广告从业人员的胜任力特征研究

广告从业人员的胜任力特征研究
【中文摘要】自从胜任力概念由美国学者麦克利兰（McClelland,1973）提出后，受到了国内外专家学者的广泛关注，并对多个职业类群的胜任特征进行了大量探索和研究。本研究以南京银都广告公司从业人员为访谈对象，在梳理相关理论和文献的基础上，结合当今广告行业的特殊性，初步建立了广告从业人员胜任力特征模型，对模型中的“知识特征”、“专业技能”、“意识态度”、“个人素质”、“行业道德”这5个维度分别做出了详细的分析，并结合访谈的内容大致的对各个维度特征的重要性进行了排名，以期为今后广告公司的招聘选拔、员工培训、绩效和薪酬管理、职业规划等人力资源实践提供依据。
【关键词】胜任力 胜任力特征 广告从业人员

     The study on Competency Character of Advertising Employees

【Abstract】Since the concept of Competency proposed by the American scholar McClelland in 1973,it has received wide attention from experts and scholars all over the world, and a large number of exploration and research on competence character of various professional groups appear. In this study, we invite some employees in Nanjing Yindu Adverting to help us with our interview; we establish a preliminary competence model combined with the specificity of today's advertising industry on the basis of related theories and literature. We make a detailed analysis of the five dimensions in the model, which is “knowledge features”, “professional skills”, “Attitude awareness”, “personal qualities”, “professional ethics”. In addition, the importance of the characteristics of each dimension was ranked approximately according to the content of the interview. I hope that it will provide evidence for human resource practice on the recruitment, staff training, performance and compensation management, career planning in advertising.
【Key words】 competency   competence character   advertising employees

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