名牌消费电子产品零售店店长胜任力评价研究

发布时间：2018-07-12 17:30

本文选题：名牌消费电子产品 + 零售业　；参考：《安徽理工大学》2015年硕士论文

【摘要】：随着生活水平的不断提高,人们对于名牌消费电子产品需求越来越多,这对于名牌消费电子产品零售店而言,即是机遇也是挑战,强大的市场需求造成名牌电子产品零售店开展着一轮又一轮的恶性竞争,除此之外,伴随着近些年电子商务的快速发展,这给消费类电子产品市场注入新的活力的同时,我们也看到这给我国名牌消费类电子实体零售店带来了巨大的冲击。如何转危为安,在激烈的市场竞争中求得生存与发展,这给我国品牌消费类电子零售店长带来了巨大的压力与挑战。名牌消费电子产品零售店的店长作为一个店面的灵魂人物,需要带领团队在激烈的竞争中寻求生存和发展。然而从现实情况来看,许多店长在胜任方面存在很大的问题,因此对名牌消费电子产品零售店店长的胜任力评价进行研究,有利于了解店长的胜任状况,从而为企业的人才培养打下了良好的基础。本文基于电子产品零售店店长胜任方面存在问题的客观事实,通过收集和整理国内外相关研究资料文献,以胜任力模型为理论基础,构建了名牌消费电子产品零售店店长的评价指标体系,并通过运用层次分析法确定了评价指标权重,然后利用模糊综合法进行评价,最后通过对F公司进行实证分析,且对实施结果进行了深入的分析,明确了F公司店长胜任力的水平。通过研究笔者得到如下结论：第一,名牌消费电子产品零售店店长胜任力的评价指标主要包括人格特质、学习理解能力、沟通能力、自我管理、人际交往能力、观察能力、创新精神、商品管理、相关知识与技能、互联网思维等22个指标；第二,名牌消费电子产品零售店店长胜任力22个评价指标可以划分为6个维度,分别为市场能力、自我特征、意识、人际关系能力、管理能力、新思维和有效执行；第三,通过层次评价法对评价指标权重的确定发现,二级指标中市场能力、有效执行、管理能力三个指标所占比重较大,对名牌消费电子产品零售店店长胜任力的高低影响较大。
[Abstract]:With the increase of living standard , the demand for brand - brand consumer electronic products is more and more , which is the opportunity and challenge for the brand - brand consumer electronic product retail store . In addition , it brings great pressure and challenge to the retail store of consumer electronic products .

Based on the objective fact of the problem of the competence of the store manager in the electronic product , this paper constructs the evaluation index system of the store length of the famous brand consumer electronic product by collecting and arranging the relevant research materials at home and abroad , and then using the analytic hierarchy process to determine the weight of the evaluation index and then using the fuzzy comprehensive method to carry out the evaluation , and finally , through the empirical analysis of the F company , and makes an in - depth analysis on the implementation results , and clarifies the level of the competence of the F company .

Through the research , the author has obtained the following conclusion : First , the evaluation index of the competence of the retail store of famous brand consumer electronic products mainly includes personality traits , learning comprehension , communication ability , self - management , interpersonal skills , observation ability , innovation spirit , commodity management , related knowledge and skills , internet thinking and other 22 indicators ;
Secondly , 22 evaluation indexes of brand - brand consumer electronics retail stores can be divided into 6 dimensions , which are market competence , self - identity , awareness , interpersonal skills , management ability , new thinking and effective implementation .
Thirdly , through the determination of the weight of the evaluation index by the hierarchy evaluation method , the three indexes of the market ability , the effective implementation and the management ability in the second - level index account for a large proportion , which has a great influence on the competence of the brand - brand consumer electronic product retail store .
【学位授予单位】：安徽理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F721

【参考文献】