企业营销经理胜任特征模型研究

营销经理素质的高低和能力的大小是整个企业业务开展以及人力资源竞争力和整体实力提升的关键所在。本文通过采用工作分析、深度访谈以及人员素质测评等方法和手段,在理论分析与实证研究相结合的基础上,运用聚类分析、相关分析以及T检验等相关统计分析方法,构建了营销经理的胜任特征模型,为有效选拔营销经理、预测营销经理的业绩表现提供了理论与方法基础。

A Model Research On Competence For Marketing Managers

Human resources are one of the most important resources in organizations. And the marketing managers are the most active "cell" in organizations; they are necessary parts of the core competence in organizations. So, the training and development of these managers is the key point of the HR competence. The qualification of marketing managers is directly related to the future of organizations. During the research, several mathematic and statistic methods were also used such as Pearson correlate analyze, Hierarchical cluster analyze and T test etc. The competence model of the marketing manager can provide guidelines for the selection of marketing managers, the forecast of the managers'performance and the design of the career -developing plan for marketing managers.