Industry Marketing Staff Competency Structure

Seed industry which is a base of modern agriculture has always taken an important position in agricultural production. With building the "Sannong" supported by nation increased, it gradually provides a good stage of the development environment for China's seed industry at the macro level. But the enterprise of seed industry is also faced with some pressure such as the adjustment of market structure, the demand of consume fall, the lowness of industrial concentration and so on when it is expanding its scale. In the course of business, it is essential to enhance the competitiveness of the company that the marketing staff of seed industry can be competent for some requests such as accessing market information, guiding customers demand, creating business profits and so on or not. It is a urgent solution for a seed industry that how to distinguish excellent and general marketing staff , how to select one who can qualified the sales position and create the greatest value for the corporation, how to improve the ability of the marketing staff, how to build the marketing team.Against the background of a literature review about competency at home and abroad, summarizing the concept, the classification, the identification of the competency and the research about competency model, the paper selects 24 business marketing staff from representative company of seed industry as objective, uses behavioral event interview (BEI) to collect information, modifies and perfects the general competency dictionary of marketing staff by adding the features that the seed industries and enterprises of China have peculiarly, sets up a competency structure of marketing staff of seed industry through coding to deal with the data, analyzes and discusses the validity and reliability of the research results, then it can provides a theoretical basis for recruitment, training, job analysis, performance assessment of marketing staff and other human resources activities.