保健品行业直销员的胜任力研究

发布时间：2017-12-28 13:15

本文关键词：保健品行业直销员的胜任力研究　出处：《河南科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着生活水平的提高,人们的保健意识日益增强,消费观念也发生了较大的变化,如人们希望通过消费获取商品或服务的同时能得到一定程度的经济收益等,这为保健品行业直销化的营销趋势提供了重要前提。销售是保健品类直销企业生存和竞争的核心,直销员作为销售的主体,肩负着将产品或服务销售到顾客手中的重任,其能力的优劣对企业的经济效益和长远发展起着尤为重要的作用。本研究在总结整理现有直销员的相关胜任力研究成果的基础上,形成本论文的理论基础;其次,根据研究目的,编制访谈问卷,运用行为事件访谈法搜集保健品行业直销员的胜任力特征;再根据提取的胜任力特征,编制胜任力调查问卷,通过问卷调查和问卷数据结果的汇总、分析、处理,提出胜任力模型的3个维度和20项内容,建立保健品行业直销员的胜任力指标体系;接着,通过专家打分法和层次分析法,确定胜任力指标的权重,建立直销员的胜任力模型;然后,将建立的胜任力模型应用于直销员的选拔、培训、考核和职业生涯四个方面,叙述保健品行业直销员胜任力模型的有效性;最后,对本研究作出总结,指出本论文的结论和研究不足之处,就有关问题进行展望。本文通过对保健品行业直销员的胜任力进行研究,深化了胜任力理论在直销领域的运用,为直销企业实现良好的人力资源管理提供了理论基础。模型的构建,为保健品行业直销员胜任力的评价提供了方法,为直销企业选取优秀人才、提升胜任力、绩效考评、职业生涯规划等提供依据,对促进企业员工和企业自身的成长也有重大而深远的理论和现实意义。
[Abstract]:With the improvement of living standards, people's health awareness increasing, consumption concept has undergone great changes, such as people hope to obtain goods or services by the consumer can get a certain degree of economic income, the marketing trend of health care industry direct marketing has provided the important premise. Sales is the core of survival and competition of health care direct selling enterprises. As the main body of sales, salesmen shoulder the responsibility of selling products or services to customers. Their ability plays an important role in the economic and long-term development of enterprises. Based on the summary of existing salespeople competency research results, theoretical basis of the thesis; secondly, according to the research objective, compiling questionnaire, using behavioral event interviews to collect the competency of the health care industry sales; according to the extraction of competency, competency questionnaire compiled through the questionnaire survey, questionnaire and data collection and analysis, put forward the competency model of 3 dimensions and 20 items, the establishment of the health care industry sales competency index system; then, through the expert scoring method and AHP to determine the weight of index, competency, competency model of salespeople; then, four aspects will establish the competency model application in marketing personnel selection and training, evaluation and occupation career, the validity of the competency model of the health care industry sales account; the most After that, this paper makes a summary of the research, points out the conclusions and shortcomings of this paper, and looks forward to the related issues. This paper studies the competency of direct selling staff in health care products industry, and deepens the application of competency theory in the field of direct selling, which provides a theoretical basis for direct sales enterprises to achieve good human resource management. The model construction, provides a method for evaluation of the health care industry sales competency, for direct selling enterprises to select outstanding talent and enhance the competence, performance appraisal, occupation career planning and provide the basis for promoting enterprise employees and the enterprise's own growth also has far-reaching theoretical and practical significance.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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