Research On The Competency Model Of Internet Education And Training Industry Marketers

This paper takes SD institutions as the research object,analyzes and summarizes the competency indicators that influence the marketing staff of the Internet education and training industry,and then builds the competency model of the marketing staff of the Internet education and training industry,and recruits,trains,and evaluates the marketing staff of the Internet education and training industry.Provide a scientific reference for the career development of marketers.In this study,atotal of 68 competency indicators were collected using literature analysis,open questionnaires and behavioral event interviews.On this basis,a structured pre-questionnaire survey was designed,and 12 features were removed based on the analysis of the pre-survey questionnaire data.The indicator was finally based on 38 competency indicators and a formal survey questionnaire was designed and implemented.Using SPSS and AMOS as data analysis tools:Firstly,constructing the competency model of marketing staff in the Internet education and training industry through exploratory factor analysis;then,using the structural equation model to fit the constructed competency model,the data analysis results prove that the model is constructed reasonably.Finally,the entropy method is used to derive the weights of the dimensions and characteristic indicators of the competency model,so that the competency model can be quantified in practice.The research results show that the competency model of marketers in the Internet education and training industry consists of twenty-two competency indicators in four dimensions on the iceberg and sixteen competency indicators in the two dimensions of the iceberg.The upper part of the iceberg includes:knowledge thinking dimension--product technical knowledge,knowledge width,analytical thinking,conceptual thinking,interpersonal competence dimension--interpersonal communication,relationship building,teamwork,consulting,customer relationship management,marketing skill dimension--copywriting,customer orientation,language richness,marketing planning implementation,market acumen,general skills dimensions--information retrieval,data analysis,insight,risk assessment capabilities,media usage capabilities,integration capabilities,resource utilization capabilities,innovation.The lower part of the iceberg includes:attitude quality dimension--responsibility,high efficiency,strong execution,resistance,emotional stability,adventurous spirit,mature personal qualities,personality traits dimension--achievement orientation,speech appeal,self-confidence,Perseverance,enthusiasm,patience,affinity,adaptability,empathy.