Competency Model Construction. Mary Kay Beauty Consultant

Direct Selling is an ancient and modern marketing model, currently in China, although still at an initial stage, but promising, it was said direct selling will be the mainstream of 21st century marketing model. Direct seller in the direct selling organization occupies a pivotal position, the training of direct sellers is an important part of the direct selling organization's human resources management, but for research in this area is very few, therefore, this study selected the more representative direct selling organization Mary Kay (China) Cosmetics Co., Ltd. to study, try to establish a company to adapt to the Mary Kay beauty consultant (the company's salespeople are called) competency model and hope that the results were applied to the training of direct sellers.In this study, the literature searching and analysis and Psychological methods were used on the basis of the study of relevant information to work out questionnaire. Choose to the 305 Mary Kay beauty consultants who working in the studio at Nanjing and Nanjing surrounding areas for a Mary Kay business as subjects for a survey. Reliability and validity of questionnaire, the result show that Each individual table Cronbach alpha coefficients of between in 0.85～0.98; Cronbach alpha coefficient of total table was 0.96; Sperman-Brown split-half reliability and the Guttman split-half reliability were 0.73;In addition to subscale 1 and 2, the correlation between the subscales reached significance level of 0.05, the other subscales and between subscales and the correlation between the total scale reached a significant level of 0.01, and each component Table and the correlation between the total scale were significantly higher than the correlation between each subscale, indicating good construct validity scale.Mary Kay beauty consultant on competency model, we can get following conclusions:1. Mary Kay beauty consultant from the competency model of achievement motivation, professionalism, learning and growing with time management, a firm belief and ability of anti-frustration, expertise and team composition of six dimensions.2 Mary Kay beauty consultant's competency in addition to professional background, work experience before entry-demographic variables such as study factors significant difference does not exist, but the other factors were significantly different.3. Beauty consultant for various positions in addition to achievement motivation there is no difference on this dimension, but in all other dimensions of competency, there was significant difference; Sales of beauty consultants in different competency in all dimensions were significantly different.