Research On The Competency Model Construction And Competency Enhancement Of Digital Advertising Entrepreneurs

At this stage,our country's advertising industry is in a critical period of digital transformation,but a large number of traditional advertising companies are struggling to survive the transformation process.Entrepreneurs,as the core human capital of an enterprise,play a pivotal role in the digital transformation of traditional advertising companies.However,the ability of digital advertising entrepreneurs at this stage is difficult to lead the digital transformation of advertising companies.This is the slow digital transformation of traditional advertising companies.One of the important reasons for the inefficiency of the transformation,this article uses the digital advertising entrepreneurs competency model as a reference basis to try to provide a scientific path for the promotion of digital advertising entrepreneurs' competence.This paper analyzes the environment faced by the digital advertising industry and the competencies that advertising entrepreneurs need to adapt to the environment,and combines the digital transformation of advertising companies on the ability of advertising entrepreneurs to refine the competencies of digital advertising entrepreneurs.Then use factor analysis to determine the competency index system of digital advertising entrepreneurs.On this basis,combine the expert scoring method and the analytic hierarchy process to determine the weights of the primary and secondary indicators to construct a digital advertising entrepreneur competency model.Finally,a training design based on the competency model is selected to serve as a reference for digital advertising entrepreneurs to improve their competence.The study found that in the overall indicators of digital advertising entrepreneurs' competence,indicators that combine the characteristics of the times and the company's context are more important;in the model of digital advertising entrepreneurs' competency,the survey respondents pay more attention to the digital cognition and management of digital advertising entrepreneurs.Management and organizational capabilities,business and strategic decision-making,etc.can reflect the level of business;in the importance of the overall indicators,the survey respondents pay more attention to the leadership and organization of digital advertising entrepreneurs,and whether they can break out of the shackles of traditional management thinking at work,Continuously improve management work methods,rather than whether you can have personal basic literacy that is conducive to digital transformation at work,etc.According to the content of the competency model,select the training method to enhance the capabilities of digital advertising entrepreneurs,determine the "target-oriented" and "competency-based" concepts and the training objectives based on the competency model,and design through the importance and connotation characteristics of each indicator Basic knowledge learning and internal part-time practical training,focusing on cultivating "data utilization and management capabilities","management and organization capabilities",and "business and strategic decision-making capabilities",combined with training evaluations before,during and after training.Enhance the ability of digital advertising entrepreneurs with scientific and systematic training course design.