房地产企业销售人员胜任力与绩效关系研究

发布时间：2018-03-14 01:43

本文选题：房地产企业　切入点：销售人员　出处：《天津财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着我国房地产市场发生的一系列巨大的变化,政府进行宏观调控加剧,各种经济保障房、经济适用房的建设,还有消费者心态的不断成熟,都使得房地产行业竞争加剧。销售人员是房地产企业利润的直接创造者之一,对于形势严峻的房地产企业,聘用和培养优秀的销售人员是企业扩大销售实现利润的关键所在。本文在分析国内外胜任力及其与绩效关系的基础上,以房地产企业销售人员为研究对象,分别采用文献综述法、胜任力要素分析法、问卷调查法及实证研究,对房地产企业销售人员胜任力模型的构建及其与绩效之间关系进行实证性探索与研究。本文通过文献研究、实地访谈和问卷调查相结合的方法,讨论出房地产企业销售人员胜任力模型,再通过实证分析,得出房地产企业销售人员胜任力模型与绩效的关系。在胜任力研究领域中,前人的研究主要集中在职业经理人、营销人员等不同职业的胜任力要素,本文以具体行业为切入点,提取房地产企业销售人员胜任力要素,并研究房地产企业销售人员胜任力与绩效之间的关系,这样做更具有针对性和合理性。研究结果表明,房地产企业销售人员胜任力模型包括四个维度和二十二个胜任力要素,其中,维度包括个人职业素养、专业知识、人际技能、学习及思维能力,胜任力要素包括责任感、语言表达能力、团队协作能力、顾客服务意识、自信心、观察能力、社交能力、房地产营销知识、产品知识、房地产市场行情分析能力、勇于挑战、内部关系建立能力、积极主动性、应变能力、自我学习、创造性思维方式、逻辑思维能力、抗压能力、个人形象、房地产政策法规知识、市场调研能力和持续学习能力。另外在研究房地产企业销售人员胜任力与绩效关系方得出的结论是,房地产企业销售人员四个胜任力维度与绩效的两个维度之间存在正相关关系、胜任力各维度对绩效各维度预测效应、胜任力各维度能区分高低绩效员工
[Abstract]:With a series of great changes taking place in the real estate market of our country, the government has intensified macro-control, the construction of various kinds of economic indemnificatory apartment, comfortable housing, and the constant maturity of the consumer mentality. The sales personnel are one of the direct creators of the profits of the real estate enterprises. Employment and training of excellent sales personnel is the key to the expansion of sales to achieve profits. Based on the analysis of competence at home and abroad and its relationship with performance, this paper takes the sales personnel of real estate enterprises as the research object. By means of literature review, competency factor analysis, questionnaire survey and empirical research, this paper explores and studies the relationship between competency model and performance in real estate enterprises. Based on the method of field interview and questionnaire survey, this paper discusses the competency model of sales personnel in real estate enterprises, and through empirical analysis, obtains the relationship between competency model and performance of sales personnel in real estate enterprises. Previous studies mainly focus on professional managers, marketing personnel and other different professional competency factors, this paper take specific industries as the starting point, extract real estate enterprise sales personnel competency elements, The research results show that the model of real estate salesperson competency includes four dimensions and 22 competency elements, and the relationship between competence and performance of sales personnel in real estate enterprises is also studied, which is more pertinent and reasonable. The results show that the competency model of sales personnel in real estate enterprises includes four dimensions and 22 elements of competence. Among them, the dimensions include personal professional accomplishment, professional knowledge, interpersonal skills, learning and thinking ability. Competency factors include responsibility, language expression, teamwork, customer service awareness, self-confidence, observation ability, etc. Social ability, real estate marketing knowledge, product knowledge, real estate market analysis ability, courage to challenge, internal relationship building ability, initiative, adaptability, self-learning, creative thinking, logical thinking ability, Ability to resist pressure, personal image, knowledge of real estate policies and regulations, market research ability and continuous learning ability. There is a positive correlation between the four dimensions of competence and the two dimensions of performance of sales personnel in real estate enterprises. Each dimension of competence can predict the effect of each dimension of performance, and each dimension of competence can distinguish between high and low performance employees.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.42

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