摘要
互联网突飞猛进的发展，网民规模不断壮大，新媒体推陈出新，网络技术日益
升级，投资者、公众、合作伙伴等利益相关体也越来越依赖互联网收集企业的相关
信息进行投资、购买、合作等决策分析。很多学者已经进行相关实证研究，如企业
网络舆情相关信息会影响投资者的决策，进而影响上市公司股价的波动，甚至是相
关行业的震荡。因此，对于企业而言，网络舆情相关工作的价值日益凸显。其中，
网络舆情分析工作是网络舆情分析应对的重要环节，因此企业网络舆情分析人才是
企业网络舆情人才架构中的中坚力量。构建企业网络舆情分析人才胜任力模型，将
有助于提升企业网络舆情人才招聘管理实践，提升企业网络舆情分析能力，进而为
企业舆情应对打下坚实基础。

企业网络舆情事件发生的前、中、后，均需要网络舆情分析人才能够专业、准
确的对事件进行分析，并为舆情应对人员提供坚实的决策、行动依据，进而使舆情
事件对相关利益体产生正向的影响。本文研究目的是通过研究医药企业网络舆情分
析人员的胜任力要素，进而构建其胜任力模型，并基于该模型进行相应的招聘工作，
期望有效提升医药企业网络舆情分析人才的水平。

本文综合采用文献分析法及岗位分析法，初步提炼了医药企业网络舆情分析人
才的胜任力要素，进而初步建立医药企业网络舆情分析人员的胜任力模型；然后，
通过问卷调查、专家归类，将胜任力要素进行扩充；其次，进一步通过问卷调查结
合 Likert 五点等级打分法，对胜任力要素进行筛选；最后，通过绩优组和普通组的
比较，最终确立胜任力模型。基于医药企业网络舆情分析人才的胜任力模型搭建招
聘体系，为企业招聘选拔相关人才提供科学且可量化的依据，提高人才招聘的质量，
为医药企业网络舆情相关人才的招聘工作提供参考依据。

关键词：医药企业、网络舆情分析、胜任力模型、招聘Abstract
With the development of the Internet by leaps and bounds, the scale of Internet users
growing, the emergence of new form of new media, and the network technology
increasingly upgrading, stakeholders including investors, the public and partners are
increasingly rely on the Internet to collect enterprise information to carry out
decision-making analysis such as investment, purchase and cooperation. Many scholars
have made related empirical studies. For example, enterprise information network public
opinion will affect the investor&39;s decision, and then will affect the volatility of the stock
price of listed companies, and even the oscillation of the related industries. Therefore, for
the enterprise, the value of network public opinion related work is growing. Among them,
the network public opinion analysis work is an important part of the whole network
public opinion work, so network public opinion analysis talent is enterprise backbone of
the architecture of the network public opinion talents. Personnel competency model
construction of enterprise network public opinion analysis talents will help to improve
enterprise network public opinion recruitment management practices, and improve
enterprise network public opinion analysis ability, and then lay a solid foundation for the
enterprise management of public opinion.
The whole process of enterprise network public opinion occurring needs
professional and accurate analysis of events from network public opinion analysis talents,
which will provide a solid foundation for the decision and the action of public opinion
deal-with talents, and then make positive impact on the relevant interests of public
opinion events. Research purpose of this article by studying the competence elements of
the medicine enterprise network public opinion analyst is to build the competency model,
basing on which people carry on the corresponding recruitment, in order to improve the
level of the medical enterprise network public opinion talent.
With the way of literature analysis and post analysis, this paper preliminarily refines
the competence characteristics of the pharmaceutical enterprise network public opinion
analysis talents, and then builds a pharmaceutical enterprise network public opinionanalysis personnel competency model. Finally, through the questionnaire survey, the
behavioral event interview and SPSS data analysis method, it analyzes and optimizes the
preliminary model.
Building system of network public opinion analysis personnel based on
pharmaceutical enterprise competency model, provides a scientific and quantitative basis
for personnel recruitment and selection processes, and improves the quality of the
recruitment for pharmaceutical enterprise network public opinion talents, and also
provides reference for related personnel recruitment.
Key Words: pharmaceutical enterprise; network public opinion analysis; personnel
competency model; recruitment目录
第一章 绪论1
1.1.研究背景...... 1
1.2 研究意义...... 2
1.3 文献综述...... 3
1.3.1 胜任力模型概述...........3
1.3.2 国内外关于胜任力的研究与实践.......5
1.3.3 基于胜任力模型的招聘与管理...........7
1.4 研究方法及思路...... 7
1.4.1 研究的方法.......7
1.4.2 研究的思路.......8
1.5 本章小结...... 9
第二章 医药企业网络舆情分析人才招聘现状分析......10
2.1 医药行业舆情现状 10
2.2 医药企业网络舆情相关工作情况 11
2.3 医药企业网络舆情分析人才招聘现状.... 13
2.4 本章小结.... 14
第三章 医药企业网络舆情分析人才胜任力模型搭建..15
3.1 医药企业网络舆情分析人才胜任力模型必要性 15
3.2 医药企业网络舆情分析工作分析 15
3.3 医药企业网络舆情分析人才胜任力模型构建.... 18
3.3.1 胜任力要素指标初选.19
3.3.2 样本选定.........20
3.3.3《网络舆情分析人员胜任力要素调查表》调查及分析.......20
3.3.4《网络舆情分析人员胜任力要素测评调查表》调查及分析...........22
3.3.5 绩优组与普通组指标对比分析.........24
3.4 医药企业网络舆情分析人才胜任力模型评估.... 25
3.5 本章小结.... 26
第四章 胜任力模型在网络舆情分析人才招聘中的应用..........27
4.1 制定选拔标准........ 27
4.2 实施招聘.... 29
4.3 面