| Based on the direction of corporate transformation,this paper explores the impact of the competence characteristics of corporate marketing personnel on corporate performance under the influence of psychological contract regulation.Through the literature research and the dynamic mechanism of corporate transformation,the competency model of the transforming company's marketing personnel was proposed,and the transforming manufacturing companies were taken as the survey object.It was verified that the transformation-oriented corporate marketing competency characteristics had a significant positive effect on corporate performance.Among them,the new market development ability,demand discovery ability,and internal and external resource use ability have a positive effect,while the interest relationship processing ability has a negative impact on business performance;psychological contract has a different degree of regulation in the relationship between the two,and The relevant guidance recommendations were put forward for transformation-oriented corporate human resource management.First,the research status of enterprise transformation,competency characteristics of marketing personnel,corporate performance,and psychological contract in domestic and foreign literatures has been sorted out and reviewed.Secondly,according to the literature research and the theory of dynamic mechanism for corporate transformation,we have obtained predictive indicators for the competency characteristics of market transition-oriented marketing personnel,selected enterprises in transition in the manufacturing sector of the Jing-Jin-Ji region to conduct a questionnaire survey,and explored the results of the collection.Analysis;and then select other regions eligible for transition companies to conduct surveys,confirm the factor analysis of the results obtained,and ultimately get the enterprise transformation-oriented marketing staff competency model.And basing on the relevant theoretical basis proposed research hypothesis.Then,it empirically analyzes the relationship between the transformation-oriented marketing staff competency characteristics and corporate performance.Select companies that are undergoing transformation or successful transformation to conduct questionnaire surveys to collect data.Through the AMOS17.0 operational data,the path analysis of the relationship between the competency characteristics of marketers and corporate performance is conducted to verify whether the hypothesis is established;through SPSS21.0,regression analysis method is used to verify whether the marketing staff's psychological contract is in the competitive characteristics.Corporate performance plays a regulatory role.Finally,on the basis of the research conclusions,this paper proposes reasonable suggestions for the specific management objects of the marketing personnel in the transformation enterprises.Based on the competency model,establish a recruitment training system for marketers and continuously improve marketing capabilities.Through the matching matrix of psychological contract and competency features,a special psychological contract constraint for marketers to adapt to transformation is established,and the rapid success of enterprise transformation is finally achieved. |
