The Modeling Of Marketing Executives’ Tacit Knowledge Sharing Based On Social Network

In the age of knowledge economy, Knowledge has become an important strategicresource for enterprise survival and development, Knowledge management hasbecome an important way to improve organizational performance, Knowledge sharing,especially tacit knowledge sharing has also become an individual to constantlyimprove competitiveness, The sharing of tacit knowledge has become the basis ofknowledge innovation activities, it is an important source of enterprise’s corecompetitive advantage and support forces, his paper based on knowledge management,social network theory, and marketing management theory, use questionnaires and caseinterviews to study the Elements of tacit knowledge sharing affect the sales staffbased on Social network perspective. Also analysis the the interaction modebetween elements. and build Tacit knowledge sharing model of marketing staff.Specific research and conclusions are as follows:1.this paper combs Tacit knowledge and social networks literature,and definesrelated to the concept of tacit knowledge and social networks, according to themarketing staff Characteristics describe their tacit knowledge andMeasurement of social network.2.The theoretical research in individual and tacit knowledge introduce the conceptand characteristics of individual tacit knowledge, and provides detailson the structure degree of individual tacit knowledge. Individual dimension of tacitknowledge can be divided into Meta-cognitive dimension, Values dimension,Emotional dimension, Interpersonal dimension and Professional skills dimension.3.Introduce The basic theory of the social networks, analysis social networks andtacit knowledge sharing, describe social network characteristics of Tacitknowledge-sharing. Applicate social network to analysis individual level of tacitknowledge sharing, Include the tacit knowledge of individuals and individuals in theteam.According to the tacit knowledge of the marketing staff in home and abroad,and the specific circumstances and characteristics ofChinese corporate marketers, define Tacit knowledge of corporate marketers;Explore marketers tacit knowledge sharing factors; Including the the marketingstaff’s willingness to share the tacit knowledge, Individual capacity,Sharing situations. Finally, based on the perspective of social network factors thatdetermine the tacit knowledge sharing of the marketing staff : The network density,Connection strength, and Network heterogeneity and establish a theoretical model.4.The Object of study is Marketing personnel of the fourth business department of theShenyang City, Ping An Insurance Company. Firstly, useQuestionnaire to explore the relationship between social networks and tacit knowledge of the marketers,investigate the specific effects of socialnetworks to share the tacit knowledge of the marketing staff through interviews,based on the sharing of tacit knowledge between individuals, and applieSocial Network Approach to the tacit knowledge sharing countermeasures of themarketing staff. Specifically including:1.Establish the organizationalstructure conducive to tacit knowledge sharing, Such as learning organization,Project team, charge of knowledge and communities of practice.2.The establishment of human resources policies conducive to tacitknowledge sharing,include incentives and training.3.Establish the corporateculture conducive to tacit knowledge sharing.