ZHB公司基于胜任特征模型的营销人员培训体系设计

发布时间：2018-06-01 19:42

本文选题：胜任特征模型 + 营销人员　；参考：《山东大学》2013年硕士论文

【摘要】：知识经济时代,人力资本是企业核心竞争力的最重要的组成部分,不断开发和获取人力资本,并使之不断增值,将为企业的持续发展带来源源不断的原动力。胜任特征模型的理论研究和实践被认为是现代人力资源管理的一项重要的基础性工作,广泛受到人力资源管理等领域专家学者的关注。员工培训作为企业人力资本增值的主要手段,在为企业创造价值、提升核心竞争力方面越来越发挥出关键性作用。如何将胜任特征模型应用于企业的培训管理体系,为企业不断提升人力资本,成为人力资源研究的重点课题之一。本文主要采用文献研究法、问卷调查法、行为事件访谈法、专家讨论法等研究方面,以ZHB公司的营销人员作为研究对象,对ZHB公司营销人员的培训现状进行了调查分析,找出存在的主要问题,主要包括理念上的误区、培训内容设计缺乏依据、忽视员工能力素质的开发、缺乏科学有效的培训评估等；在此基础上,运用胜任特征模型的相关理论,结合公司的实际情况建立了包含责任感、成就动机、主动性、自信、沟通能力、影响力、执行力等八项特征要素在内的ZHB公司营销人员的胜任特征模型；找出了ZHB公司营销人员整体胜任特征现实水平与岗位要求水平之间的差距较大的四项要素：责任感、成就动机、沟通能力、执行力；设计了基于胜任特征模型的ZHB公司营销人员培训体系,进行了营销人员培训需求分析,制定了培训计划,并且围绕胜任特征能力有针对性的设计了培训效果评估表,为培训体系的持续改进奠定了科学的基础。本文的研究过程中,创新性的建立了ZHB公司营销人员胜任特征模型,并验证了该胜任特征模型是营销人员取得优秀绩效的关键能力,并根据营销人员整体胜任特征现实水平与岗位要求水平的差距,有针对性的设计了培训内容和培训效果评估方案,使培训体系能够真正的提升营销人员的成长。本文的研究为ZHB公司解决了长期影响影响营销人员成长的培训问题,为公司人才的培养和储备搭建了一个科学有效的平台,也为公司的人力资源管理工作奠定了扎实的基础,从而为ZHB公司的长远发展提供了重要的人才保障。
[Abstract]:In the era of knowledge economy, human capital is the most important component of the core competence of an enterprise. Continuously developing and acquiring human capital and making it add value will bring a steady stream of motive force for the sustainable development of enterprise. The theoretical research and practice of competency model is regarded as an important basic work of modern human resource management, and has been widely concerned by experts and scholars in human resource management and other fields. As the main means of human capital increment, employee training plays a more and more important role in creating value for enterprises and enhancing core competitiveness. How to apply competency model to the training management system of enterprises is one of the key topics in the research of human resources. This article mainly adopts the literature research method, the questionnaire survey method, the behavior event interview method, the expert discussion method and so on research, takes the ZHB company's marketing personnel as the research object, has carried on the investigation and the analysis to the ZHB company marketing personnel training present situation. To find out the main problems, including the misunderstanding of concept, the lack of basis for the design of training content, the neglect of the development of employees' ability and quality, the lack of scientific and effective training evaluation, etc. On this basis, the relevant theories of competency model are used. According to the actual situation of the company, the competency model of ZHB marketing personnel including responsibility, achievement motivation, initiative, self-confidence, communication ability, influence, executive ability and so on is established. Found out the ZHB company marketing personnel overall competency reality level and the post request level between the big disparity four essential factors: the responsibility, the achievement motive, the communication ability, the execution ability; This paper designs the training system of marketing personnel based on competency model in ZHB Company, analyzes the training needs of marketing personnel, formulates the training plan, and designs a training effect evaluation table around competency. It lays a scientific foundation for the continuous improvement of the training system. In the research process of this paper, the author creatively establishes the competency model of marketing personnel in ZHB Company, and verifies that the competency model is the key ability for the marketers to achieve excellent performance. And according to the gap between the realistic level of marketers' overall competence and the level of post requirements, the training content and training effect evaluation program are designed, so that the training system can really enhance the growth of marketing personnel. The research in this paper has solved the training problem that affects the growth of marketing personnel for a long time, set up a scientific and effective platform for training and reserving talents, and laid a solid foundation for the human resource management of the company. Thus for the long-term development of ZHB company to provide an important talent guarantee.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F426.72

【参考文献】