本文關(guān)鍵詞：保健品行業(yè)直銷員的勝任力研究　出處：《河南科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 直銷員 勝任力 層次分析法

【摘要】：隨著生活水平的提高,人們的保健意識日益增強,消費觀念也發(fā)生了較大的變化,如人們希望通過消費獲取商品或服務(wù)的同時能得到一定程度的經(jīng)濟收益等,這為保健品行業(yè)直銷化的營銷趨勢提供了重要前提。銷售是保健品類直銷企業(yè)生存和競爭的核心,直銷員作為銷售的主體,肩負著將產(chǎn)品或服務(wù)銷售到顧客手中的重任,其能力的優(yōu)劣對企業(yè)的經(jīng)濟效益和長遠發(fā)展起著尤為重要的作用。本研究在總結(jié)整理現(xiàn)有直銷員的相關(guān)勝任力研究成果的基礎(chǔ)上,形成本論文的理論基礎(chǔ);其次,根據(jù)研究目的,編制訪談問卷,運用行為事件訪談法搜集保健品行業(yè)直銷員的勝任力特征;再根據(jù)提取的勝任力特征,編制勝任力調(diào)查問卷,通過問卷調(diào)查和問卷數(shù)據(jù)結(jié)果的匯總、分析、處理,提出勝任力模型的3個維度和20項內(nèi)容,建立保健品行業(yè)直銷員的勝任力指標(biāo)體系;接著,通過專家打分法和層次分析法,確定勝任力指標(biāo)的權(quán)重,建立直銷員的勝任力模型;然后,將建立的勝任力模型應(yīng)用于直銷員的選拔、培訓(xùn)、考核和職業(yè)生涯四個方面,敘述保健品行業(yè)直銷員勝任力模型的有效性;最后,對本研究作出總結(jié),指出本論文的結(jié)論和研究不足之處,就有關(guān)問題進行展望。本文通過對保健品行業(yè)直銷員的勝任力進行研究,深化了勝任力理論在直銷領(lǐng)域的運用,為直銷企業(yè)實現(xiàn)良好的人力資源管理提供了理論基礎(chǔ)。模型的構(gòu)建,為保健品行業(yè)直銷員勝任力的評價提供了方法,為直銷企業(yè)選取優(yōu)秀人才、提升勝任力、績效考評、職業(yè)生涯規(guī)劃等提供依據(jù),對促進企業(yè)員工和企業(yè)自身的成長也有重大而深遠的理論和現(xiàn)實意義。
[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.
【學(xué)位授予單位】：河南科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.72;F274

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