Model Construction Application Of Competence Of Marketing Staff In The Fast Moving Consumer Goods Industry

The Fast Moving Consumer Goods industry is the industry with thefastest growing speed, fierce competition and the largest sales,products Fast provided by Moving Consumer Goods industry is relatedto our lives, mainly refers to the products with short service life andfaster consumption. Because the characteristic of low barriers toentry, lower costs and the rapid recovery of funds, there are manycompanies within Fast Moving Consumer Goods industry, in order toseek a place in the fierce competition, enterprises have began torecruit excellent marketing staff to establish a good corporate imageand company brand. Under this condition, how to training,assessment and incentives the marketing staff in Fast MovingConsumer Goods industry, in order to improve the sales performanceof employees, caused by a high degree of concern.Concept of competence once was put forth, take widespreadattention of academia as well as human resource managers,competence and job performance is closely related, so more andmore business managers take competence as one of the main tool ofcorporate training, assessment and incentive, for the study of thecompetency model is concerned about districting competency between ordinary performance and outstanding performance, andthus using the study of these characteristics in Enterprise HumanResource Management.In this paper, on the basis of a large number of literature data, wefound that there is little systematic study of marketing personnelcompetency characteristics in Fast Moving Consumer Goods industry,this paper on the basis of reference studies at home and abroad aboutthe competency model and marketing personnel , take N company asan example, using behavioral event interview method to collect thecompetency element of marketing staff in N company, summarized 19competency elements, and on this basis, produced aquestionnaire. Through distribution, recovery and analysis ofquestionnaires, get marketing staff competency model of N company;By respectively grant survey questionnaire in outstandingperformance group and performance ordinary group, summed upsignificant differences in competence elements between outstandingperformance group and the ordinary performance group, extractedmarketing staff’s competency model N company, and verify theinitial establishment by model self-assessment method and thebehavioral event interview according to the questionnaire. At thesame time, this paper also study the application of competency modelin recruitment, training, assessment and career planning in FastMoving Consumer Goods industry. This paper using the theory ofcompetence, were studied in a typical Fast Moving Consumer Goodscompanies, for the first time apply competency model to themarketing staff in Fast Moving Consumer Goods industry, create anew approach for N companies to establish new competence model, solve the problem in selection, training, assessment and careerplanning in Fast Moving Consumer goods industry, and provides somegood ideas and methods for future research and development ofhuman resource management in Fast Moving Consumer Goodscompanies, at the same time, also has a certain sense of value in useand application prospects in enhancing the core competitiveness ofenterprises .