营销人员的胜任力模型及在招聘中的运用
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摘要
胜任力研究是当代心理学、人力资源管理学、教育学等学科领域的研究热点之一。研究范围也设计到营销人员、技术人员、经营管理者等众多对象,但关于我国社会文化背景下的营销人员的胜任力的系统研究并将其运用到招聘的比较少见。本研究在理清相关概念、综述国内外相关研究的基础上,对中国文化背景下营销人员的胜任力模型研究作了初步的尝试和努力。
本文阐述了胜任力的发展缘由、定义、分类和研究方法,本文则是综合前人的胜任力模型的研究方法基础上,没有从零开始获取胜任力模型,而是在借鉴胜任力词典的基础上,通过对国内大型的招聘网站上招聘营销人员所列举的素质要求进行分析并以此作为深度访谈的参考资料,通过深度访谈得到优秀绩效营销人员与普通绩效营销人员存在显著差异的13个胜任力要素:市场分析知识、业务计划知识、沟通能力、应变能力、协调能力、适应性、顾客导向、亲和力、自信心、责任心、主动性、成就导向、影响力。接下来用spss的聚类分析方法分析这13个胜任力要素之间存在的相关性,得出了知识与技能、动机、自我概念、个人特质四个聚类结果,根据聚类分析的结果采用层次分析法研究各胜任力要素在评价求职人员是否适合岗位时的权重。最后将研究所得的结果运用到营销人员的面试过程中,企业根据胜任力要素模型设计面试问卷,可以清楚的知道那些素质是应聘者应该具有的否则会对绩效产生很大的影响,那些是大部分应聘者不具有但可以通过培训获得的。
论文共分五章,第一章为导论,阐述了研究目的与意义、国内外研究现状、研究内容与方法。第二章阐述了岗位胜任力的定义、构成要素及作用。第三章首先介绍了胜任力模型构建的方法,本文则先通过招聘广告得出最初的胜任力模型。再用深度访谈的方法得出最终的区分营销人员绩效的胜任力素质。第四章通过聚类分析分析各要素之间的关系,再通过层次分析法得出各要素的权重。第五章阐述了胜任力模型在招聘中的作用及相应的实施措施,在甑选的过程中运用层次分析法得出各个要素的权重从而有使甑选工作更加科学有效。
Competency is one of the hot spots in the field of modern psychology、human resources and education academic research. The scope of the study is also designed to marketing personnel, technicians, managers and many other objects. But the research that on the marketing personnel in the background of Chinese culture is not much. The utilization is less. On the basis of the definition and relative literature review on the competency, the competency model for the Chinese senior executives has been discussed.
The origin、definition、classify and research methods of the competency have been expatiated in this paper. This article builds on previous research methods. Firstly, author finds out the requirements of the marketers from the recruitment Web site. Such information can use as reference for Depth Interview Method. We can know that there are 13 factors of competency which exist significant difference between outstanding performer and general performer. Including market analysis、business plan、Communication、strain capacity、coordination、adaptability、customer-driven、accessibility、self-confidence、responsibility、initiative、achievement-oriented、impact. Then the author uses the Hierarchical Cluster of spss to analyze relation between competency factors. The result is knowledge、skills、intention、self-concept、personal traits.
The author gets the weight of every factor using the methods of Analytic Hierarchy Process. At last, the concluding is used for recruits. So Recruitment Officer knows the candidate must grapple which know ledges and skills. Maybe some skills can be grasped though training.
The thesis have five parts, The first chapter is the Introduction、describes the purpose of the study、significance of the research at home and abroad and study the contents and methods. The second chapter describes the definition of competence, and the role of the constituent elements. The third chapter explains the model approach. The forth chapter get the relation and the weight of factors. The fifth chapter is the conclusion which will be applied to recruitment.
本文阐述了胜任力的发展缘由、定义、分类和研究方法,本文则是综合前人的胜任力模型的研究方法基础上,没有从零开始获取胜任力模型,而是在借鉴胜任力词典的基础上,通过对国内大型的招聘网站上招聘营销人员所列举的素质要求进行分析并以此作为深度访谈的参考资料,通过深度访谈得到优秀绩效营销人员与普通绩效营销人员存在显著差异的13个胜任力要素:市场分析知识、业务计划知识、沟通能力、应变能力、协调能力、适应性、顾客导向、亲和力、自信心、责任心、主动性、成就导向、影响力。接下来用spss的聚类分析方法分析这13个胜任力要素之间存在的相关性,得出了知识与技能、动机、自我概念、个人特质四个聚类结果,根据聚类分析的结果采用层次分析法研究各胜任力要素在评价求职人员是否适合岗位时的权重。最后将研究所得的结果运用到营销人员的面试过程中,企业根据胜任力要素模型设计面试问卷,可以清楚的知道那些素质是应聘者应该具有的否则会对绩效产生很大的影响,那些是大部分应聘者不具有但可以通过培训获得的。
论文共分五章,第一章为导论,阐述了研究目的与意义、国内外研究现状、研究内容与方法。第二章阐述了岗位胜任力的定义、构成要素及作用。第三章首先介绍了胜任力模型构建的方法,本文则先通过招聘广告得出最初的胜任力模型。再用深度访谈的方法得出最终的区分营销人员绩效的胜任力素质。第四章通过聚类分析分析各要素之间的关系,再通过层次分析法得出各要素的权重。第五章阐述了胜任力模型在招聘中的作用及相应的实施措施,在甑选的过程中运用层次分析法得出各个要素的权重从而有使甑选工作更加科学有效。
Competency is one of the hot spots in the field of modern psychology、human resources and education academic research. The scope of the study is also designed to marketing personnel, technicians, managers and many other objects. But the research that on the marketing personnel in the background of Chinese culture is not much. The utilization is less. On the basis of the definition and relative literature review on the competency, the competency model for the Chinese senior executives has been discussed.
The origin、definition、classify and research methods of the competency have been expatiated in this paper. This article builds on previous research methods. Firstly, author finds out the requirements of the marketers from the recruitment Web site. Such information can use as reference for Depth Interview Method. We can know that there are 13 factors of competency which exist significant difference between outstanding performer and general performer. Including market analysis、business plan、Communication、strain capacity、coordination、adaptability、customer-driven、accessibility、self-confidence、responsibility、initiative、achievement-oriented、impact. Then the author uses the Hierarchical Cluster of spss to analyze relation between competency factors. The result is knowledge、skills、intention、self-concept、personal traits.
The author gets the weight of every factor using the methods of Analytic Hierarchy Process. At last, the concluding is used for recruits. So Recruitment Officer knows the candidate must grapple which know ledges and skills. Maybe some skills can be grasped though training.
The thesis have five parts, The first chapter is the Introduction、describes the purpose of the study、significance of the research at home and abroad and study the contents and methods. The second chapter describes the definition of competence, and the role of the constituent elements. The third chapter explains the model approach. The forth chapter get the relation and the weight of factors. The fifth chapter is the conclusion which will be applied to recruitment.
引文
[1]SpeneerJrLM.Spencer5M.Competencies at work models for supelior Performance.New York:John Wiley&Sons,Inc,1993
[2]斯蒂芬·P·罗宾斯,管理学[M].北京:中国人民出版社,1997.246-283
[3]赫伯·戈瑞伯格等.销售人力资源管理:如何选育用留顶级销售人才[M].企业管理出版社,2002.8.126-145
[4]石文典,陆剑清等.市场营销心理学[M].东北财经大学出版社,2000年10月
[5]章凯,肖莹.胜任特征分析与人力资源管理.江淮论坛,2004.(4):32-43
[6]WilliamsR5.Performance Management.London:International Thomson Business Pres s,1998,104
[7]Jorgen Sandberg.Understanding Human Competence at Work:An Inter Portative AP Proach.Academy of Management Journal,2000,43(1):9-25
[8]莱尔·史班瑟等.才能评鉴法-建立卓越的绩效模式[M].广东:汕头大学出版社,2003年8月
[9]秦毅.如何管理与控制销售队伍.北京大学出版社,2004.67-73
[10]MotowidloSJ,CarterGW,DunnetteMD,etal.Studies of the structured behavioral inter view.Journey of Applied Psychology,1992,17:571-587
[11]张挥裤.营销人员选拔性测评的预测模型研究:[硕士学位论文].北京:首都经济贸易大学,2005
[12]李峰,朱燕.营销人员心里品质的研究及其测评.心理科学,1995.(18):35-42
[13]安鸿章.岗位胜任特征模型的构建与完善.经济与管理研究,2003.(4):42-45
[14]王少华.人力资源管理的基石-胜任素质模型.首部经济贸易大学学报,2005.(1):25-32
[15]舒莹草.商业银行客户经理胜任力的研究:[硕士学位论文].重庆:重庆大学,2004
[16]温少华.建立基于胜任力的人力资源管理.人口与经济,2004.(10):54-62
[17]康丽,沈进.人力资源管理的新模式.经济与管理,2004.(6):45-50
[18]杨东涛,朱武生.基于胜任力的人力资源管理研究.中国人力资源开发,2002.(9):21-26
[19]阎巩固.人格测量和员工:选聘:问题与回答.心理学动态,1997.(04):54-59
[20]何纯玉.浅析以素质模型为核心来构建HR体系.企业管理,2004.(11):57-58
[21]程芳.基于胜任力的人员选任机制研究.江汉大学学报(社科版),2004.(9):22-25
[22]张慧,段万春.适于零售业采购人员的绩效管理方法.商业研究,2004.(7):34-36
[23]时勘,曹效业,李晓轩.我国科技创新体系人力资源管理的研究构想.科研管理,2000.21(5):1-9
[24]侯杰泰,温忠麟,成子娟著.结构方程模型及其应用.北京:教育科学出版社,2004.78-83
[25]邢强,孟卫青.未来教师胜任力测评:原理和技术[J].开放教育研究,2003.(4)
[26]黄春新,何志聪.胜任力模型如何适用于高科技企业研发团队的管理[J].经济论坛,2004.(8):45-56
[27]金杨华,陈卫旗,王重鸣.管理胜任特征与工作绩效关系研究.心理科学,2004.27(6) :1349-1351
[28]于海波,方俐洛,凌文轻.全球性领导者的素质与培训.心理科学进展,2003.11(4):446-451
[29]Me Clelland DC.Testing for employ,tense rather than for intelligence.American Psy chologist,1973,28:1-14.
[30]章凯,肖莹.胜任力分析与人力资源管理创新.成人高教学刊,2004.(2):12-15
[31]陈云川,铁雷.胜任力研究与应用综述及发展趋向.科研管理,2004.25(6):141-144
[32]李明斐,卢小君.胜任力与胜任力模型构建方法研究.大连理工大学学报(社会科学学报),2004.25(1):28-32
[33]石勘.人力资源开发的心理学研究概况.管理科学学报,2001.4(3):30-35.
[34]王重鸣.心理学研究方法.人民教育出版社,2001.169-210
[35]Morrison AJ.Develop in gaglobal leadership model.Human resources management,2000,39(summer/fall):117-131.
[36]Patriciaa.Melacnn.Competency Models.Training and Development Journal,1980,12:22-25
罗正学,苗丹民,黄甫恩.人格特征对陆军学院学员胜任特征的预测.第四军医大学学报,2003.24(8):757-759
[37]李峰,朱燕.营销人员心理品质的研究及其测评.1995.18(2):291-298
[38]顾琴轩,李剑,朱牧.转型期国有企业中层管理人员胜任力的研究.东华大学学报(自然科学版).2001.27(9):4-9
[39]Thornton111GC,&ClevelandJ.Developing managerial talent,through simulation.Amer ican Psychologist,1990,45,190-199
[40]DavidC.Mc Clelland RichardE.Boyatzis.opportunities for Counselors from the comp etency assessment movement.The Personnel land guidance journal,1980:368-372.
[41]郑学宝,孙健敏.建立县处级领导人才胜任力研究.中国人力资源开发,56-61
[42]王垒,陈怡,吕晓薇.领导胜任特征:员工知觉模型的建立.中国人力资源开发,50-51
[43]时雨,张宏云.360度反馈评价结构和方法的研究.科研管理,2002.23(5):124-129
[44]Alldredge ME,NilanJK.3M'5 leadership competency model:an internally developed solution.Human resource management,2000,39(summer/fall):133-145.
[45]ConnerJ.Developing the global leaders of tomorrow.Human resource management,2000,39(summer/fall):147-157.
[46]McClellandDC.Identifying competencies with Behavioral Event Interviews.Psychologi cal Science,1998,9:331-339
[47]ShippmannJ5.The practice of competency modeling.Personal Psychology,2000,53:703-740.
[48]Diane H.Parente.Randy C.Brown,Alfred G.Warner.Review Sessions And Results:Com petency Testing In The Capstone Business Class[J].Journal Of Instructional Psychology.2005,32(1),233-245.
[2]斯蒂芬·P·罗宾斯,管理学[M].北京:中国人民出版社,1997.246-283
[3]赫伯·戈瑞伯格等.销售人力资源管理:如何选育用留顶级销售人才[M].企业管理出版社,2002.8.126-145
[4]石文典,陆剑清等.市场营销心理学[M].东北财经大学出版社,2000年10月
[5]章凯,肖莹.胜任特征分析与人力资源管理.江淮论坛,2004.(4):32-43
[6]WilliamsR5.Performance Management.London:International Thomson Business Pres s,1998,104
[7]Jorgen Sandberg.Understanding Human Competence at Work:An Inter Portative AP Proach.Academy of Management Journal,2000,43(1):9-25
[8]莱尔·史班瑟等.才能评鉴法-建立卓越的绩效模式[M].广东:汕头大学出版社,2003年8月
[9]秦毅.如何管理与控制销售队伍.北京大学出版社,2004.67-73
[10]MotowidloSJ,CarterGW,DunnetteMD,etal.Studies of the structured behavioral inter view.Journey of Applied Psychology,1992,17:571-587
[11]张挥裤.营销人员选拔性测评的预测模型研究:[硕士学位论文].北京:首都经济贸易大学,2005
[12]李峰,朱燕.营销人员心里品质的研究及其测评.心理科学,1995.(18):35-42
[13]安鸿章.岗位胜任特征模型的构建与完善.经济与管理研究,2003.(4):42-45
[14]王少华.人力资源管理的基石-胜任素质模型.首部经济贸易大学学报,2005.(1):25-32
[15]舒莹草.商业银行客户经理胜任力的研究:[硕士学位论文].重庆:重庆大学,2004
[16]温少华.建立基于胜任力的人力资源管理.人口与经济,2004.(10):54-62
[17]康丽,沈进.人力资源管理的新模式.经济与管理,2004.(6):45-50
[18]杨东涛,朱武生.基于胜任力的人力资源管理研究.中国人力资源开发,2002.(9):21-26
[19]阎巩固.人格测量和员工:选聘:问题与回答.心理学动态,1997.(04):54-59
[20]何纯玉.浅析以素质模型为核心来构建HR体系.企业管理,2004.(11):57-58
[21]程芳.基于胜任力的人员选任机制研究.江汉大学学报(社科版),2004.(9):22-25
[22]张慧,段万春.适于零售业采购人员的绩效管理方法.商业研究,2004.(7):34-36
[23]时勘,曹效业,李晓轩.我国科技创新体系人力资源管理的研究构想.科研管理,2000.21(5):1-9
[24]侯杰泰,温忠麟,成子娟著.结构方程模型及其应用.北京:教育科学出版社,2004.78-83
[25]邢强,孟卫青.未来教师胜任力测评:原理和技术[J].开放教育研究,2003.(4)
[26]黄春新,何志聪.胜任力模型如何适用于高科技企业研发团队的管理[J].经济论坛,2004.(8):45-56
[27]金杨华,陈卫旗,王重鸣.管理胜任特征与工作绩效关系研究.心理科学,2004.27(6) :1349-1351
[28]于海波,方俐洛,凌文轻.全球性领导者的素质与培训.心理科学进展,2003.11(4):446-451
[29]Me Clelland DC.Testing for employ,tense rather than for intelligence.American Psy chologist,1973,28:1-14.
[30]章凯,肖莹.胜任力分析与人力资源管理创新.成人高教学刊,2004.(2):12-15
[31]陈云川,铁雷.胜任力研究与应用综述及发展趋向.科研管理,2004.25(6):141-144
[32]李明斐,卢小君.胜任力与胜任力模型构建方法研究.大连理工大学学报(社会科学学报),2004.25(1):28-32
[33]石勘.人力资源开发的心理学研究概况.管理科学学报,2001.4(3):30-35.
[34]王重鸣.心理学研究方法.人民教育出版社,2001.169-210
[35]Morrison AJ.Develop in gaglobal leadership model.Human resources management,2000,39(summer/fall):117-131.
[36]Patriciaa.Melacnn.Competency Models.Training and Development Journal,1980,12:22-25
罗正学,苗丹民,黄甫恩.人格特征对陆军学院学员胜任特征的预测.第四军医大学学报,2003.24(8):757-759
[37]李峰,朱燕.营销人员心理品质的研究及其测评.1995.18(2):291-298
[38]顾琴轩,李剑,朱牧.转型期国有企业中层管理人员胜任力的研究.东华大学学报(自然科学版).2001.27(9):4-9
[39]Thornton111GC,&ClevelandJ.Developing managerial talent,through simulation.Amer ican Psychologist,1990,45,190-199
[40]DavidC.Mc Clelland RichardE.Boyatzis.opportunities for Counselors from the comp etency assessment movement.The Personnel land guidance journal,1980:368-372.
[41]郑学宝,孙健敏.建立县处级领导人才胜任力研究.中国人力资源开发,56-61
[42]王垒,陈怡,吕晓薇.领导胜任特征:员工知觉模型的建立.中国人力资源开发,50-51
[43]时雨,张宏云.360度反馈评价结构和方法的研究.科研管理,2002.23(5):124-129
[44]Alldredge ME,NilanJK.3M'5 leadership competency model:an internally developed solution.Human resource management,2000,39(summer/fall):133-145.
[45]ConnerJ.Developing the global leaders of tomorrow.Human resource management,2000,39(summer/fall):147-157.
[46]McClellandDC.Identifying competencies with Behavioral Event Interviews.Psychologi cal Science,1998,9:331-339
[47]ShippmannJ5.The practice of competency modeling.Personal Psychology,2000,53:703-740.
[48]Diane H.Parente.Randy C.Brown,Alfred G.Warner.Review Sessions And Results:Com petency Testing In The Capstone Business Class[J].Journal Of Instructional Psychology.2005,32(1),233-245.
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