企业行销人员胜任特征结构模型初探

A Study on the Competency of Marketing Personnel in Enterprises

通过自编问卷对企业行销人员进行广泛调查的基础上,对收集到的数据采用探索性因素分析和验证性因素分析,构建了行销人员的胜任特征理论模型。模型表明,企业行销人员胜任特征由九个维度组成,分别是成熟的个人品性、社交素养、市场与营销业务能力、客户导向能力、道德素养、规划与协调能力、情绪品质、人际沟通能力和成就欲。在此基础上,阐明了它们之间的内在关系与作用,为有效选拔优秀行销人员,预测行销人员的业绩表现提供了良好的参考。

By using the revised questionnaire this study investigated the competency of marketing personnel in enterprises. The data were analyzed by EFA, CFA, Cluster Analysis, and Correlation Analysis. The results showed that the competency modeling of marketing personnel is made up of nine competencies： personality traits, sociality capacity, maketing ability, consciousness of clients, morality character, planning and harmony, emotional character, communication among people and ambition. The internal relation and function of the model were also illustrated in order to provide reference for the effective selection of marketing personnel and prediction of performance.