基于胜任力模型的 DP 公司营销人员培训体系研究 随着我国经济的快速发展，企业形态已由最初的劳动密集型逐渐向知识密集型转 变，人才已成为企业的核心竞争力，人力资源开发也得到了越来越多企业的重视。由 西方引进的胜任力理论研究和实践已经成为现代人力资源管理的重要组成部分，培训 作为人力资源管理的六大模块之一，在为企业人力资本升值、提高企业核心竞争力方 面发挥着越来越重要的作用。如何将胜任力模型和培训体系建设有机联系起来是目前 人力资源研究的重要方向之一。 DP 公司成立于 1972 年，历经 48 年发展目前已成为陶瓷行业前三甲。但是从 2017 年后随着房地产市场热度逐渐回落以及中美贸易战升级带来的大环境问题，整体市场 下行，如何提高营销人员综合素质及业务能力是公司目前需要迫切解决的问题之一。 本文以 DP 公司营销团队作为研究对象，通过文献综述深入研究了胜任力和培训相 关理论，为后续研究提供了理论基础；通过问卷调查及访谈对 DP 公司营销人员培训现 状进行了分析，并找出了主要问题和存在原因；运用行为事件访谈法对绩优人员和普 通人员进行了访谈并结合前期理论构建了 DP 公司营销人员胜任力模型，在此基础上结 合 DP 公司实际情况对培训体系进行了优化设计，包括对培训讲师体系、培训课程体系、 培训制度体系、培训流程体系、培训平台体系进行了系统的改善。同时从领导理念、 企业文化、组织架构、资源支撑四个方面对培训体系实施保障进行了阐述。 基于胜任力模型的培训体系建设为DP公司营销人员培训培养提供了一整套解决方 案，这对公司打造高素质营销团队起到至关重要的作用。同时胜任力模型的构建也为 公司人力资源管理其他模块提供了科学有效的理论基础，为公司打造百年企业战略提 供了重要的人才支持与保障。 关键词： 胜任力模型，培训体系，营销人员III Abstract Research on Training System of the Marketing Personnel of DPBased on Competency Model With the rapid development of China’s economy, the enterprise form has gradually changed from labor-intensive to knowledge-intensive. Meanwhile, talent-ed employees have become the core competitiveness of enterprises, so the development of human resources has been paid more and more attention to. The theoretical research of competency introduced by the West and its practice have become an important part of modern human resource management. As one of the six modules of human resource management, staff training is playing an increasingly important role in strengthening the human capital of enterprises and enhancing their core competitiveness. How to link competency model and training system organically is one of the important research areas of human resource management. DP company , which was founded in 1972, has become the top three of ceramic industry up to now after 48 years. But since 2017, because of the soft market circumstance caused by the depression of the real estate industry and the upgrade of the Us-China trade war, the ceramic industry has been experiencing the impact of the overall market downturn. How to improve the comprehensive quality and professional proficiency of marketing personnel is now one of the big problems in DP company that needs to be solved. The thesis takes the marketing team of DP company as the research object. The chapter of literature review , which deeply studies relevant competency and staff training theory, provides a synoptical theory foundation for the follow-up research. The present situation of marketing personnel training in DP company is analyzed through questionnaires and behavior event interview, and then the main problems and their causes appear. The marketing personnel competency model for DP company is constructed by interviewing the outstanding personnel and the ordinary personnel under the theory of behavior event interview together with the prophase theory. On this basis, the training system is optimized and designed according to the actual situation of DP company, including the systematic improvement of the training lecturer system, training course system, training system, training process system and training platform system. On this basis, the training system is optimized and designed according to the actual situation of DP company, including the systematic improvement of the training lecturer system, training course system, training system, training process system and training platform system. At the same time, from the four aspects ofIV leadership concept, corporate culture, organizational structure, resource support, the implementation of the training system is described. The training system constructed on the basis of competency model provides comprehensive solutions for the training of marketing personnel in DP company, which plays a vital role in building high-quality marketing team. At the same time, the construction of competency model provides a scientific and effective theoretical basis for other modules of human resource management, and also provides important talent support and guarantee for DP’s 100-year strategy. Keywords: Competency model, Training system, Marketing personnelV 目 录 第 1 章 绪论.......................................................................................................1 1.1 研究背景...................................................................................................1 1.2 研究意义...................................................................................................2 1.3 研究方法...................................................................................................3 1.4 主要研究内容及论文框架...................................................................... 4 第 2 章 相关理论基础.......................................................................................6 2.1 培训理论...................................................................................................6 2.1.1 培训的概念及发展阶段....................................................................6 2.1.2 成人学习理论.....................................................................................9 2.1.3 培训体系概述.....................................................................................9 2.2 胜任力理论.............................................................................................11 2.2.1 胜任力概念及发展阶段.................................................................. 11 2.2.2 胜任力模型定义及构建方法..........................................................14 第 3 章 DP 公司营销人员培训体系现状分析..............................................16 3.1 DP 公司及其营销人员概况..................................................................16 3.1.1 DP 公司概况.................................................................................... 16 3.1.2 DP 公司营销人员概况....................................................................16 3.2 DP 公司营销人员培训流程体系现状概述..........................................18 3.3 DP 公司营销人员培训体系现状问卷调研..........................................19 3.3.1 调研问卷内容设计.......................................................................... 19 3.3.2 调研问卷发放与回收...................................................................... 19 3.3.3 调研数据统计及分析...................................................................... 19 3.4 DP 公司营销人员培训体系存在的问题..............................................25VI 3.4.1 培训组织架构设置不合理..............................................................26 3.4.2 培训制度不健全.............................................................................. 26 3.4.3 培训讲师数量不足且能力待提升..................................................26 3.4.4 培训课程内容实用性不强且不成体系..........................................27 3.4.5 培训流程体系与业务不匹配..........................................................27 3.4.6 培训平台运营较弱.......................................................................... 28 第 4 章 DP 公司营销人员胜任力模型构建..................................................30 4.1 DP 公司营销人员胜任力模型构建基础..............................................30 4.2 DP 公司营销人员胜任力模型构建数据收集及整理..........................31 4.2.1 DP 公司营销人员工作岗位分析....................................................