Factors Influencing Software Company Marketing Staff Professional Identity Degree

As a product of the rapid rise in this information age, the growth of software industry also promotes the national economyand triggers a new round of technological revolution. With the arrival of 020 and some highly entrepreneurial innovations, a new group of staff-marketing personnel-is playing a greater role. Compared to other occupations, marketing staff are obviously much younger. They have a higher levels of liquidity and a lower recognition of career identity. This low recognition affects their input of job, which would make a worse performance and a lower production value. They are lack of the sense of identity, thus have a higher frequency of job-hopping or job-transferring. All these behaviors above lead to the lose of management personnel of software industry, which increase the investment of human resources, do harm to the closeness of customers. And even worse, they would result in technological leakage. Some commercial peers may copy their marketing mode, thus trigger fierce competition, that is a threaten to company’s survival and development. This thesis is based on study of marketing personnel in software company. I try to learn the factors that affect the transition of career identity by investigating the progress, and hope to provide a reference for marketing staff.This thesis is based on theories of career identity, organizational identification, career interests, achievement motivation and occupational planning. It studies marketing personnel on software companies from four aspects:occupational values, role identity, career loyalty and occupational behavior disposition. By document analysis method, I learned related studies at home and abroad, confirmed study basement and frame. I assumed eight possibilities, designed questionnaire and interview. I take samples from sixteen software companies, which gets 45 interview feedbacks and 212 questionnaires. All these data are processed via SPSS 19.0, which include the examine of reliability and validity, analysis of variance and MLR(Multiple Linear Regression).The study shows that the scale of questionnaire have good reliability and validity. The seniority and job rank have a positive correlation with career identity, while others also have some influence, but not that obvious. The four aspects, which are occupational values, role identity, career loyalty and occupational behavior disposition, can all make obvious difference in occupational interests, achievement motivation and organization identity. Meanwhile career awareness and social/family support have a positive influence, but not that obvious. The change of career planning not only has a negative infect on career identity, but also has obvious infect on career values and occupational behavior disposition.But the career planning guidance and the human resources management system for professional identity can not have a significant impact.In view of this conclusion, this thesis proposes four management advise, company should pay attention to the development of career interests, increase the recognition and identity of staff, establish a justice and equity internal promotion system, and create a harmony organizational climate.