营销人员的胜任力模型及在招聘中的运用

发布时间：2018-12-09 16:19

【摘要】： 胜任力研究是当代心理学、人力资源管理学、教育学等学科领域的研究热点之一。研究范围也设计到营销人员、技术人员、经营管理者等众多对象,但关于我国社会文化背景下的营销人员的胜任力的系统研究并将其运用到招聘的比较少见。本研究在理清相关概念、综述国内外相关研究的基础上,对中国文化背景下营销人员的胜任力模型研究作了初步的尝试和努力。本文阐述了胜任力的发展缘由、定义、分类和研究方法,本文则是综合前人的胜任力模型的研究方法基础上,没有从零开始获取胜任力模型,而是在借鉴胜任力词典的基础上,通过对国内大型的招聘网站上招聘营销人员所列举的素质要求进行分析并以此作为深度访谈的参考资料,通过深度访谈得到优秀绩效营销人员与普通绩效营销人员存在显著差异的13个胜任力要素:市场分析知识、业务计划知识、沟通能力、应变能力、协调能力、适应性、顾客导向、亲和力、自信心、责任心、主动性、成就导向、影响力。接下来用spss的聚类分析方法分析这13个胜任力要素之间存在的相关性,得出了知识与技能、动机、自我概念、个人特质四个聚类结果,根据聚类分析的结果采用层次分析法研究各胜任力要素在评价求职人员是否适合岗位时的权重。最后将研究所得的结果运用到营销人员的面试过程中,企业根据胜任力要素模型设计面试问卷,可以清楚的知道那些素质是应聘者应该具有的否则会对绩效产生很大的影响,那些是大部分应聘者不具有但可以通过培训获得的。论文共分五章,第一章为导论,阐述了研究目的与意义、国内外研究现状、研究内容与方法。第二章阐述了岗位胜任力的定义、构成要素及作用。第三章首先介绍了胜任力模型构建的方法,本文则先通过招聘广告得出最初的胜任力模型。再用深度访谈的方法得出最终的区分营销人员绩效的胜任力素质。第四章通过聚类分析分析各要素之间的关系,再通过层次分析法得出各要素的权重。第五章阐述了胜任力模型在招聘中的作用及相应的实施措施,在甑选的过程中运用层次分析法得出各个要素的权重从而有使甑选工作更加科学有效。
[Abstract]:Competency research is one of the hotspots in contemporary psychology, human resource management, pedagogy and other disciplines. The research scope is also designed to many objects, such as marketing personnel, technical personnel, management managers and so on, but the systematic research on the competence of marketing personnel under the social and cultural background of our country and its application to recruitment is relatively rare. On the basis of clarifying the relevant concepts and summarizing the relevant researches at home and abroad, this study has made a preliminary attempt and effort to study the competency model of marketers in the context of Chinese culture. This paper expounds the development reason, definition, classification and research methods of competency. On the basis of synthesizing previous research methods of competency model, this paper does not obtain competency model from scratch, but on the basis of reference competency dictionary. Through the analysis of the quality requirements listed by the recruitment marketers on the large recruitment websites in China, it is used as a reference material for in-depth interviews. Through in-depth interviews, 13 competency factors with significant differences between outstanding performance marketers and ordinary performance marketers are obtained: market analysis knowledge, business plan knowledge, communication ability, adaptability, coordination ability, adaptability, etc. Customer-oriented, affinity, self-confidence, responsibility, initiative, achievement-oriented, influence. Then, the correlation among the 13 competency factors is analyzed by using spss's clustering analysis method, and four clustering results are obtained: knowledge and skill, motivation, self-concept, personal trait, etc. According to the results of cluster analysis, AHP was used to study the weight of competency factors in evaluating the suitability of job seekers. Finally, applying the results of the research to the interview process of the marketing personnel, the enterprise designs the interview questionnaire according to the competency factor model, which can clearly know which qualities should be possessed by the applicant; otherwise, it will have a great impact on the performance. These are those that most candidates do not have but can obtain through training. The paper is divided into five chapters. The first chapter is the introduction, which describes the purpose and significance of the research, domestic and foreign research status, research content and methods. The second chapter describes the definition of post competence, elements and functions. The third chapter first introduces the method of competency model construction, and the first competency model is obtained by recruitment advertising. Then the method of in-depth interview is used to obtain the final competence of differentiating the performance of marketing personnel. In the fourth chapter, the relationship between the elements is analyzed by clustering, and the weight of each factor is obtained by AHP. The fifth chapter describes the role of competency model in recruitment and the corresponding implementation measures. In the process of selection, AHP is used to obtain the weight of each element, thus making the selection more scientific and effective.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F272.92;F274

【引证文献】