance management committee is composed of shareholders, board members and corporate executives. The human resources department of an enterprise is responsible for carrying out specific tasks.

③ Evaluation object

The assessment objects are divided into: the assessment of the team and the assessment of the team members. Team assessment is actually the assessment of the person in charge of the investment promotion team. For enterprises working in the investment promotion department, the team assessment object is the person in charge of the investment promotion department of the company; In other enterprises, investment promotion is often completed by temporary project teams composed of cross-departmental employees, which has the advantages of reducing cross-departmental communication costs and facilitating the coordination of resources, and is a recommended idea. In such a project team, the team assessment object is the project leader.

④ Evaluation cycle

Evaluation cycle refers to the time period of summarizing, analyzing, evaluating and qualitatively evaluating data. Due to the characteristics of the project, the total time period of performance evaluation of investment promotion is the start and end period of the project; The time period of each stage is the beginning and ending period of the four stages of attracting investment. In the first three stages, the performance appraisal data are collected and evaluated independently, and in the fourth stage, the stage appraisal data and the whole cycle appraisal data are collected respectively to evaluate the overall performance.

⑤ Evaluation index and target system

The dimensions of investment performance evaluation are the time, cost and quality requirements of the project plan, and the evaluation indicators are all analyzed and decomposed from these three dimensions to form an index system. Each index is decomposed into specific targets according to the requirements of the project plan, which is used as a reference standard for assessing whether the performance is up to standard. In the appraisal system that only uses key performance indicators (KPI), appraisal indicators and target system are the main contents of performance appraisal.

⑥ Performance appraisal data collection

According to the set performance indicators and targets, the performance management department regularly collects data reflecting the performance of the appraisal object, analyzes the performance of the appraisal object according to the data and publishes the appraisal results. The evaluation results are applied to: performance improvement; Reward and punishment incentives.

⑦ Performance complaints

Ways and rules of appealing the results of performance appraisal.

⑧ Performance communication and improvement

For the problems reflected in the performance results, managers communicate, analyze and communicate with the assessed, and * * * formulate measures to improve the deficiencies and improve the performance.

Pet-name ruby performance result application

In order to play an incentive role, relevant incentive measures should be taken according to the results of performance appraisal.

The processes required for performance management include:

(1) Approval process of performance indicators and targets

Workflow of setting performance appraisal indicators and targets and submitting them for approval.

② Performance data collection process

The workflow of collecting and counting performance data and calculating performance score.

③ Performance appeal process

The consultation and appeal process of the appraisee on the performance results.

④ Performance communication and improvement process

The manager communicates the performance results with the appraisee and formulates measures to improve the imperfect workflow.

⑤ Application process of performance results

Implement the corresponding reward and punishment incentive workflow according to the performance results.

The Company's Performance Appeal Process (Example)

Work forms required for performance management include:

① List of post assessment methods and weights-explain the assessment methods and weights of each post.

(2) Performance Appraisal Form-Explain performance appraisal indicators and objectives.

(3) performance data output responsibility list-explain the responsibilities of performance appraisal data output.

④ Performance data collection table-used to collect and record performance appraisal output data.

⑤ Performance appraisal score table-record KPI assessment scores.

⑥ Work plan score sheet-record the assessment score of monthly work plan.

All landowners ability and attitude evaluation form-record the evaluation scores of the assessed's ability and attitude.

⑧ Performance communication record-used for performance communication, and the results are used for performance improvement.

Pet-name ruby performance improvement plan-for performance improvement

Attending performance appeal form-used for performance appeal.

Company Competency Attitude Evaluation Form (Example)

2. Performance data collection

In order to obtain the real performance of the assessed, the performance management department collects, summarizes and counts the performance data of the assessed on a regular basis according to the assessment indicators and objectives. The collection of performance appraisal data should be objective, timely and accurate.

The so-called objectivity means that the collected assessment data objectively reflects the performance achievements of the assessed, neither exaggerating nor belittling, nor distorting or fabricating; The so-called timeliness means timely collection, statistics and publication according to the assessment cycle, so as to achieve the purpose of timely communication and timely improvement of weak links; The so-called accuracy means that the collected data can accurately measure the performance level of the assessed, and both performance improvement and performance result application are based on this premise.

Investment performance assessment data are divided into: stage target assessment data and total target assessment data. Collect stage target assessment data according to the characteristics of indicators within the stage planning time, and communicate performance at any time when abnormal data is found, so as to promote the assessed to improve their performance and achieve their goals; Overall target evaluation data will be collected at the end of the project plan.

Company Performance Appraisal Data Output Responsibility List (Example)

3. Performance communication and improvement

Performance communication and improvement is an integral part of the performance management system. Its main purpose is to motivate in time according to the results of performance appraisal at different stages, and communicate with the assessed for improvement to find solutions. The cycle of performance communication generally ends at the assessment stage, and after the performance data is output, it is conducted by the superior of the assessed.

The problems existing in the performance appraisal of investment promotion personnel include: unable to achieve the goal due to insufficient personal resources; Unable to complete the task due to personal skills (lack of communication, negotiation and analysis skills); As well as thinking restrictions such as empathy and redefining problems, it is impossible to achieve the goal. At this time, the superior gives targeted guidance according to the situation reflected by the performance data, which is of great help to the work of the assessed.

The process of communication and improvement between the company's investment director and the investment promoter on the recent performance (for example)

Analysis of examples of insufficient performance with causality diagram

4. Application of performance appraisal results

The purpose of applying the results of performance appraisal is to motivate the assessed in time and appropriately, and to urge them to improve their performance and achieve their goals through reward and punishment measures. Commercial real estate projects have many incentives to attract investment. Here is just a brief introduction to the project bonus, performance bonus and position level rise and fall.

① Project bonus

When setting up a project, in order to urge the project team to strive to achieve the goal, the project bonus and distribution rules can be set. If the project can be completed on time and achieve the quality, cost and time targets, the project bonus can be distributed to the project team members according to the distribution rules. Because the introduction of project success is generally low, project bonus is a way to lead the team to achieve the goal in a purely positive way.

② Performance bonus

The part of the bonus system that is completely linked to performance is the performance bonus. Because the traditional cognition of bonus is "done", the establishment of performance bonus actually includes incentive measures of reward and punishment: when it is a normal state of mind for the assessed to pay performance bonus after completing the task, it is a punishment for the assessed if he fails to complete the task because of personal deficiency.

(3) The position rises and falls horizontally.

Project team members perform project tasks with personal responsibilities, and failure to complete them is regarded as a performance defect, which is an incompetent performance. In this case, giving appropriate up and down positions corresponds to the increase or decrease of personal interests and is also a material incentive.

Usually, the results of performance appraisal will be applied to a variety of incentives at the same time. Incentive measures must be used properly in order to play an incentive role.

The characteristics of commercial real estate investment projects show that every specific work is irreversible, which requires that the operation of investment performance management system must be interlocking and take care of each other; Pay equal attention to process and result; Focus on teams and individuals.

From the experience, the success of commercial real estate project operation mainly lies in the accurate market adjustment, positioning and planning in the early stage, and the ability to introduce the main store projects suitable for the project. Advocating performance management in this field full of experience differences is nothing more than expecting relevant management work to be on the right track, thus promoting the efficiency of investment promotion and the overall progress of competitiveness and awareness of investment promotion teams.

This is what every commercial real estate team leader expects in the current economic environment.

Note: For details of this article, please search into Anhui Personnel Information Network, and then search for investment promotion operation performance appraisal in the station.