Research On Marketing Personnel Training System Of Internet Financial Enterprises Based On Competency Model

With the rise of the domestic online finance industry,talent resource has increasingly becoming the focus of the competition between online finance enterprises.As the performance of marketing personnels being one of the key factors under enterprise performance,improving the competence of marketing personnels has become very important for the enterprises.Thus,it would require effective scientifc training programs to be made available for the marketing personnels in order to improve their competence.Due to the lack of research on the topic of competence training for the marketing personnels within the online finance industry,this paper decides to use the DH company as a case study.Taking the marketing personnels in the company as research objects,this paper will investigates their competence and sums up the key elements to construct the competency model for the marketing personnels in the company,then attempts to establish a training system suitable for the company on this basis.This paper will first look upon the relevant researches on competence and competency models to construct an understanding on the current trend of research on this topic in the academic world.After that,a competency model would be constructed based on the post characteristics of marketing personnels in the DH company,with staffing situation also taken into consideration.Finally,an analysis and redesign of the training system would be processed according to the marketing personnels' competency model which was constructed from prior studies.The study of the training system for the marketing personnels would be performed through three aspects: the training demand analysis,the training course design,and the training effect evaluation.In order to find the gap between the current situation and future goal of marketing personnels,this paper would analyzes the training needs of the company by calculating the factor score with weight value,and then using radar map to explain the situation intuitively in order to figure out the difference among the marketing personnels,including the overall gap and the subdivision of the elements.In the aspect of training course design,this paper divides competency training into three aspects: knowledge,skill,and attitude.In term of training evaluation,this paper will take four aspects,including training course,individual performance,employee behavior,and organizational performance.Overall,this paper provides a reference for the establishment of DH company's marketing personnel training system from both the theoretical and empirical aspects,which is conducive to thestandardization of training process within the company.It is scientific,operational,and realizable,thus it can provides certain techinical support for the training of marking personnels,while contributes to the establishment of competency-based training system that is also suitable for other online financing enterprises.