Study On Competency Model Of Marketing Positions In The Enterprise

Marketing positions face market competitions most directly in the enterprise, and they play an important role in realizing enterprise value. As market competitions are more fiercely and the management level of enterprises are much higher, the competency of marketing staff requests more and more. The marketing position competency model not only concerns the marketing staffs' cognition about the quality request of the position and the recognition to their career development, but also be important to the whole human resource management of the marketing staff in an enterprise.This paper which firstly reviewed the theory and research status of the marketing position competency model, then basing on the limitation of existing research, the paper analyses the key concept about marketing position and the quality profoundly. Secondly it defines the concept of marketing position competency model in terms of connotation, characteristic and component elements. Basing on the concept, the paper designs basic form of the multiple-level marketing position competency model and finally establishes the entire system of the model, which aims to supporting its building and application.The building and application process of the model is the main part of the paper. The building process aims at the model's characteristic, component elements and classification standards. Basing on the collection and analysis of enterprises' relevant information, the confirmation of marketing position competency, the establishment of the weight of the competency index, the formation of the whole model, the validation, confirmation and dynamic management of model, it creates a whole integrated design about the building process, which represents the integrity of the model system. The application of the model includes marketing staffs recruitment, competency evaluation, career planning, training and development, etc. It realizes inosculation between the model's application and the enterprises' practical management, which reflect that model is an efficient systematic tool to realize the marketing strategy. Finally, the paper sets an enterprise as a research object, then practices the building of marketing position competency model in it, basing on which evaluates and classifies the marketing staff, which makes the results of the research more convincing and practical.The characteristic of the paper is suggesting that marketing position competency model is a multiple model system through the definition of the key concept. The paper believes that the model can be using efficiently in enterprises' management system, because the building and application of the model is related to the practical status of the enterprises, which is both theoretical and practical. It will be of great significance for enterprises stimulating their marketing staff, maintaining marketing teams, strengthening human resources management of the marketing staff, then establishing the high efficiency culture and building the core competitive power.