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摘要
随着经济全球化的到来，欧亿·体育（中国）有限公司间、企业间的竞争日益激烈，企业间的竞争是实力与
资源的竞争，归根到底是人才的竞争。近年来，房地产欧亿·体育（中国）有限公司发展迅速，营销人员作为房
地产企业的中坚力量，其素质的高低及企业对营销人员的管理都直接影响到企业生产经
营的好坏和战略目标的实现与否。

而目前多数企业对营销人员的管理存在人岗匹配度低等多方面问题，胜任特征模型
的诞生则为解决这些问题提供了一个很好地解决办法。本文选择BGY 集团营销人员为研
究对象，探索了BGY 集团营销人员的胜任特征模型，并对已构建的胜任特征模型在实践
中的应用进行了研究，以期借此提高营销人员的人岗匹配度，支撑企业战略目标的实现。

本文首先介绍了胜任特征和胜任特征模型的相关概念及理论基础，阐述了胜任特征
模型的构建方法、构建流程及其应用；其次，对BGY 集团及其营销人员概况进行了介绍，
对 BGY 集团因缺失胜任特征模型导致的问题进行了分析，证实了构建营销人员胜任特征
模型的必要性和重要性；其三，通过行为事件访谈法获取BGY 集团营销人员的初始胜任
特征，根据初始胜任特征编制调查问卷，运用SPSS19.0 统计工具对问卷数据进行探索性
因子分析和项目分析，最终得到 BGY 集团营销人员的胜任特征模型，由 12 个胜任特征
要素构成。最后，对胜任特征模型在人力资源管理的招聘选拔、员工培训、绩效考核、
薪酬管理和职业生涯规划五个模块中的应用进行了分析，指出其在应用中存在的问题，
包括管理者认识上的局限性、相应的配套机制不健全以及资源、时间上的局限性，并针
对问题提出了解决对策。

关键词：胜任特征模型，BGY 集团，营销人员，人力资源管理Research on Competency Model of Marketing Personnel in Industry
—— With BGY Group as an Example
Abstract
With the arrival of economic globalization, the competition between enterprises and
industry is increasingly fierce. Enterprises competition is the competition between power and
resources, in the final analysis is the talent competition. In recent years, the real estate industry
has developed rapidly, marketing personnel as the backbone of the real estate enterprises, the
quality and enterprise management of the marketing personnel are directly affect the quality of
enterprise production and the realization of strategic goals.
Now, there are some problems exist in enterprise management of the marketing personnel,
such as the fuzzy assessment standard and imperfect compensation management system. The
birth of competencies model provides a good solution to solve these problems. This paper
chooses marketing personnel in the BGY Group as the research object, explores the
competencies model of marketing personnel, and studies application in practice of the
competencies model, in order to improve person-post matching and support the enterprise
strategic targets' realization.
This paper firstly introduces the related concepts of competencies model and theoretical
basis, expounds the construction method and application of competencies model; Secondly, the
situation of BGY Group and marketing personnel who worked in BGY Group are introduced,
the problems caused by lack of competence characteristics model was analyzed, and confirmed
the necessity and importance of competencies model construction for marketing personnel.
Thirdly, through the key actions event method to obtain initial BGY Group marketing personnel
competence characteristics and initial competence characteristics according to the questionnaire,
using the method, such as, documentary method, export opinion, questionnaire method and
factor analysis method, to build the competencies model with the aid of SPSS19.0, the
competencies model of marketing personnel consists of 12 competencies elements from four
dimensions, personal traits, integration ability, professional development force and
comprehensive knowledge . Finally, analyzes the application of the competencies model in