As a knowledge-intensive and closely related industry， the advertising media industry has become an indispensable part of the national pillar industry in the era of rapid development of the knowledge economy.Therefore， how to stand in the ever-changing market is a difficult problem for the entire advertising media industry.The effectiveness of a company's operations depends on the company's performance， and the company's performance is based on employee performance. Therefore， a proven performance appraisal system is critical for any company.
The middle management personnel play a role between the superior and the lower level.Therefore， whether middle-level managers can complete their own work seriously and directly affects the efficiency of business operations.This thesis takes the performance appraisal of the middle management personnel of Beijing Lingxi Media Advertising Company. （hereinafter referred to as Lingxi Company） as the research object.On the basis of certain relevant theories， the balanced scorecard idea is used to link the company strategy with the key performance indicators of the middle management personnel， and the performance appraisal system of the middle management personnel of Lingnao Company is redesigned， which will be in the climbing stage of enterprise development. The company's great help， the decomposition of the company's strategy also makes the middle management's work more targeted， and the enthusiasm of the employees' work is greatly enhanced， which in turn makes the company's performance greatly improved.
