| With the development of market economy, the direct marketing industry in the world getsthe rapid development. November,2001, When China joined the World Trade Organization,in signing the protocol, for the stipulation of “no fixed location of wholesale or retailservices†in three years, making the promise of cancel the "market access limitation" and"national treatment limitation" and enacting pledges that measure up to Chinese specificcommitments as well as the regulations that Chinese obligatory and no fixed location salesunder the GATS. With the Zhejiang University opened the new department of directmarketing and Nanjing University established the direct marketing centre,direct marketingbecomes a popular subject in China gradually. With the rapid development of direct marketingand the increasing numbers of direct sellers, improving the direct sellers’ ability and creatinghigh-quality direct marketing team have become pressing problem in this industry.This paper starts from the reality, regarding the direct sellers as the object by DocumentAnalysis, Behavioral Event Interview, Questionnaire Method, etc. It mainly researched aboutthe direct sellers’ post characteristics and job content, investigating and studying the capacityand quality that the direct sellers should get by the numbers. By this way, constructing thedirect sellers’ qualified competence model in order to provide reference for the training ofoutstanding direct sellers, force to promote the self-growth of direct sellers, provide standardfor the training and qualification of direct sellers, and promote the direct marketing industrydevelopment ultimately. The main conclusions of this study are as follows:(A) Construct the direct sellers’ qualified competence model. The core and the target ofthis study are to construct the direct sellers’ qualified competence model. Around the directsellers’ post characteristics and job content, investigating and studying the capacity andquality that the direct sellers should get by the numbers through Document Analysis,Behavioral Event Interview, Questionnaire Method, and constructing the direct sellers’qualified competence model ultimately, which includes relationship building, professionalknowledge, leadership, positive attitude, personality characteristics, volitional quality,achievement-oriented, such as seven competency indicators, and they contain a total of34indicators of competence.(B) Compiled the " Direct sales personnel competency indicators questionnaire". After the Documentations analysis and behavior event interview, getting the data which was used tocompile the " Direct sales personnel competency indicators questionnaire", which had used todo the questionnaire surveys on259direct sellers. End of the investigation, using thestatistical software SPSS17.0, analyzing the exploratory factors according to the data from thequestionnaires, getting7common factors and the questionnaires have been proved the higherreliability and validity by examined.(C) Discuss the adhibition of direct-sellers competence model in human resourcemanagement. According to the direct-sellers competence model, the study discusses the use inthe domain of HRM about the direct sellers’ selection and training, and makes correspondingsuggestions, which has certain reality significance in improving the direct sellers’ ability andbuilding the high-qualified direct sellers team. |
