The Correlation Research Of Marketing Personnel Competency、 Motivation And Performance

As marketing is a basic function of the enterprise, its importance of the organization’s long-term development is self-evident. Marketing work was restricted by many factors, such as the macro marked environment、economic development、national policy、customer characteristics and microscopic scale、brand strength、and product quality. However, besides the above factors, the particularly important ones are the marketing personnel’s ability and motivation. Nowadays, many enterprises adopt incentive model based on performance. However, marketing work has it own specificity and is influenced by many factors like customer preference、market openness、 work opacity of marketing staff and information asymmetry, which makes the phenomenon of performance distortion occur frequently. Therefore, many companies start to turn its attention to the marketing staffs’competency and hope to recruit outstanding sale members through the way of finding their competency. However, marketing staffs with high competency do not bring high performance in their practical work. This thesis find that motivating factors setting as regulating variable affected the relationship between competency and performance by collecting and analyzing the literature. Therefore, the study take automobile industry marketing staff as the research object and motivation as regulating variable to find the relationship between marketing competency and performance on the basis of competency theory.Thesis mainly adopts the literature and empirical research method,first,the paper expound three theoretical knowledge what include competency theory, performance theory, incentive theory, three theoretical knowledge and the related research achievements of scholars both at home and abroad, and then summarize the progress and the insufficiency of the previous research for propose research purpose, research train of thought、we design the research model and put forward the hypothesis about marketing personnel competency dimensions、the relationship between competency and performance、incentive effect exerted on the relationship between marketing competency and performance; Through interview study and previous research results, we obtain the five dimensions of marketing competence preliminary,then design the questionnaire which combined with relevant maturity scale and field interviews, then hold investigation activities and finally analyze the survey data, using the exploratory factor analysis and structural equation to determine the automobile marketing personnel competency dimensions. The paper use the analysis of variance, correlation analysis and regression analysis to explore the marketing competence, the relationship between incentive strategies and performance, the results of the analysis part to verify the hypothesis of this study, and also get some valuable conclusions..Such as:(1)The conclusions are that marketing competency included five dimensions which are personal skills, personal knowledge, thinking mode, professional quality and team building and the importance of competency in individual variables such as gender, level of education, and age exist significant difference. (2)The correlation analysis find that competency have significant positive effects on performance and different competency dimensions have significantly different effect on different dimensions of performance. Regression analysis find that professionalism, personal skills, thinking mode and individual knowledge are set into the task performance standard regression equation while professional knowledge, personal knowledge and team building are put into the relationship performance standard regression equation. Each dimension of competency is more closely with task performance.(3)The buffer analysis taken to analyze how the incentive strategy affect the relationship between competency and performance and find salary incentive, training incentive and information sharing have an regulated role implemented in the relationship between the partial dimension of marketing competency and performance. For example, the salary incentive has a buffering effect on the personal skills and task performance, professionalism and relation performance while the training incentive exert a buffering effect on the personal skills and relation performance, team building and task performance. The buffering effect between information sharing and thinking mode and task performance is significant at 0.01 level.Finally, conclusions of the paper think that companies use marketing competency model in the recruitment or develop effective incentives to improve marketing personnel performance. The research results have practical guiding significance in using the competency in the recruitment and training for the enterprise, at the end of the paper points out the deficiency of the research and the future research direction.