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针对忽视网络营销人员胜任力特征研究的现状,以企业发布网络营销招聘广告作为研究样本,采用内容分析方法得出:在基准性胜任特征方面,企业对网络营销人员的学历无高要求,而更为注重从业经历、计算机和销售模式方面的专业知识;在鉴别性胜任特征方面,企业普遍关注网络营销人员的沟通能力、团队协作能力、抗压能力、应变能力和学习能力等,并在深入分析样本的基础上预测网络营销人员胜任力的变化趋势。
In view of the status quo of researching on the characteristics of competency of network marketers, this paper uses the advertisements of network marketing advertisements as the research sample and adopts the content analysis method to draw the conclusion that in the aspect of benchmarking competency, the enterprises have no high requirement on the qualifications of network marketers In order to pay attention to professional experience in the field of experience, computers and sales models, enterprises generally pay attention to the communication skills, teamwork skills, resilience, adaptability and learning ability of network marketers in terms of distinguishing competency, and in-depth analysis Based on the sample forecast network marketers competency changes.