Research On The Construction Of Competence Model Of Digital Marketing Talent

The digital technology such as Big Data and Cloud Computing has been developed rapidly in the digital age,then traditional marketing has gradually shifted to digital marketing,and enterprises are demanding more digital skills for marketing talents.A lot of scholars at home and abroad pay more attention to the cultivation of digital marketing talent,and various colleges have also made reforms,however,according to the data of the China Advertising Association in 2020,nearly 40% of the agents are dissatisfied with the digital marketing talents recruited on campus.Therefore,this paper takes the cultivation of digital marketing talents in marketing major of colleges as the main research object,by analyzing the definition of the demand of employers for marketing talents,a digital marketing talent competence model is constructed to provide direction guidance for the cultivation of digital marketing talents in undergraduate universities.This study adopts a method combined by qualitative and quantitative research.Firstly,through in-depth interview with 9 marketing managers in enterprise we obtained the original text.Then we encoded the original text based on the Grounded Theory and got a preliminary competence model of digital marketing talent:professional ability(marketing professionalism,consumer insight ability,channel operating ability,marketing planning ability),digital ability(basic knowledge of IT and algorithms,scene construction ability,data identification ability,data acquisition ability,data analysis ability),general ability(communication and collaboration ability,learning ability,ability of execution,adaptability,creativity,personal uniqueness and integration,logical thinking,willpower,global judgment)and digital thinking.Then,through the questionnaire survey method,208 questionnaires on the competence model of digital marketing talent were distributed to the marketing-related functional persons of the enterprise,and the preliminary competence model established by the coding analysis was verified and adjusted.The result is that the four dimensions were verified,but the corresponding specific elements need to be adjusted.Finally,the digital marketing talent competence model is shown as follows: professional ability(includes new media interaction ability,consumer insight ability and clout operation ability),digital ability(includes data analysis ability and ability to build digital marketing processes),general ability(includes adaptability and learning ability,data-based forecasting ability)and digital thinking.Through data analysis,it is found that subjects in different industries and positions have a high degree of consensus on this model,but subjects in middle-level positions recognize the importance of general ability more than subjects in basic-level positions.Through in-depth interviews and data collection of people with rich practical experience in marketing,this research builds an empirically supported talent competence model based on the Grounded Theory,which has made progress at the theoretical level to a certain extent;at the same time,this model can provide constructive guidance and opinions to colleges to cultivate high-quality talents,make up for the talent gap.