酒店的营销人员十分重要，酒店营销人员是酒店与客户之间的桥梁，维系着二者之间 的关系。酒店营销人员的职能十分的丰富，不仅需要发展新客户，还要向酒店的新老客户 介绍酒店的新产品。营销人员还需要记录新老客户对酒店服务的体验感受，通过归纳客户 的体验感受，可以为酒店新产品的研发提供指导性建议。因此，营销岗位对酒店的发展是 至关重要的。本文研究的A酒店是全国最大的经济型连锁酒店之一，A酒店能够提供多种 业务，不仅能够提供传统的住宿、餐饮等服务，还能提供娱乐、会议等额外业务。由于该 酒店的营销人员培训体训过于传统，不够完善并且不重视培训效果和培训成果转化，因此 该酒店营销人员的培训体系亟待改善。 本文以培训和胜任力相关理论为基础，描述了A经济型连锁酒店培训体系的现状，通 过问卷调查对酒店的培训体系进行了剖析。在对A经济型连锁酒店营销类岗位职责分析的 基础上，探讨了酒店营销人员岗位职责与胜任力的匹配关系，以及胜任力项目的构成，建 立了营销人员胜任力模型。并基于模型提出酒店营销人员培训的体系优化措施。 本文将胜任力理论应用于酒店人力资源管理工作中，尝试构建了酒店营销人员胜任力 模型，并以此为基础提出A经济型连锁酒店营销人员培训体系的优化措施，以期为A经济 型连锁酒店营销人员的培训提供重要的工具和依据；同时，本文构建的酒店营销人员胜任 力模型可以为酒店行业的营销人员的选拔和培训提供一定的参考和借鉴。 关键词：酒店；员工培训体系；营销人员；胜任力 ABSTRACT Marketingpersonnelplayacrucialroleintherelationshipbetweenhotelsandcustomers.In theprocessofmaintainingtherelationship,marketingpersonneltakeontheroleofdeveloping customers,servingcustomersandrecommendingnewproductstocustomers.Atthesametime, theyalsotakeresponsibleforcollectingfeedbackfromthecustomersandhotelpromting. Therefore,inasense,theabilityofmarketingpersonnelrespresentsthebusinessdevelopmentof thehotel.HotelA(objectofstudy),thebusinessofwhichincludesaccommodation,catering, conferenceandentertainment,hasbecometheleadingchainbrandinChina.Inrecentyears,the hotelbeginstomakeeffortstotrainmarketingemployeeswiththerecognitioofitsimportance, however,thetraditionalmethodsaresimpleandboring,whichpaynoattentiontotheeffectsand thetransformationoftrainingresults.Thus,anoverallandscientifictrainingsystemfor marketingpersonnelneedstobedeveloped. Basedonthetheoryoftrainingandcompetency,thisthesisgivesathoroughlydescriptive summaryofhotelA’strainingpracticebyquestionnairesurey.Accrodingtoanalysisof localizaitonofmarketingpersonnel’spostresponsibilityinhotelA,thispaperdiscussesthe matchingofhotelmarketers’jobresponsibilitiesandcompetency,aswellasthecompositionof competencyprojects.Basedonthismodel,thispaper,furthemore,putsforwardtheoptimization measuresoftrainingsystem,includingconstructionofcompetencymodel,demandanalysis, designandimplementation,methodsandevalutaion. Thispaperappliesthecompetencytheoryintohumanresourcemanagement,triesto establishamodelofmarketingpersonnelcompetency,andputsforwardtheoptimization measuresofmarketingpersonneltrainingsystemforhotelA,includingtrainingorganization setting,trainingplan,trainingleveldivision,andtrainingfeedbackmechanism,etc.Atthesame time,thecompetencymodelprovidesreferencesfortheselectionandtrainingofhotelmarketing personnel. KEYWORDS：Hotel;Employeetrainingsystem;Marketingpersonnel;Competency 1 目录 第一章绪论.............................................................................................................1 第一节选题背景.................................................................................................................1 第二节研究目的与意义.....................................................................................................1 一、研究目的.................................................................................................................1 二、研究意义.................................................................................................................2 第三节国内外研究现状.....................................................................................................2 一、国外研究现状分析.................................................................................................2 二、国内研究现状分析.................................................................................................2 第四节研究内容和研究方法.............................................................................................3 一、研究内容.................................................................................................................3 二、研究方法.................................................................................................................4 第二章基于胜任力模型下培训体系的相关理论...............................................5 第一节培训及其特性概述.................................................................................................5 一、培训的概念界定.....................................................................................................5 二、培训的特性.............................................................................................................5 三、培训系统的定义和组成.........................................................................................6 第二节胜任力及其模型.....................................................................................................6 一、胜任力的概念.........................................................................................................6 二、胜任力模型.............................................................................................................7 第三节基于胜任力模型的培训体系.................................................................................8 一、胜任力模型构建.....................................................................................................9 二、培训需求分析.........................................................................................................9 三、培训设计与实施.....................................................................................................9 四、培训方法选择.........................................................................................................9 五、培训效果评价.......................................................................................................10 第三章A经济型连锁酒店营销人员培训体系现状及存在的问题..................11 2 第一节经济型连锁酒店发展现况...................................................................................11 第二节A经济型连锁酒店概述........................................................................................11 一、酒店简介...............................................................................................................11 二、营销人员概述.......................................................................................................11 三、营销人员数量和结构...........................................................................................13 第三节A经济型连锁酒店营销人员培训概况................................................................14 一、培训结构...............................................................................................................14 二、目前酒店营销人员培训体系...............................................................................15 三、培训制度...............................................................................................................17 第四节A连锁酒店营销人员培训体系现状调查分析....................................................17 一、问卷调查的设计、发放和回收...........................................................................17 二、培训体系现状调查数据分析...............................................................................18 第四章A经济型连锁酒店营销人员胜任力模型的构建..........................20 第一节酒店营销类岗位职责分析...................................................................................20 一、营销人员职责分析方法.......................................................................................20 二、营销人员责分析结果...........................................................................................2