学校代码：10378 密级：
分类号：
硕士学位论文
基于胜任力模型的 DC 公司
置业顾问培训体系优化研究
学 号： 3202000851
学生姓名：刘奕君
学位类别：硕士
专业名称：工商管理
研究方向：人力资源管理
导师姓名：陈勇
二○二三年一月
1School code ：10378Security：
Classification：
Researchon the optimizationof DC
Property Consultanttraining system
based on competency model
Student ID：3202000851
Name：Yijun Liu
Degree category： Master;s Degree student
The professional name：Business administration
Research direction ：The human resources
Tutor’s name：Yong Chen
January, 2023
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论文作者（签名）： 2022 年 12 月 20 日
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作者签名：2022 年 12 月 20 日
1 基于胜任力模型的 DC 公司置业顾问培训体系优化研究
摘要
伴随宏观经济的不断冲击，中国楼市看似繁荣，实则实际增速和成交量都逐年下
降。尤其是消费主力军的年轻化，买房不再是每个家庭的刚需，产品“同质化”现象
也日益加重。在越来越激烈的销售竞争下，置业顾问这一职业应运而生。他们作为买
方和卖方需求的沟通人，不仅要把房产信息详细准确的告知买方，还要深度挖掘买方
的真实需求，精准的向其推送信息，从而达成买卖双方的协议，达到双赢或者多赢。
因此，职业顾问的能力高低极大的决定了交易是否成功，提高职业顾问的能力素质也
是房地产销售中的重要一环。
本文以 DC 公司为例，将通过企业组织、岗位人员、任务特点三个方面构建胜任
力模型。首先文献综述法广泛搜集整理相似房地产公司置业顾问的胜任力要素，并总
结异同之处；同时为了更好地契合该公司的发展战略和企业文化，实地访谈销售部门
中高管理层人员及认可企业文化、经验丰富的顶尖置业顾问，初步提取该公司置业顾
问的胜任力特征,请专家及公司高层管理者验证胜任特征选取的合理性，最终完成DC
公司置业顾问的岗位胜任力模型。模型构建完毕后，在该公司置业顾问中发放培训现
状及满意度调查问卷，并对照模型对 DC 商业公司置业顾问现状进行分析，分析现有
培训体系的不足。最后，基于该模型分析下有针对性的对该企业置业顾问培训体系在
制度方面、课程层面、操作方法等角度提出具体优化方案，并对优化后的培训体系的
实施提出进一步的保障措施。并以期本案例研究，对该公司或相关房地产公司的培训
方案提供有益借鉴。
关键词：置业顾问；胜任力模型；培训
1 基于胜任力模型的 DC 公司置业顾问培训体系优化研究
ABSTRACT
With the market under pressure from macroeconomic influences, although the
Chinese real estate market is thriving on the surface, the actual growth rate and transaction
volume have been declining year by year. In particular, the main force of consumption is
younger, buying a house is no longer the rigid needs of every family, and the phenomenon
of product "homogenization" is also increasingly aggravated. Under the more and more
fierce sales competition, the occupation of property consultant arises at the historic
moment. As the communicators of the needs of buyers and sellers, they should not only
inform the buyers of the real estate information in detail and accurately, but also dig the
real needs of buyers in depth and accurately push information to them, so as to reach an
agreement between buyers and sellers and achieve win-win or multi-win. Therefore, the
ability of career counselors greatly determines whether the transaction is successful, and
improving the ability and quality of career counselors is also an important part of real
estate sales.
Taking DC Company as an example, this paper will build a competency model from
three aspects: enterprise organization, post personnel and task characteristics. Firstly, the
literature review method extensively collects and sorts out the competency elements of
property consultants of similar real estate companies, and summarizes the similarities and
differences. At the same time, in order to better fit the development strategy and corporate
culture of the company, we conducted field interviews with senior management personnel
of the sales department and experienced top real estate consultants who recognized the
corporate culture to preliminarily extract the competency characteristics of the company;s
real estate consultants, and invited experts and senior managers of the company to verify
the rationality of the selection of competency characteristics. Finally completed DC
company property consultant post competency model. After the construction of the model,
the training status and satisfaction questionnaire were distributed to the real estate
consultants of the company, and the current situation of the real estate consultants of DC
commercial company was analyzed against the model, and the deficiencies of the existing
training system were analyzed. Finally, based on the analysis of the model, the specific
optimization scheme is put forward for the enterprise real estate consultant training system
from the aspects of system, course level, operation method and so on, and further
safeguard measures are put forward for the implementation of the optimized training
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