The Study On Marketers' Competency Model In China

This paper aims to build marketing staff competency model of our country, and applying it to various aspects of human resources management activities. The paper is divided into four parts: The first part outlines the domestic and foreign scholars on the competencies and competency model theory, discusses its origin, definition, development, research methods and research process. The second part is based on the competency models in the previous study of the theory, constructing the marketers'competency based model. The third part, comparing the differences of quality staff and general staff, amends the basis of competence model, to establish the Competency Model. The fourth part will put it to the human resource management practices to improve its usefulness.The two innovations of this paper: 1. The paper based on the previous articles, according to the opening questionnaire results, designs a marketing staff competency model with Chinese characteristics. 2. It is the first time to take the two competency factors- filial piety and love-into the model. And though the statistical analysis showing that the'filial piety'is more important, and'Love'has a certain importance.Through researching, the main conclusions of this paper :1.Excellent marketing staff focus more on individuals, development of macroeconomic planning, proactive in interacting with others and more hope for success compared with the general marketing staff. 2. The paper builds competency model including 4 dimensions and 23 factors. Among them, the'individual quality'includes language ability, affinity, self-confidence, optimism, work attitude, filial piety, resilience, honesty and trust worthiness; the'Professional knowledge and ability'includes market insights, customer service, basic sales skills, planning ability, product knowledge, marketing expertise, advisory capacity, learning ability; Dimensions of'social skills'competence includes communication, personal influence, interpersonal insight, relationships;'Motivation'includes individual initiative, information seeking skills, success achievement. 3. Competency Model will be used in marketing recruitment, training, and career planning. Based on the competency model, the paper will construct the recruitment system, training system, and career planning systems. It will provide a guideline for studying other positions of the competence model.