基于扎根理论的互联网营销师胜任力模型构建——以直播人员为例

Competency Mode Constructing for Internet Marketers Based on Grounded Theory——Taking Live Streaming Personnel as an Example

运用扎根理论的研究方法,对电子商务方向的专家学者、电商企业管理层和一线主播进行访谈并收集资料。采用开放式、主轴和选择性编码等方式进行质性分析,将互联网营销师的人才胜任力素质指标归纳为知识素养、个人形象、自我展示、团队素养、执行能力5个要素,构建互联网营销师的胜任力模型,为后续互联网营销师胜任力模型的实证研究提供基础和依据。

Utilizing the research method of grounded theory,data are interviewed and collected from experts and scholars in the direction of e-commerce,the management of e-commerce enterprises and first-line anchors.Using open-ended,principal axis and selective coding for qualitative analysis,this paper summarize the talent competency quality indexes of Internet marketers into five elements:knowledge literacy,personal image,self-presentation,team literacy,and execution ability,then construct a competency mode of Internet marketers,which will provide a foundation and basis for the empirical research of the subsequent competency mode of Internet marketers.