摘要
通过文献分析法、开放式问卷法和行为事件访谈法(BEI),收集营销人员胜任力特征指标,并在此基础上设计问卷开展调查。运用因子分析法对调研数据进行分析,构建营销人员胜任力模型。使用结构方程模型(SEM)对模型进行了拟合分析,分析结果证明了模型构建的合理性。研究表明:互联网教育培训机构营销人员胜任力模型由冰山上部分(即知识思维、人际交往能力、营销技能、通用技能)和冰山下部分(即态度品质、性格特质)共6个维度组成。
The competency indicators of marketing personnel are collected through literature analysis,open questionnaires and behavioral event interviews(BEI),and on this basis,questionnaires are designed to carry out a survey.The collected data are analyzed by factor analysis to establish a competency model of marketing personnel.Structural Equation Modeling(SEM)is used to make a fitting analysis on the model,and the results show its rationality.The research shows that the competency model for marketing personnel in Internet education and training institutions consists of six parts:the upper part of the iceberg-knowledge thinking,interpersonal skills,marketing skills,general skills and the lower part of the iceberg-attitude quality and personality traits.
作者
沈菲
姚佐文
SHEN Fei;YAO Zuowen(School of Economics and Management,Anhui Agricultural University,Hefei 230000,China)
出处
《长春大学学报》
2019年第7期37-42,共6页
Journal of Changchun University
基金
安徽省教育厅质量工程项目(2018zy073)
关键词
胜任力模型
教育培训机构
营销人员
探索性因子分析
结构方程模型
competency model
education and training institution
marketing personnel
exploratory factor analysis
structural equation modeling
