食品出口企业国际营销人才素质评价研究
发布时间：2018-12-09 09:01
【摘要】：当代市场经济的发展不断趋于无国界化,企业间的竞争也逐步迈向国际舞台,而这种竞争,归根结底是国际营销人才的竞争。在这种背景下,作为目前发展速度较快的食品出口企业也越来越重视国际营销,不断优化其国际营销人才的素质结构对增强食品出口企业的国际竞争力、促进该行业快速健康的发展具有重要意义。然而,国际营销人才所拥有的认知面、营销特质、国际资源以及目标与行动能力等多种素质都会对企业的国际营销业绩产生重要影响。因此,在面对众多的营销人员,食品出口企业怎样去评价其素质构成是否符合一名优秀的国际营销人才将是一个迫切需要解决的难题。 论文以食品出口企业国际营销人才的素质评价作为研究的主线,运用文献分析法、统计分析法、定性与定量分析相结合的研究方法对食品出口企业国际营销人才的素质评价进行深入的探讨,并通过实证分析法对研究结果进行检验与分析。 研究过程中,首先回顾并综述了与国际营销人才相关的理论,阐述了人才理论、胜任素质理论以及能力理论对国际营销人才素质评价的指导和支撑作用,奠定了理论与实践平台。其次,在前人对食品出口企业营销人员胜任素质研究以及国际化人才素质特征研究的基础上,对食品出口企业国际营销人员的招聘信息进行词频统计分析,并充分考虑国际营销人才素质结构的影响因素,提炼出与食品出口企业的国际营销人才相匹配的关键胜任素质要素,通过因子分析法对各项胜任素质进行公因子的提取并命名,建立评价食品出口企业国际营销人才素质的指标体系。并依据该评价指标体系,构建出适用于食品出口企业国际营销人才的素质评价模型。最后,将该模型运用于实际企业中,以黑龙省绿金集团为具体分析对象,以检验该国际营销人才素质评价模型的可行性,同时,对分析企业的几名待评价对象进行素质综合评价,从而得出其能力层次,为其实现素质结构优化提供方向性的指导。
[Abstract]:The development of contemporary market economy tends to be borderless, and the competition among enterprises is gradually moving to the international stage. In the final analysis, this competition is the competition of international marketing talents. Under this background, as the fast developing food export enterprises, they pay more and more attention to international marketing, and constantly optimize the quality structure of their international marketing talents to enhance the international competitiveness of food export enterprises. It is of great significance to promote the rapid and healthy development of the industry. However, the cognitive aspects, marketing characteristics, international resources, objectives and ability of action of international marketing talents will have an important impact on the international marketing performance of enterprises. Therefore, in the face of a large number of marketing personnel, how to evaluate whether the quality of the food export enterprises is in line with an excellent international marketing talent will be an urgent problem to be solved. This paper takes the quality evaluation of international marketing talents of food export enterprises as the main line of research, applies the literature analysis method and the statistical analysis method. The qualitative and quantitative research methods are combined to probe into the quality evaluation of international marketing talents of food export enterprises, and to test and analyze the research results through the empirical analysis method. In the course of the research, firstly, it reviews and summarizes the theories related to international marketing talents, and expounds the guiding and supporting role of talent theory, competence theory and competence theory in the evaluation of international marketing talents' quality. Established the theoretical and practical platform. Secondly, on the basis of the previous research on the competence of marketing personnel in food export enterprises and the research on the characteristics of international talents' quality, this paper makes a statistical analysis on the word frequency of the international marketing personnel recruitment information of food export enterprises. Considering the influence factors of international marketing talent quality structure, the key competency factors matching with international marketing talents of food export enterprises are extracted and named by factor analysis. To establish an index system to evaluate the quality of international marketing talents of food export enterprises. According to the evaluation index system, a quality evaluation model for international marketing talents of food export enterprises is established. Finally, the model is applied to the actual enterprises, taking the Black Dragon Green Gold Group as the concrete analysis object, to test the feasibility of the international marketing talent quality evaluation model, at the same time, The comprehensive evaluation of the quality of several enterprises to be evaluated is carried out, and the level of competence is obtained, which provides the direction for the optimization of the quality structure.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F752.62
本文编号：2369126
[Abstract]:The development of contemporary market economy tends to be borderless, and the competition among enterprises is gradually moving to the international stage. In the final analysis, this competition is the competition of international marketing talents. Under this background, as the fast developing food export enterprises, they pay more and more attention to international marketing, and constantly optimize the quality structure of their international marketing talents to enhance the international competitiveness of food export enterprises. It is of great significance to promote the rapid and healthy development of the industry. However, the cognitive aspects, marketing characteristics, international resources, objectives and ability of action of international marketing talents will have an important impact on the international marketing performance of enterprises. Therefore, in the face of a large number of marketing personnel, how to evaluate whether the quality of the food export enterprises is in line with an excellent international marketing talent will be an urgent problem to be solved. This paper takes the quality evaluation of international marketing talents of food export enterprises as the main line of research, applies the literature analysis method and the statistical analysis method. The qualitative and quantitative research methods are combined to probe into the quality evaluation of international marketing talents of food export enterprises, and to test and analyze the research results through the empirical analysis method. In the course of the research, firstly, it reviews and summarizes the theories related to international marketing talents, and expounds the guiding and supporting role of talent theory, competence theory and competence theory in the evaluation of international marketing talents' quality. Established the theoretical and practical platform. Secondly, on the basis of the previous research on the competence of marketing personnel in food export enterprises and the research on the characteristics of international talents' quality, this paper makes a statistical analysis on the word frequency of the international marketing personnel recruitment information of food export enterprises. Considering the influence factors of international marketing talent quality structure, the key competency factors matching with international marketing talents of food export enterprises are extracted and named by factor analysis. To establish an index system to evaluate the quality of international marketing talents of food export enterprises. According to the evaluation index system, a quality evaluation model for international marketing talents of food export enterprises is established. Finally, the model is applied to the actual enterprises, taking the Black Dragon Green Gold Group as the concrete analysis object, to test the feasibility of the international marketing talent quality evaluation model, at the same time, The comprehensive evaluation of the quality of several enterprises to be evaluated is carried out, and the level of competence is obtained, which provides the direction for the optimization of the quality structure.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F752.62
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