科龙集团营销人员素质管理体系设计与研究-工商管理专业毕业论文.docxVIP

科龙集团营销人员素质管理体系设计与研究摘要 科龙集团营销人员素质管理体系设计与研究 摘要 自2(1世纪80年代以来，经济全球化的步伐越来越快，在这种残酷的竞争中，我 国家电企业要想在竞争中取得优势，必须加强对营销人员的管理，本文就是再探索一 条有效的营销人员素质管理体系和方法。提高企业的营销人才的核心竞争力。 本文以科龙集团为例，首先通过深入分析科龙集团营销公司营销人员素质管理的 现状，发现科龙集团营销分公司营销人员素质管理体系存在以下问题：缺乏制度化的 管理体系、素质测评手段和方法不科学，导致了管理效能和绩效的低下。 借鉴已有研究成果，根据科龙集团的实际情况，在建模和抽样调查的基础上，按 照从素质因素到素质、再到测评的整体思路，我们设计了科龙集团营销人员素质管理 体系改进方案，首先对营销人员所需素质进行了定位，高绩效的营销人员需要具备韧 性、冒险、责任感等32项素质因素，结合科龙严谨求实的企业文化，发现专业知识、 规范管理、概念性思维、人力资源管理都直接影响营销人员的绩效。本文所构建的科 龙集团营销人员素质测评方案，切实保证了营销人员的报酬、晋升、调动、培训开发、 激励、辞退的科学性。 素质测评方案，还需要根据实际情况的变化，需要管理者的辅导和帮助，爿‘能实 现绩效目标。营销人员素质管理体系实旌后，将大大促进了员工和组织业绩的提升。 关键词： 科龙集团；营销人员；素质管理；素质模型；素质测评 The The particular analysis of the actuality in diathesis management of marketing people in KELON Abstract With the growing of the Globalization．the competition between the companies has become more and more fierce．To win in this fierce competition．its necessary for companies to streEI垂hen the management of their marketing peoples，then build up a effective system and method of their diathesis management．This system of management will enhance their core competence． This paper takes KELoN for example．Based on the application of diathesis management，this paper first makes a particular analysis of the actuality in diathesis management of their marketing people，through which we have found some problems in their marketing company：lack of systematized management and improper measures of diathesis assessment．A1l of血e weakness resulted in bad performance ofmanagement． Based on study and according to the actual status of KELON．we have designed a improvement project for the diathesis management ofmarketing people in KELON．Firstly we have analyzed the diathesis that iS needed for marketing people．t11en we have brought forward 32 factors of the marketing people’S diathesis．Secondly,integrating with the company’S culture，we have got some conclusions that the knowledge of specialty、the criterion of management、the notional thinking and the human resource management will effect the perf