本文選題：勝任力 + 層次分析法�。� 參考：《湘潭大學(xué)》2011年碩士論文

【摘要】：知識經(jīng)濟(jì)時代,人力資源已占據(jù)企業(yè)資源的首要地位。為改正傳統(tǒng)人力資源管理的弊端,勝任力的概念得以提出,并轉(zhuǎn)變了人力資源的管理方式。勝任力的模型整合了所有人力資源的功能和服務(wù),在確保完成任務(wù)和如何去完成任務(wù)之間找到了一個平衡點,將員工的勝任力表現(xiàn)納入績效考核體系,使得人力資源管理工作的評價更為有效。 目前,國內(nèi)外的學(xué)者在對勝任力領(lǐng)域基礎(chǔ)理論研究的基礎(chǔ)上將其擴(kuò)展到企業(yè)的實際應(yīng)用中,提出了不同的勝任力模型,主要包括冰山模型、洋蔥模型、素質(zhì)模型等。本文在勝任力研究相關(guān)理論及模型的基礎(chǔ)上,對出版企業(yè)營銷經(jīng)理的績效評價進(jìn)行了研究分析,并運用灰色綜合評價模型方法,以高等教育出版社為例進(jìn)行了相關(guān)的實證分析。本文的主要研究內(nèi)容如下： 首先,介紹了本文的選題背景、研究意義、國內(nèi)外研究現(xiàn)狀,在系統(tǒng)歸納國內(nèi)外相關(guān)參考文獻(xiàn)的基礎(chǔ)上,設(shè)計了本文的基本框架。 其次,闡述了營銷經(jīng)理績效考核的相關(guān)理論,界定了營銷經(jīng)理的定義及其崗位特性,論述了營銷經(jīng)理績效考核的理論演進(jìn),說明了營銷經(jīng)理績效考核的基本方法,闡述了營銷經(jīng)理勝任力考核體系模型的構(gòu)建思路。 再次,在分析出版企業(yè)行業(yè)特點及其營銷經(jīng)理特點后,提出了基于勝任力的營銷經(jīng)理績效考核評價指標(biāo)體系,該指標(biāo)體系主要包括基礎(chǔ)知識素質(zhì)、專業(yè)營銷能力和管理與創(chuàng)新能力等一級指標(biāo),職業(yè)道德、社會溝通能力、基礎(chǔ)知識技能、行業(yè)營銷知識、市場分析能力、決策執(zhí)行能力、創(chuàng)新發(fā)展能力、營銷規(guī)劃與決策能力等二級指標(biāo)。在此基礎(chǔ)上運用了改進(jìn)的層次分析法確定各指標(biāo)的權(quán)重,從而建立了灰色綜合評價模型對出版企業(yè)的營銷經(jīng)理績效進(jìn)行評價分析。 最后,運用上述建立的模型方法對高等教育出版社營銷經(jīng)理的績效數(shù)據(jù)進(jìn)行了實證分析,從而得到如何提高出版企業(yè)營銷經(jīng)理績效的相關(guān)策略。
[Abstract]:In the era of knowledge economy, human resources have occupied the primary position of enterprise resources. In order to correct the disadvantages of traditional human resource management, the concept of competence has been put forward, and the management mode of human resources has been changed. The competency model integrates all human resources functions and services, finds a balance between ensuring the completion of the task and how to accomplish the task, and integrates the competency performance of the employee into the performance appraisal system. So that the evaluation of human resources management is more effective. At present, on the basis of the basic theory research of competency field, scholars at home and abroad have extended it to the practical application of enterprises, and put forward different competency models, including iceberg model, onion model, quality model and so on. Based on the relevant theories and models of competence research, this paper studies and analyzes the performance evaluation of marketing managers in publishing enterprises, and takes the higher education publishing house as an example to carry on the relevant empirical analysis with the method of grey comprehensive evaluation model. The main contents of this paper are as follows: Firstly, this paper introduces the background, research significance, research status at home and abroad, and designs the basic framework of this paper on the basis of systematically summarizing the relevant references at home and abroad. Secondly, it expounds the relevant theories of marketing manager performance appraisal, defines the definition of marketing manager and its post characteristics, discusses the theoretical evolution of marketing manager performance appraisal, and explains the basic methods of marketing manager performance appraisal. This paper expounds the idea of constructing the model of competence assessment system of marketing manager. Thirdly, after analyzing the characteristics of publishing enterprise industry and marketing manager, this paper puts forward the performance evaluation index system of marketing manager based on competence, which mainly includes basic knowledge quality. Professional marketing ability and management and innovation ability, professional ethics, social communication ability, basic knowledge skills, industry marketing knowledge, market analysis ability, decision execution ability, innovation and development ability, Marketing planning and decision-making ability and other secondary indicators. On this basis, the weight of each index is determined by the improved Analytic hierarchy process (AHP), and the grey comprehensive evaluation model is established to evaluate and analyze the performance of the marketing manager of the publishing enterprise. Finally, by using the above established model, the paper makes an empirical analysis of the performance data of marketing managers in higher education publishing houses, and obtains the relevant strategies on how to improve the performance of marketing managers in publishing enterprises.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：G239.2-F

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本文編號：1911617