胜任特征模型的理论研究和实践被认为是现代人力资源管理的一项重要的基础性
工作,广泛受到人力资源管理等领域专家学者的关注。员工培训作为企业人力资
本增值的主要手段,在为企业创造价值、提升核心竞争力方面越来越发挥出关键
性作用。如何将胜任特征模型应用于企业的培训管理体系,为企业不断提升人力
资本,成为人力资源研究的重点课题之一。

本文主要釆用文献研究法、问卷调查法、行为事件访谈法、专家讨论法等研
究方面,以ZHB公司的营销人员作为研究对象,对ZHB公司营销人员的培训现
状进行了调查分析,找出存在的主要问题,主要包括理念上的误区、培训内容设
计缺乏依据、忽视员工能力素质的幵发、缺乏科学有效的培训评估等;在此基础
上,运用胜任特征模型的相关理论,结合公司的实际情况建立了包含责任感、成
就动机、主动性、自信、沟通能力、影响力、执行力等八项特征要素在内的ZHB
公司营销人员的胜任特征模型;找出了 ZHB公司营销人员整体胜任特征现实水平
与岗位要求水平之间的差距较大的四项要素:责任感、成就动机、沟通能力、执
行力;设计了基于胜任特征模型的ZHB公司营销人员培训体系,进行了营销人员
培训需求分析,制定了培训计划,并且围绕胜任特征能力有针对性的设计了培训
效果评估表,为培训体系的持续改进奠定了科学的基础。

本文的研究过程中,创新性的建立了 ZHB公司营销人员胜任特征模型,并验
证了该胜任特征模型是营销人员取得优秀绩效的关键能力,并根据营销人员整体
胜任特征现实水平与岗位要求水平的差距,有针对性的设计了培训内容和培训效
果评估方案,使培训体系能够真正的提升营销人员的成长。

本文的研究为ZHB公司解决了长期影响影响营销人员成长的培训问题,为公
司人才的培养和储备搭建了一个科学有效的平台,也为公司的人力资源管理工作
奠定了扎实的基础,从而为ZHB公司的长远发展提供了重要的人才保障。

关键词:胜任特征模型;营销人员;培训
ABSTRACT
In the time of intellectual economy, the human capital increasingly grows into the
major component of enterprise&39;s core-competitiveness. All the enterprise are keen to
constantly develop and acquire the human capital, meanwhile they firmly increase the
value of the human capital, which will support the development of enterprise with
pivotal power. The research and practice of Competency Model is acknowledged as a
fundamental and important factor of the modern human resource management, in which
a great deal of professors and researchers are interested. The training for staff serves as
the main course for enterprise&39;s human capital accumulation. And it is playing far more
crucial role in the value-making and core-competitiveness promotion of enterprise. The
research that how to harmonize the Competency Model with the training course and to
accumulate the human capital has been more important for all the enterprise than ever.
The main researching method constitutes document research, questionnaire survey,
personal interview, discussion with insider etc. I take the salesmen of ZHB Company as
the objection of research, analyze the training course of salesmen of ZHB Company,
find out the outstanding problem including the misunderstanding of recognition,
deficiency in the training component set and scientific evaluation of training, ignorant
upon the development of staff all-round ability. Upon the said research of ZHB
Company real situation, I suppose to build up the Competency model for the marketing
staff of ZHB Company, which should include eight major factors, sensibility of
obligation,motivation of achievement, initiative,confidence,intercommunication
ability,influence power, implementation capacity etc. And I issue out four factors which
represent the major inadequacy between the Competency Model of salesmen of ZHB
Company and the realistic requirement of the post, sensibility of obligation,motivation
of achievement, intercommunication ability and implementation capacity. I redesign the
training course based on the Competency Model of salesmen of ZHB Company, which
constitutes the analyze of training requirement, the plan for training course, and
moreover design the evaluation sheet of training course. All the research plays a
fundamental role in the increasing amelioration of training system.
During the research program, I innovatively create the Competency Model of
ZHB Company, testify that the said model is the key of the excellent performance.
Based on the inadequacy between the Competency Model and the realistic requirement
of post,I deliberately design the trmning component and the evaluation of training
course, which will indeed enhance and promote the development of the salesmen.
This paper aim at resolving the training course for salesmen of ZHB Company,
which build up a scientific platform for the Company&39;s human resource accumulation
and benefit the HR management in future, and finally provide the sufficient human
resource for the Company&39;s long-term development.
Keywords: Competency Model,Salesman, Training Course
第1章绪论
1.1选题背景
随着当今社会人才竞争的円趋激烈,企业的发展越来越依赖于人才的数量和
质量,因而,在企业的人力资源管理中,员工的培训与发展工作的重要程度也得
到了前所未有发展和提高。越来越多的企业逐渐开始积极研究探索有效的人才培
养方式和方法,在很多大型跨国企业中,不但设立了专门的培训发展部门,而且
还有很多企业都建立了自己的企业内部大学,比如GE公司的克劳顿维尔学院、摩
托罗拉大学、惠普商学院、华为大学、联想大学、海尔大学等等。GE公司设有独
立于其他部门的韦尔奇领导力发展中心,直接归属于GE总裁,其业务在不断向全
球扩展;摩托罗拉大学中国区校长认为其大学不仅仅是一个单纯的培训部门,更
是一个对公司战略实施起到促进作用的机构。在企业的发展历程中,人才的培训
与发展的重要性,已经越来越受到从企业高管到人力资源部门的重视。

虽然培训工作受到了越来越多的重视,然而企业在实际的运营管理中,并没
有根据自身的经营特点和培训需求进行量身定做,而仅仅是按照传统的培训套路
进行,没有建立科学合理的培训管理体系,导致培训效果很难达到预期的目的。

ZHB公司同样面临这样的问题,ZHB公司是一家以医疗耗材生产、营销为主的企
业,这一行业的特点是:营销队伍学历水平、综合能力较高,企业营销能力建设
对于企业的发展具有关键性的作用。通过培训培养,提高营销人员的忠诚度、综
合素质和业务能力,并留住优秀人才,是ZHB公司进一步发展所必须要考虑的关
键因素。

近年来,随着西方先进管理理论和实践经验的引进,胜任素质模型已经TT始
逐渐成为国内人力资源管理领域的热门话题,很多企业纷纷与管理咨询公司合作
开展建立适合本公司胜任素质模型。胜任素质模型是根据企业中不同的岗位,将
要求的各项胜任素质进行组合。它的基本原理是通过识别优秀员工与一般员工在
动机、特质、自我认知、社会角色、技能、知识等方面的差异,建立标准的岗位
胜任特征模型。胜任素质模型在企业的人力资源管理活动中具有基础性、决定性
的作用,它可以为人力资源管理领域各个模块的管理提供了有力的依据。但是在