摘要
对创意人才胜任力的研究现状进行了述评,对广告创意人才胜任力的研究问题作出判断,进而通过研究路径的设计开展广告创意人才胜任力的实证研究,并对研究数据进行探索性因子分析,从而将广告创意人才胜任力归纳为5个因子维度,然后通过因子命名提出了广告创意人才胜任力的五大族群——"职业基础能力族群"、"专业技能族群"、"专业知识族群"、"品质与动机族群"和"专业超越性能力族群",并最终建构出广告创意人才胜任力的"沙漏模型"。
This paper makes comments on the research status of creative talent competency and judgment on the problems of the advertising creative talent competency.Stemming from the the design of the research route,an empirical study of advertising creative talent competency was carried out on the basis of exploratory factor analysis of research data.Therefore,the advertising creative talent competency can be summed up into 5dimensions and further named after 5competency ethnic groups,including＂basic vocational abilities groups＂,＂specialized skills groups＂,＂professional knowledge groups＂,＂quality and motivation groups＂and ＂professional transcendence abilities groups＂,and eventually a competency model was constructed of advertising creativetalent-＂Hourglass Model＂.
出处
《武汉理工大学学报（社会科学版）》
CSSCI
2016年第3期404-409,共6页
Journal of Wuhan University of Technology:Social Sciences Edition
关键词
广告
创意人才
胜任力
模型建构
advertisement
creative talents
creative talentcompetency
competency model-building
