II 论文题目：A公司销售人员胜任力模型的构建和应用研究 专业：工商管理 硕士生：康高梅子(签名) 导师：裴旭东(签名) 摘要 A公司是一家集医疗器械研发、生产和销售于一体的企业，在行业发展大潮中，其 业务规模与市场份额在不断地扩大。然而，近些年随着业务的快速发展，为应对持续变 化的市场环境和客户需求，公司在极力推动战略转型，从而更好地适应外部环境，在这 过程中，销售队伍在日益壮大的同时也变得很不稳定，销售人员的能力和素质不能满足 企业发展的需要。因此，为解决企业在扩张中面临的销售人员管理问题，本文将胜任力 模型引入到企业的销售人员人力资源管理中，帮助企业打造一支高素质并能很好地适应 公司发展的销售团队。 本文主要研究A公司销售人员胜任力模型的构建与应用。首先，论文介绍了销售人 员对于公司经营管理的重要作用，分析了A公司销售人员队伍的人力资源现状。其次， 本文采用行为事件访谈法（BEI）构建销售人员的胜任力模型，并利用层次分析法计算 胜任力要素的权重。再次，本文在招聘、培训以及绩效考核三个方面分别对胜任力模型 进行了实践应用。最后，本文阐述了将胜任力模型引入销售人员人力资源管理的重要意 义，其能够促进招聘管理由事后管理向事前管理转变，降低了用人风险和成本；确保培 训与开发能与组织的价值观和经营战略挂钩；使得绩效考核兼顾过程和结果，实现销售 人员全面可持续发展；通过胜任力模型对销售人员定期进行评估，能够确保他们顺利地 实现其职业规划，同时保障销售队伍不断地适应公司的发展。 本文基于胜任力模型构建的销售人员管理制度在实际应用过程中，可以帮助A公司 精准高效地找到更适合企业的销售人才，使企业能够有针对性地培养与企业价值观相匹 配的优秀人才，通过更有效、更合理的绩效制度和个性化的职业规划留住优秀人才，提 升企业核心竞争力。 关键词：A公司；销售人员；胜任力；行为事件访谈 研究类型：应用研究 英文摘要 III Subject：StudyonCompetencyModelBuildingandApplicationofSalesPersonnelinA Company Speciality：MBA Name：KangGaomeizi(signature) 1nstructor：PeiXudong(signature) ABSTRACT ACompanyisanenterpriseintegratingresearchanddevelopment,productionandsales ofmedicaldevices.Inthetrendofindustrialdevelopment,itsbusinessscaleandmarketshare areconstantlyexpanding.However,withtherapiddevelopmentofbusinessinrecentyears,in responsetothecontinuouschangeofmarketenvironmentandcustomerdemand,thecompany totrytopromotethestrategictransformation,soastobetteradapttotheexternalenvironment, inthisprocess,thesalesteamingrowingandbecomeveryunstableatthesametime,the capacityandqualityofsalesstaffcan'tmeettheneedsofthedevelopmentofenterprises. Therefore,inordertosolvethesalesstaffmanagementproblemsfacedbyenterprisesinthe expansion,thispaperintroducesthecompetencymodelintothesalesstaffhumanresource managementofenterprisestohelpenterprisesbuildahigh-qualitysalesteamthatcanwell adapttothedevelopmentofthecompany. ThispapermainlystudiestheconstructionandapplicationofAcompany'ssales personnelcompetencymodel.Firstofall,thepaperintroducestheimportantroleofsales personnelinthecompany'smanagement,andanalyzesthecurrentsituationofhuman resourcesofAcompany'ssalesteam.Secondly,thispaperusesBehavioralEventInterview (BEI)toconstructthecompetencymodelofsalespersonnel,andusesAHPtocalculatethe weightofcompetencyelements.Then,thispaperappliesthecompetencymodelinrecruitment, trainingandperformanceappraisal.Finally,thispaperexpoundsthesignificanceof introducingthecompetencymodelintothehumanresourcemanagementofsalespersonnel, whichcanpromotethetransformationofrecruitmentmanagementfrompost-managementto pre-managementandreducetheriskandcostofemployment;Ensurethattrainingand developmentarealignedwiththeorganization'svaluesandbusinessstrategy;Makethe performanceappraisalgiveconsiderationtoboththeprocessandtheresult,andrealizethe comprehensiveandsustainabledevelopmentofsalesstaff.Theregularevaluationofsales personnelthroughthecompetencymodelcanensurethattheysuccessfullyrealizetheircareer planning,andensurethatthesalesforceconstantlyadapttothedevelopmentofthecompany. Salesstaffmanagementsystembasedoncompetencymodelbuildingintheprocessof 英文摘要 IV applicationinthispaper,canhelpAcompanyaccuratelyandefficientlyfindtherightsales talent,andprovidetargetedtrainingtotheexcellenttalentswhohavesamevalues.Besides, throughmoreeffectiveandreasonableperformancesystemandpersonalizedcareerplanning, thecompanycanretainoutstandingtalentsandenhancethecorecompetitivenessofthe enterprise. Keywords:CompanyA;SalesPersonnel;CompetencyModel;BehaviorEventInterview Thesis:Applicationresearch 目录 V 目录 第一章绪论................................................................................................................................1 1.1研究背景...........................................................................................................................1 1.1.1行业背景....................................................................................................................1 1.1.2企业背景....................................................................................................................1 1.2研究目的及意义...............................................................................................................2 1.2.1研究目的....................................................................................................................2 1.2.2研究意义....................................................................................................................3 1.3国内外研究现状...............................................................................................................3 1.3.1国外研究现状............................................................................................................3 1.3.2国内研究现状............................................................................................................5 1.3.3文献述评....................................................................................................................8 1.4研究内容、方法和框架...................................................................................................8 1.4.1研究内容....................................................................................................................8 1.4.2研究方法....................................................................................................................9 1.4.3研究框架....................................................................................................................9 第二章相关概念和理论基础..................................................................................................11 2.1胜任力的概念和特点.....................................................................................................11 2.1.1胜任力的概念..........................................................................................................11 2.1.2胜任力的特点..........................................................................................................11 2.1.3通用胜任力模型.......................................................................................................12 2.2胜任力模型的概念和作用.............................................................................................12 2.2.1胜任力模型的概念..................................................................................................12 2.2.2胜任力模型的作用..................................................................................................13 2.3胜任力模型构建方法和流程.........................................................................................14 2.3.1胜任力模型构建方法..............................................................................................14 2.3.2胜任力模型构建流程..............................................................................................15 第三章A公司销售人员管理的现状和问题..........................................................................17 3.1企业简介.........................................................................................................................17 3.2销售队伍现状.................................................................................................................17 3.3销售人员管理现状....................