Research On Construction And Application Of Salesmen Competency Model Of BGY Real Estate Liaoning Regional Co.,LTD.

BGY Real Estate Liaoning Regional Co.,LTD.is a subsidiary of BGY Group in Liaoning province.It has a history of 14 years and its annual sales performance has always been among the best in Liaoning province for many years.In recent years,with more and more real estate developers entering the market of Liaoning province and factors such as limited land share and rising land prices,the competition among main real estate companies has become more and more fierce.To deal with the fierce market competition,BGY Real Estate Liaoning Regional Co.,LTD.actively adjusts its competitive strategy in order to create a marketing team with super combat effectiveness.The marketing department has become an important department of the company and the salesmen become a key position to implement the company’s competitive strategy and improve the company’s profits.Considering that salesmen are responsible for the sales of houses and are in close contact with customers,they play an important role in the development of the company.At present,the company’s recruitment,training,performance management and talent echelon management are still in the traditional personnel management stage,which only pays attention to knowledge and skills and can’t achieve the company’s strategic landing.It is very necessary to improve the human resource management of salesmen on the basis of the company’s competitive strategy.Based on the competitive strategy of BGY Real Estate Liaoning Regional Co.,LTD.,the thesis refined the salesmen competency elements by analyzing the job responsibilities and requirements,and used the methods of literature review and behavioral event interviews to supplement and screen the salesmen competency elements.23 salesmen competency elements were collected finally and used to design a salesmen competency questionnaire,which was distributed to salesmen in the company.A total of 199 questionnaires were reclaimed.Through the use of SPSS,AMOS data analysis software,the thesis built and verified the salesmen competency model with 5 first-level indicators and 23 second-level indicators.The analytic hierarchy process was used to calculate the weight of the first-level and second-level indicators,in order to apply the salesmen competency model to the company’s management practice.The construction of the salesmen competency model plays a positive role in improving the current situation of human resource management practice in BGY Real Estate Liaoning Regional Co.,LTD.and enhancing the core competitiveness of the company’s key position.The salesmen competency model’s application in the company’s recruitment,training,performance appraisal and talent echelon management will not only help to improve the performance and output ability of the company’s salesmen,but also create greater profits for the company.It is more helpful to realize the landing of the company’s competitive strategy.