【摘要】：當(dāng)代市場經(jīng)濟(jì)的發(fā)展不斷趨于無國界化,企業(yè)間的競爭也逐步邁向國際舞臺(tái),而這種競爭,歸根結(jié)底是國際營銷人才的競爭。在這種背景下,作為目前發(fā)展速度較快的食品出口企業(yè)也越來越重視國際營銷,不斷優(yōu)化其國際營銷人才的素質(zhì)結(jié)構(gòu)對增強(qiáng)食品出口企業(yè)的國際競爭力、促進(jìn)該行業(yè)快速健康的發(fā)展具有重要意義。然而,國際營銷人才所擁有的認(rèn)知面、營銷特質(zhì)、國際資源以及目標(biāo)與行動(dòng)能力等多種素質(zhì)都會(huì)對企業(yè)的國際營銷業(yè)績產(chǎn)生重要影響。因此,在面對眾多的營銷人員,食品出口企業(yè)怎樣去評價(jià)其素質(zhì)構(gòu)成是否符合一名優(yōu)秀的國際營銷人才將是一個(gè)迫切需要解決的難題。 論文以食品出口企業(yè)國際營銷人才的素質(zhì)評價(jià)作為研究的主線,運(yùn)用文獻(xiàn)分析法、統(tǒng)計(jì)分析法、定性與定量分析相結(jié)合的研究方法對食品出口企業(yè)國際營銷人才的素質(zhì)評價(jià)進(jìn)行深入的探討,并通過實(shí)證分析法對研究結(jié)果進(jìn)行檢驗(yàn)與分析。 研究過程中,首先回顧并綜述了與國際營銷人才相關(guān)的理論,闡述了人才理論、勝任素質(zhì)理論以及能力理論對國際營銷人才素質(zhì)評價(jià)的指導(dǎo)和支撐作用,奠定了理論與實(shí)踐平臺(tái)。其次,在前人對食品出口企業(yè)營銷人員勝任素質(zhì)研究以及國際化人才素質(zhì)特征研究的基礎(chǔ)上,對食品出口企業(yè)國際營銷人員的招聘信息進(jìn)行詞頻統(tǒng)計(jì)分析,并充分考慮國際營銷人才素質(zhì)結(jié)構(gòu)的影響因素,提煉出與食品出口企業(yè)的國際營銷人才相匹配的關(guān)鍵勝任素質(zhì)要素,通過因子分析法對各項(xiàng)勝任素質(zhì)進(jìn)行公因子的提取并命名,建立評價(jià)食品出口企業(yè)國際營銷人才素質(zhì)的指標(biāo)體系。并依據(jù)該評價(jià)指標(biāo)體系,構(gòu)建出適用于食品出口企業(yè)國際營銷人才的素質(zhì)評價(jià)模型。最后,將該模型運(yùn)用于實(shí)際企業(yè)中,以黑龍省綠金集團(tuán)為具體分析對象,以檢驗(yàn)該國際營銷人才素質(zhì)評價(jià)模型的可行性,同時(shí),對分析企業(yè)的幾名待評價(jià)對象進(jìn)行素質(zhì)綜合評價(jià),從而得出其能力層次,為其實(shí)現(xiàn)素質(zhì)結(jié)構(gòu)優(yōu)化提供方向性的指導(dǎo)。
[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.
【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.82;F752.62

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本文編號：2369126