Research On Competency Model Of Marketing Personnel In Industry-with BGY Group As An Example

With the arrival of economic globalization, the competition between enterprises andindustry is increasingly fierce. Enterprises competition is the competition between power andresources, in the final analysis is the talent competition. In recent years, the real estate industryhas developed rapidly, marketing personnel as the backbone of the real estate enterprises, thequality and enterprise management of the marketing personnel are directly affect the quality ofenterprise production and the realization of strategic goals.Now, there are some problems exist in enterprise management of the marketing personnel,such as the fuzzy assessment standard and imperfect compensation management system. Thebirth of competencies model provides a good solution to solve these problems. This paperchooses marketing personnel in the BGY Group as the research object, explores thecompetencies model of marketing personnel, and studies application in practice of thecompetencies model, in order to improve person-post matching and support the enterprisestrategic targets’ realization.This paper firstly introduces the related concepts of competencies model and theoreticalbasis, expounds the construction method and application of competencies model; Secondly, thesituation of BGY Group and marketing personnel who worked in BGY Group are introduced,the problems caused by lack of competence characteristics model was analyzed, and confirmedthe necessity and importance of competencies model construction for marketing personnel.Thirdly, through the key actions event method to obtain initial BGY Group marketing personnelcompetence characteristics and initial competence characteristics according to the questionnaire,using the method, such as, documentary method, export opinion, questionnaire method andfactor analysis method, to build the competencies model with the aid of SPSS19.0, thecompetencies model of marketing personnel consists of12competencies elements from fourdimensions, personal traits, integration ability, professional development force andcomprehensive knowledge. Finally, analyzes the application of the competencies model in human resources management from five aspects, staff training, recruitment and selectionprocesses, performance appraisal, compensation management and career planning, points outthe problems existing in the application, including managers cognitive limitations, thecorresponding supporting mechanism, the limitations of time and resources, and puts forwardcountermeasures in view of the problem.