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卷烟零售终端潜力的挖掘是烟草行业开展深度营销的重要内容,而终端胜任力核心要素的梳理,对于烟草商业企业而言,无论是终端选择、培训开发还是绩效提升方面都具有较大意义。论文针对新入、普通和现代三类卷烟零售终端,着眼于提升终端绩效,通过分层访谈、专家讨论和行为事件等方法初步筛选卷烟零售终端胜任力要素,并在问卷调查的基础上进行因子分析进一步筛选胜任力要素,最终得到的要素聚类为职业素养、基础知识和专业技能三个维度,构建了有利于零售终端绩效提升的卷烟零售终端胜任力模型。为确保终端胜任力模型的科学性和合理性,论文还利用额外样本进行验证性因子分析和实践验证手段对模型的内容进行了检验,结论得到证实。
The taping potential of cigarette retail terminals is an important part of the depth marketing in the tobacco industry. Combining the core elements of terminal competencies is of great significance to tobacco commercial enterprises in terms of terminal selection, training and development, and performance improvement. Focusing on improving the terminal performance, this dissertation focuses on the new, ordinary and modern retail terminals of cigarettes, through the method of stratified interview, expert discussion and behavioral events, the preliminary screening of the competencies of cigarette retail terminals and the factor analysis based on the questionnaire To further screen competency elements, the final elements are clustered into three dimensions: professional literacy, basic knowledge and professional skills, and a competency model of retail cigarette terminals is proposed to improve the performance of retail terminals. In order to ensure the scientific and reasonable terminal competency model, the paper also uses additional samples for confirmatory factor analysis and practical verification methods to test the content of the model, the conclusion is confirmed.