A 传媒公司主播培训体系优化研究
作者姓名 : 邓明明
导师姓名 : 惠青山 教授
学科（专业）或领域名称 : 工商管理
论 文 答 辩 年月: 2022 年 5 月
分类号： 学校代号：11845
UDC：密级：学 号：2111908203
广东工业大学硕士学位论文
（工商管理硕士）
A 传媒公司主播培训体系优化研究
邓明明
导 师 姓 名 （ 职 称 ） :惠青山 教授
何晓娟 注册会计师
学科( 专业) 或 领 域 名 称 :工商管理
学 生 所 属 学 院 :管理学院
答辩委员会主席 :祁明德 教授
论 文 答 辩 日 期 : 2022 年 5 月 23 日
A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
(Master of Business Administration)
Research on the optimization of the anchor training system of
A media company
Candidate: Deng Mingming
Supervisor: Prof. Hui Qingshan
May 2022
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510520
摘要
摘要
对于开展网红经纪相关业务的传媒公司，主播艺人是其核心人力资源。如何建立
完善的培训体系，针对主播员工进行培训，使其成长为业务精湛、胜任主播岗位、能够
实现流量变现的网红主播，是传媒公司运营的重要任务。
论文以 A 传媒公司为例，通过理论与实践相结合的方式，从六个部分探讨了A 传
媒公司的主播胜任力素质及胜任力为出发点的主播培训体系优化。第一章为绪论，该
部分内容主要介绍了此次课题研究的背景、研究意义、研究目的和主要内容，选定研究
方法以及技术路线；第二章为理论综述，对胜任力理论的概念及其概念界定进行论述，
介绍了胜任力模型的构建，综述了胜任力模型在主播员工培训中的应用；第三章为 A
传媒公司主播员工培训体系现状与分析，从培训制度、培训内容、培训资源和培训方式
等层面分析目前培训体系现存在的不足，对该公司现阶段培训体系运行过程中暴露出
的具体问题进行梳理分析，明确具体原因，为后续研究指明方向；第四章构建了企业主
播员工胜任力模型，运用文献法、问卷调查法、德尔菲法获取到６项胜任素质，对主播
员工的岗位胜任力要素进行提取，构建了胜任力模型；第五章根据胜任力模型的要求，
对 A 公司开展培训需求进行全面且系统的剖析，在明确该公司主播员工培训体系问题
的基础上，对问题成因进行研判，从完善培训需求分析、完善培训计划流程、完善培训
实施流程、采取多样化培训方式、建立培训评估机制等角度，提出了A 传媒公司主播
培训体系的优化策略和保障措施，讨论可行性；第六章为总结和展望，对论文研究进行
总结并陈述主播培训体系优化方面有待深入探究的方向。
论文通过把员工胜任力模型引入到主播培训体系中，建立以政治素质和职业素养、
创新学习能力、个人特质、业务能力、团队合作能力作为培训关键因素的主播培训体
系，完善培训组织体系、培训流程体系和培训保障体系，提升主播培训的针对性和有效
性，助力 A 传媒公司的平稳健康发展。
关键词：主播员工；培训体系；胜任力模型；体系优化
I
广东工业大学硕士专业学位论文
Abstract
For media companies that carry out online celebrity brokerage-related businesses, anchor
artists are their core resources. How to establish a complete training system, train the anchors,
and make them grow into internet celebrity anchors with superb business skills, competent
anchor positions, and the ability to realize traffic monetization, is an important task for the
operation of media companies.
Taking A media company as an example, the dissertation discusses the anchor training
system optimization of A media company;s anchor competency quality and competency as the
starting point from six parts through the combination of theory and practice. The first chapter
is the introduction, which expounds the research background, research significance, research
purpose and main content of the thesis, and selects the research ideas, methods and routes. The
second chapter is the theoretical overview, which discusses the concept of competency theory
and its definition, introduces the construction of competency model, and summarizes the
application of competency model in employee training. The third chapter is the current
situation and analysis of the anchor staff training system of A media company. It analyzes the
existing deficiencies of the current training system from the aspects of training system, training
content, training resources and training methods, and determines the specific problems in the
current training system. Then carry out a cause analysis. The fourth chapter builds the
competency model of the anchor staff of A media company, using the literature method, the
questionnaire survey method and the Delphi method to obtain 6 competencies, and
scientifically and reasonably determine and build the competency model. The fifth chapter
analyzes the training needs based on the competency model, combined with the problems of
training diagnosis, from the perspectives of analyzing the needs of the training system,
improving the training planning process, improving the training implementation process,
adopting a variety of training methods, and establishing a training evaluation mechanism. The
optimization strategy and safeguard measures of the anchor training system of A media
company, discuss the feasibility. The sixth chapter is the conclusion and outlook, which
summarizes the research of the thesis and states the findings in the research process of the
optimization of the anchor training system and the problems to be further studied.
By introducing the employee competency model into the anchor training system, the
dissertation establishes an anchor training system with political quality and professional
II