Research On Competency Model Of Chinese Marketing Manager

In the current cultural environment, what kind of competency should a goodmarketing manager have? Starting from this core issue, we build a Chinese marketingmanager competency model, and drew up a Chinese marketing manager competencydictionary using literature review, behavioral event interview, and questionnairesurvey three methods. More details are introduced below.Chapter 1: Introduction. Introduce the background, purpose and significance ofthis paper.Chapter 2: competency theory literature review. A systematic study on theconcept, structure, classification, and research methods of competency have beencarried out. For decades of painstaking research, a wealth of research results havebeen obtained about competency theory, scholars have more and more consensusabout the connotation of the concept of competency; iceberg model of competencyconstructed by American scholar McClelland, deepens our understanding of theconcept of competency, competency is divided into meta competency, generalindustrial competency, intra organizational competency, standard technicalcompetency, technical trade competency and idiosyncratic technical competency,based on industry specificity, firm specificity and task specificity by Nordhaug, Odd;Research methods to build the competency model, such as focus group interviews,key behavioral event interview and questionnaire survey, improved and maturedgradually after large numbers of theoretical and empirical research.Chapter 3: Chinese Marketing Manager Competency Model study design.Research ideas, research tools and data processing methods about this paper areintroduced specifically. 82 Chinese Marketing Manager Competency item wasextracted closely around personality traits, social roles and values, management skills,career skills and knowledge based on literature survey, behavioral event interview Inthis paper firstly. Then Chinese marketing manager competency Model questionnairewas draw up and a survey of 50 domestic marketing management and related jobsstaff was conducted. Finally a single sample T test and factor analysis of survey datawas conducted based on SPSS17.0.Chapter 4: Chinese Marketing Manager Competency Model study results. Afterour research, we believe that Chinese Marketing Manager Competency Model contains four categories of knowledge: knowledge of marketing, management,industry knowledge, product knowledge; five characteristics: organizationcommitment, confidence, tenacity, initiative, achievement desire; four core skills:execution, adaptation and operation ability, decision-making and team managementskills, leadership and channel management capabilities. Finally, we drew up a ChineseMarketing Manager Competency Dictionary around connotation, hierarchy and thetypical behavior of 21 key competencies item.Chapter 5: achievements and shortcomings were introduced in this chapter.Chinese Marketing Manager Competency Model and Competency DictionaryConstructed in our paper enriched the contents of competency theory study, have acertain guiding significance for human resource management practices about Chinesemarketing manager.