【摘要】： 勝任力研究是當(dāng)代心理學(xué)、人力資源管理學(xué)、教育學(xué)等學(xué)科領(lǐng)域的研究熱點(diǎn)之一。研究范圍也設(shè)計(jì)到營銷人員、技術(shù)人員、經(jīng)營管理者等眾多對(duì)象,但關(guān)于我國社會(huì)文化背景下的營銷人員的勝任力的系統(tǒng)研究并將其運(yùn)用到招聘的比較少見。本研究在理清相關(guān)概念、綜述國內(nèi)外相關(guān)研究的基礎(chǔ)上,對(duì)中國文化背景下營銷人員的勝任力模型研究作了初步的嘗試和努力。 本文闡述了勝任力的發(fā)展緣由、定義、分類和研究方法,本文則是綜合前人的勝任力模型的研究方法基礎(chǔ)上,沒有從零開始獲取勝任力模型,而是在借鑒勝任力詞典的基礎(chǔ)上,通過對(duì)國內(nèi)大型的招聘網(wǎng)站上招聘營銷人員所列舉的素質(zhì)要求進(jìn)行分析并以此作為深度訪談的參考資料,通過深度訪談得到優(yōu)秀績效營銷人員與普通績效營銷人員存在顯著差異的13個(gè)勝任力要素:市場(chǎng)分析知識(shí)、業(yè)務(wù)計(jì)劃知識(shí)、溝通能力、應(yīng)變能力、協(xié)調(diào)能力、適應(yīng)性、顧客導(dǎo)向、親和力、自信心、責(zé)任心、主動(dòng)性、成就導(dǎo)向、影響力。接下來用spss的聚類分析方法分析這13個(gè)勝任力要素之間存在的相關(guān)性,得出了知識(shí)與技能、動(dòng)機(jī)、自我概念、個(gè)人特質(zhì)四個(gè)聚類結(jié)果,根據(jù)聚類分析的結(jié)果采用層次分析法研究各勝任力要素在評(píng)價(jià)求職人員是否適合崗位時(shí)的權(quán)重。最后將研究所得的結(jié)果運(yùn)用到營銷人員的面試過程中,企業(yè)根據(jù)勝任力要素模型設(shè)計(jì)面試問卷,可以清楚的知道那些素質(zhì)是應(yīng)聘者應(yīng)該具有的否則會(huì)對(duì)績效產(chǎn)生很大的影響,那些是大部分應(yīng)聘者不具有但可以通過培訓(xùn)獲得的。 論文共分五章,第一章為導(dǎo)論,闡述了研究目的與意義、國內(nèi)外研究現(xiàn)狀、研究內(nèi)容與方法。第二章闡述了崗位勝任力的定義、構(gòu)成要素及作用。第三章首先介紹了勝任力模型構(gòu)建的方法,本文則先通過招聘廣告得出最初的勝任力模型。再用深度訪談的方法得出最終的區(qū)分營銷人員績效的勝任力素質(zhì)。第四章通過聚類分析分析各要素之間的關(guān)系,再通過層次分析法得出各要素的權(quán)重。第五章闡述了勝任力模型在招聘中的作用及相應(yīng)的實(shí)施措施,在甑選的過程中運(yùn)用層次分析法得出各個(gè)要素的權(quán)重從而有使甑選工作更加科學(xué)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.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F272.92;F274

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 桂德權(quán);胡冰水;唐蔚蔚;劉晶;;我院管理實(shí)習(xí)生結(jié)構(gòu)化面試的信度與效度分析[J];中國醫(yī)院;2013年07期

相關(guān)碩士學(xué)位論文 前10條

1 祝青秀;互聯(lián)網(wǎng)行業(yè)銷售經(jīng)理勝任力模型研究[D];華東師范大學(xué);2010年

2 張琴麗;食品加工業(yè)營銷人員勝任素質(zhì)研究[D];武漢工業(yè)學(xué)院;2010年

3 劉艷芳;營銷管理者勝任力模型構(gòu)建及應(yīng)用研究[D];河北經(jīng)貿(mào)大學(xué);2011年

4 葉宣羽;KD公司領(lǐng)導(dǎo)者勝任力模型的構(gòu)建與應(yīng)用[D];華中科技大學(xué);2010年

5 郭佳;V公司銷售人員勝任特征模型構(gòu)建研究[D];河北工業(yè)大學(xué);2010年

6 徐莎莎;基于勝任力模型的銷售人才測(cè)評(píng)研究[D];南京理工大學(xué);2010年

7 莊麗丹;通信企業(yè)營業(yè)廳店長勝任力特征研究[D];蘇州大學(xué);2010年

8 肖楠;青島啤酒營銷崗位人崗匹配問題研究[D];西華大學(xué);2010年

9 張玫;勝任力模型在T公司人才招聘中的應(yīng)用研究[D];電子科技大學(xué);2012年

10 張二強(qiáng);營銷人員招聘面試的選拔性素質(zhì)模型研究[D];廣西大學(xué);2012年

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本文編號(hào)：2369678