Research On The Upgrading Of A Shopping Center Salesperson' Ability Based On Competency Model

With the continuous development of the retail industry,the market environment has undergone new changes,and the physical retail industry is facing a reshuffle.With the integration of e-commerce and retail industry,the physical retail industry begins to undergo changes in the form of new retail.The Physical retail pays more attention to the consumer experience and takes enhancement of consumer experience as the direction.The change has also led to the specialization of retail HR.So,Both retail owners and customers have the demand for upgrading.And as the Physical retail terminal—salesperson,it is worth studying how salespersons adapt to the development trend of new retail through capability upgrading.The study of salesperson ability upgrading not only has guiding significance to the transformation and upgrading of retail industry,but also has practical significance to increase the attractiveness of salesperson post.By analyzing the current situation of the salesperson in the shopping center A,this paper analyzes various factors that promote the capability upgrading of salesperson,and points out that the salesperson must carry out the capability upgrading to adapt to the trend of retail development.By combing the theoretical knowledge and application of the competence model at home and abroad,it is determined that the competency model is the theoretical basis for the employee transformation and upgrading.Through the study of the origin,definition and types of competency model,this paper clarifies the research ideas.This paper takes the salesperson of shopping center A as the research object,The basic situation of the salesperson is analyzed by means of data access,using questionnaire survey method,extract the 20 brand shop,the salesperson's job status and analyze the relationship between the ability to work: take the method of behavior events,interview with sample salesperson,derived from key competency elements.Finally,through quantitative and qualitative research method,26 competency factors of new salesperson were extracted.Among them,the quantitative method is the questionnaire survey method,and the second one is the T-test analysis of the two groups with excellent performance and poor performance.In the second part,a questionnaire survey was conducted on 26 extracted competent factors,and a total of 191 valid questionnaires were collected: all the survey data were analyzed using SPSS software.Finally,based on the analysis,this paper constructs a new model of competence of salesperson.There are 26 elements of competency,which are divided into general ability,16 in total;professional ability,10 in total.Among them,the general ability is divided into personal quality,a total of 3;management ability,a total of 13.Professional ability is divided into service and sales ability,a total of 4;marketing planning and product layout ability,a total of 3;logistics and security guarantee ability,a total of 3.Each competency element is defined.The newly built competency model of salesperson can provide theoretical basis for the transformation and upgrading of shopping center A salesperson,and establish training and talent evaluation human resource planning accordingly.