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MBA毕业论文_于胜任力模型的互联网金融企业营销人员培训体系研究-以DH公司为例PDF

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随着国内互联网金融产业的兴起,人才资源日益成为网络金融企业之间竞争的焦点。由于 营销人员的绩效是企业绩效的关键因素之一,提高营销人员的胜任力对企业来说变得非常重要。 因此,需要为营销人员提供有效的科学培训计划,以提高他们的胜任力。 由于缺乏对互联网金融行业营销人员能力培训的研究,本文决定以互联网金融企业DH公 司为例,以公司营销人员为研究对象,调查他们的知识技能与能力水平,总结并构建公司营销 人员胜任力模型的关键要素,并在此基础上尝试建立适合公司的培训体系。 本文将首先回顾关于胜任力和胜任力模型的相关研究,以构建对当前学术界关于这一主题 的研究趋势的理解。之后,将根据DH公司营销人员的岗位特征构建胜任力模型,并考虑公司 的实际人员配置情况。最后,根据先前研究构建的营销人员胜任力模型,对培训系统进行分析 和重新设计。营销人员培训体系的研究将通过三个方面进行:培训需求分析、培训课程设计和 培训效果评估。为了找出营销人员的现状和未来目标之间的差距,本文将通过计算权重值的因 子得分来分析营销人员的培训需求,然后使用雷达图直观地展示,以找出营销人员与绩效卓越 水平之间的差异,包括整体差距和要素细分。在培训课程设计方面,本文将能力培训分为三个 方面:知识、技能和态度。在培训评估方面,本文将从四个方面着手,包括培训课程、个人绩 效、员工行为和组织绩效。 总体而言,本文从理论和实证两个方面为DH公司营销人员培训体系的建立提供了参考, 有利于公司内部培训过程的标准化。它是科学的、可操作的和可实现的,因此它可以为标记人 员的培训提供一定的技术支持,同时有助于建立适合其他互联网金融企业的基于能力的培训体 系。 关键词:胜任力胜任力模型互联网金融营销人员培训体系 基于胜任力模型的互联网金融企业营销人员培训体系研究——以DH公司为例 II ABSTRACT Withtheriseofthedomesticonlinefinanceindustry,talentresourcehasincreasinglybecoming thefocusofthecompetitionbetweenonlinefinanceenterprises.Astheperformanceofmarketing personnelsbeingoneofthekeyfactorsunderenterpriseperformance,improvingthecompetenceof marketingpersonnelshasbecomeveryimportantfortheenterprises.Thus,itwouldrequireeffective scientifctrainingprogramstobemadeavailableforthemarketingpersonnelsinordertoimprove theircompetence. Duetothelackofresearchonthetopicofcompetencetrainingforthemarketingpersonnels withintheonlinefinanceindustry,thispaperdecidestousetheDHcompanyasacasestudy.Taking themarketingpersonnelsinthecompanyasresearchobjects,thispaperwillinvestigatestheir competenceandsumsupthekeyelementstoconstructthecompetencymodelforthemarketing personnelsinthecompany,thenattemptstoestablishatrainingsystemsuitableforthecompanyon thisbasis. Thispaperwillfirstlookupontherelevantresearchesoncompetenceandcompetencymodelsto constructanunderstandingonthecurrenttrendofresearchonthistopicintheacademicworld.After that,acompetencymodelwouldbeconstructedbasedonthepostcharacteristicsofmarketing personnelsintheDHcompany,withstaffingsituationalsotakenintoconsideration.Finally,an analysisandredesignofthetrainingsystemwouldbeprocessedaccordingtothemarketing personnels'competencymodelwhichwasconstructedfrompriorstudies.Thestudyofthetraining systemforthemarketingpersonnelswouldbeperformedthroughthreeaspects:thetrainingdemand analysis,thetrainingcoursedesign,andthetrainingeffectevaluation.Inordertofindthegap betweenthecurrentsituationandfuturegoalofmarketingpersonnels,thispaperwouldanalyzesthe trainingneedsofthecompanybycalculatingthefactorscorewithweightvalue,andthenusingradar maptoexplainthesituationintuitivelyinordertofigureoutthedifferenceamongthemarketing personnels,includingtheoverallgapandthesubdivisionoftheelements.Intheaspectoftraining coursedesign,thispaperdividescompetencytrainingintothreeaspects:knowledge,skill,andattitude. Intermoftrainingevaluation,thispaperwilltakefouraspects,includingtrainingcourse,individual performance,employeebehavior,andorganizationalperformance. Overall,thispaperprovidesareferencefortheestablishmentofDHcompany'smarketing personneltrainingsystemfromboththetheoreticalandempiricalaspects,whichisconducivetothe 南京航空航天大学硕士学位论文 III standardizationoftrainingprocesswithinthecompany.Itisscientific,operational,andrealizable, thusitcanprovidescertaintechinicalsupportforthetrainingofmarkingpersonnels,whilecontributes totheestablishmentofcompetency-basedtrainingsystemthatisalsosuitableforotheronline financingenterprises. Keywords:competence,competencymodel,marketingpersonnels,training 南京航空航天大学硕士学位论文 V 目录 第一章绪论............................................................................................................................................1 1.1研究背景......................................................................................................................................1 1.1.1互联网金融行业迅速崛起...................................................................................................1 1.1.2行业对专业从业人员的需求日益增长...............................................................................1 1.1.3现有培训体系在DH集团的实际使用中出现问题............................................................2 1.2研究意义......................................................................................................................................4 1.2.1实践意义................................................................................................................................4 1.2.2理论意义................................................................................................................................4 1.3研究方法......................................................................................................................................5 1.4本文的创新之处..........................................................................................................................6 第二章相关理论与研究综述................................................................................................................7 2.1胜任力及胜任力模型相关理论..................................................................................................7 2.1.1胜任力及胜任力模型的概念...............................................................................................7 2.1.2胜任力模型的构建方法.....................................................................................................10 2.2员工培训理论综述....................................................................................................................12 2.2.1培训理论的发展.................................................................................................................12 2.2.2主要培训理论.....................................................................................................................13 2.2.3针对营销人员的培训理论研究.........................................................................................15 2.3胜任力及胜任力模型理论对员工培训体系构建的作用........................................................16 2.4本章小结....................................................................................................................................16 第三章DH公司员工培训模型的构建...............................................................................................18 3.1DH集团和DH公司简介...........................................................................................................18 3.2DH公司需求的人才分析...........................................................................................................20 3.3DH公司营销人员培训现状分析...............................................................................................24 3.4营销人员胜任力模型构造创建................................................................................................25 3.4.1营销人员职责分析.............................................................................................................25 3.4.2模型假设.............................................................................................................................26 3.4.3建立胜任力模型..................................................................................................................27 3.4.4营销人员胜任力指标权重............