Research On The Application Of Competency Model In Marketing Job Training For Leisure Agricultural Enterprises In Cold Regions

The shortage of marketing talents in cold leisure agriculture enterprises is an urgent problem to be solved in the field of leisure agriculture.It is difficult for leisure agricultural enterprises in cold regions to introduce marketing talents.It is difficult for them to carry out internal training.Therefore,it is of great practical significance to study the problems.Applying competency model,firstly,through literature research and field visits,two key issues of marketing post training management in cold leisure agricultural enterprises are sorted out.Secondly,through literature research and field visits,six first-level competency indicators,such as marketing post knowledge and skills,27 second-level competency indicators,such as marketing knowledge and common growth attitudes of human and enterprise,were obtained for leisure agriculture enterprises in cold regions.In Inner Mongolia Daxing'anling Agricultural Reclamation Group,58 sub-level managers of leisure agriculture enterprises were selected by using analytic hierarchy process.The cadres conducted questionnaires to solve the key problem of lack of important competency indicators as training basis,and drew the following conclusions: first,the evaluation method of marketing post competency indicators of cold leisure agricultural enterprises;second,in training,marketing knowledge of cold leisure agriculture,cold leisure agricultural knowledge,cold leisure agricultural policy and regulations knowledge,cold leisure agricultural tourist management.Ability,daring to challenge,common growth attitude and psychological quality are seven competency indicators for training.Finally,on the basis of competency model,the existing competency level of marketing staff of leisure agricultural enterprises in cold regions is defined,and the training objectives are determined on the basis of the competency model,with emphasis on the secondary competency index whose weight coefficient is greater than 0.05;the training content is designed according to the competency index characteristics of marketing posts of leisure agricultural enterprises in cold regions;and the internal organization of leisure agricultural enterprises in Daxing'anling reclamation area is standardized.The implementation process of marketing personnel training,the establishment of targeted training assessment system and other safeguards,to solve the key problem of retaining the trained marketing personnel.