基于扎根理论的互联网营销师胜任力模型构建——以直播人员为例  

Competency Mode Constructing for Internet Marketers Based on Grounded Theory——Taking Live Streaming Personnel as an Example

作　　者：彭晓琼 刘庆[2] PENG Xiaoqiong;LIU Qing(Nanning College of Technology,Nanning 530031,China;Guangxi International Business Vocational College,Nanning 530007,China)

机构地区：[1]南宁理工学院,广西南宁530031 [2]广西国际商务职业技术学院,广西南宁530007

出　　处：《科技创新与生产力》2024年第1期26-28,31,共4页Sci-tech Innovation and Productivity

基　　金：2023年度广西高校中青年教师科研基础能力提升项目(2023KY1704)。

摘　　要：运用扎根理论的研究方法,对电子商务方向的专家学者、电商企业管理层和一线主播进行访谈并收集资料。采用开放式、主轴和选择性编码等方式进行质性分析,将互联网营销师的人才胜任力素质指标归纳为知识素养、个人形象、自我展示、团队素养、执行能力5个要素,构建互联网营销师的胜任力模型,为后续互联网营销师胜任力模型的实证研究提供基础和依据。Utilizing the research method of grounded theory,data are interviewed and collected from experts and scholars in the direction of e-commerce,the management of e-commerce enterprises and first-line anchors.Using open-ended,principal axis and selective coding for qualitative analysis,this paper summarize the talent competency quality indexes of Internet marketers into five elements:knowledge literacy,personal image,self-presentation,team literacy,and execution ability,then construct a competency mode of Internet marketers,which will provide a foundation and basis for the empirical research of the subsequent competency mode of Internet marketers.

关 键 词：扎根理论 互联网营销师 主播 胜任力模型 

分 类 号：F724.6[经济管理—产业经济] G206[文化科学—传播学]