Abstract: under the condition of market economy, marketers are the main body of enterprise marketing activities. Whether their comprehensive quality, overall image and self-cultivation are good or not will directly affect the marketing performance and economic benefits of enterprises. Therefore, it is the key to complete the marketing task and achieve the marketing goal to cultivate and own a team of marketing personnel who meet the requirements of marketing occupation in basic quality and ability.

Keywords: marketing personnel; Quality; Capability structure

Under the condition of market economy, the market competition is becoming increasingly fierce, and many enterprises and business leaders are increasingly aware that the marketing advantage of enterprises is more important than the production advantage of enterprises. In order to gain the marketing advantage, an enterprise must have a smart and competent marketing team with good quality and ability. And every marketer who is determined to engage in marketing and join in it must understand that the quality and ability of marketers are not only the basic conditions that determine the success or failure of their careers, but also the key to the development of enterprises and the creation of good economic benefits. The quality of marketing personnel includes a wide range of contents. This paper discusses the ideological quality, professional quality, physical quality, psychological quality and ability structure quality of marketing personnel.

First, the ideological quality of marketers In marketing activities, it can be said that marketers control the fate of enterprises, which requires marketers to have higher ideological quality in order to do a good job in enterprise marketing. The specific requirements are as follows:

1. Must have a strong sense of professionalism.

Marketers who have made outstanding achievements in their work love their work very much and have a strong sense of professionalism and responsibility. Career is to devote all your energy to your major, strive to make achievements in your work and serve the motherland and people. People with a strong sense of career will regard the success of their career as more important than material rewards, and the pleasure brought by their success is many times more than material rewards. Specifically, the professionalism of marketers is mainly manifested as: dedication to marketing, not afraid of difficulties, full of challenging spirit, conscientious in their work, serving customers and users wholeheartedly, having the belief and determination to succeed in their careers, and taking meeting the needs of the market and customers as their own responsibility.

Marketing is a profession and a career, which has an important impact on the development of society and enterprises. In their work, marketers should abide by professional ethics, shape a good corporate image and self-image, explore the laws of doing a good job in marketing, show the art of marketing, and create sales performance to promote the development of marketing, thus fully embodying their own values. A strong enterprising spirit can generate strong motivation, because this motivation comes from this advanced need of self-realization. Driven by this spirit of need, marketers can endure all kinds of hardships and work selflessly. Strong enterprising spirit can form a high sense of responsibility, make marketers fully realize the value of their work, and urge marketers to be loyal to their careers, enterprises and customers, and put all their energy into marketing work. A strong sense of occupation can stimulate the sense of honor and accomplishment of marketers. Only by organically combining everything with career can we enjoy the joy of marketing success and career development.

2. Have a good professional ethics.

Marketers must have good professional ethics. Because marketing activities are not only a personal behavior, but also a social behavior, marketers must correctly understand the impact of their work on society and its social significance, and at the same time bear their due responsibilities.

Mainly manifested in the following aspects of relationship handling:

(1) Marketers and enterprises. Marketers should love and be loyal to their own enterprises. They should not use the convenience of marketing work to engage in private transactions, let alone do things that harm the interests of enterprises and enrich themselves. Be aboveboard in dealing with people, be honest and upright in performing official duties, safeguard your own reputation, and more importantly, safeguard the reputation and interests of the enterprise. Be your own friend, treat customers equally, wait for customers and be honest with each other. Regardless of the volume of business, whether the business is successful or not, we should enthusiastically provide customers with satisfactory and thoughtful services, meet each other sincerely, and fully consider the actual needs and interests of customers, so as to gain the trust of customers and promote the success of marketing work. Treat customers sincerely, ask and expect things honestly with its simple character, help solve them wholeheartedly and sincerely, and provide services as soon as possible;

[2] When customers accept their own products, they should negotiate with customers with gratitude;

[3] Marketers should respect customers' ideas, knowledge, personality, occupation and status, and listen to customers' opinions carefully.

(3) Marketers and competitors. When marketing personnel compete in the market, they must never belittle other enterprises to raise themselves, but must compete fairly and improve their abilities in the competition. To sum up, in terms of professional ethics, an excellent marketer should do the following:

[1] Be law-abiding and loyal to their duties;

[2] love the enterprise, be loyal to the enterprise, safeguard the reputation of the enterprise, and do not harm the public fertilizer;

[3] treat customers as their friends and compete with peers on an equal footing; [4] Pay attention to thrift, don't waste money, and try to reduce marketing expenses; [5] Do not engage in illegal bribery. 3. Correct management style and policies, correctly handle the relationship between the state, the collective and the individual, guide their business activities with modern marketing concepts, and put the marketing concept of serving customers in an important position. In marketing activities, fully consider the needs of customers, provide customers with comprehensive marketing requirements, improve marketing performance, and be invincible in the fierce market competition.

Second, the professional quality and thoughtful service of marketing personnel. In this way, in order to adapt to the modern marketing environment and camp, an excellent marketer must master the systematic business knowledge, and the wider the business knowledge of the marketer, the better. Generally speaking, this business knowledge system mainly has the following aspects:

1. Professional disciplines related to marketing are very extensive, and their basic theoretical knowledge includes marketing, consumer psychology, commodity informatics, economics, economic law, accounting, finance, enterprise management, public relations, advertising, promotion, judgment, market research and prediction, etc.

2. Knowledge about this enterprise

2) Marketers and customers. Marketers should be very familiar with customers, on the one hand, in order to meet the needs of customers, on the other hand, in order to make marketing activities reflect the prescription policy of enterprises and complete the overall goal of enterprises. This knowledge mainly includes: nature, affiliation, historical evolution, position in the same industry, business policies, rules and regulations, production scale and capacity, marketing policies and price strategies, service content, delivery methods and settlement methods.

3. The knowledge about the products of this enterprise must be:

[1] For customers, marketers are not product designers, let alone technical experts, so it is impossible to master all the knowledge of products. Marketers should at least know what customers want to know about their products. Because customers always try to know about the product before buying, so as to reduce the risk of buying. Therefore, customers like marketers who can provide them with a lot of information and trust marketers who are proficient in products and show authority. This requires marketers not only to sell products, but also to sell knowledge first. Generally speaking, marketers should fully understand and master the following aspects of their products: the quality of raw materials and main components, production technology and production technology, product performance, product quality, product use characteristics, product maintenance knowledge, product after-sales safeguard measures, etc.

4. Market knowledge marketers must correctly understand and implement the relevant parties of the country. The vitality of marketers comes from the market, and their value is also reflected in the market. Understanding the basic principles of market operation and the laws of marketing activities is an important foundation for enterprises and marketers to succeed. Because marketing activities involve various subjects and objects, and the methods and contents are very complicated, marketers are required to master extensive market knowledge. Such as: the basic principles of market economy, the strategies and methods of marketing promotion, the methods and practical operations of market research and prediction, the changing law of supply and demand, the basic situation of customers, the ways to increase sales, and the situation of prospective customers and potential customers.

5. Customer knowledge marketing must aim at meeting customer needs. Marketers must always understand and analyze customers' needs and changing trends, understand what customers need their products, how big the market demand is, and analyze who are the decision makers, influencers, executors and users of products among customers. In addition, it is necessary to understand customers' purchasing motives, buying habits, buying processes and buying methods, so as to use corresponding marketing countermeasures and skills.

6. There are many professional disciplines related to the understanding of competitors and marketing work. Marketers are the external representatives of enterprises, and market economy is competition for this enterprise. If an enterprise wants to achieve the survival of the fittest in the competition and be in an invincible position, marketers bear the brunt of the important responsibility of understanding competitors. Through the analysis of customer contact and market information, marketers can better understand competitors' product characteristics, marketing strategies, relevant production regulations, product prices, service methods and settlement methods. The more detailed, the better. The clearer you know about your competitors, the more you can take the initiative in the market competition.

Third, the physical and mental quality of marketers should complete the marketing task well, and marketers must have good psychological quality and healthy physical quality.

1. Psychological quality

Good psychological quality is a necessary condition for marketers to succeed, which is manifested in the following aspects:

(1) is cheerful and friendly. Marketing work is to independently carry out activities in the market and solve various problems that you encounter. This requires marketers to be lively and cheerful, responsive, be good at making friends, adapt to different living conditions and working environments, feel free in the new environment, get close to others quickly, and make customers feel good and trust, and be willing to associate with you, so as to improve work efficiency and achieve the success of marketing work. On the other hand, an unsociable, taciturn and slow-moving person will find it difficult to communicate with customers, which is ultimately not conducive to the development of marketing work.

(2) firm belief. Marketing is an independent job. When encountering problems, we must find our own ways and make our own decisions, which requires marketers to be good at independently discovering, analyzing and solving problems. Calm and decisive in emergencies and emergencies. Only in this way can we be competent in marketing and be independent in our work.

(3) Full of confidence to win. Self-confidence is the basic requirement of professional psychology of marketers. Self-confidence psychology is actually a kind of self-suggestion about one's will, and it is the spiritual pillar of marketers. With self-confidence, a person will have self-confidence, firmly believe that the cause can be successful, and then inspire great courage, dare to face challenges, be brave in pioneering and enterprising, and finally create excellent performance. At the same time, marketing is not a stable job, but has certain risks. On the difficult and tortuous marketing road with fierce competition, only people with self-confidence can remain calm in times of crisis, show admirable general demeanor when encountering problems, and strive for good returns with wisdom and perseverance. If you don't have self-confidence, you will lack the ability to cope with the crisis, appear panicked and lose the chance of success.

2. Physical Fitness The competition in the modern market is extremely fierce, and the work of marketers is both hard and busy. On the surface, they wandered around, eating and drinking, and looked relaxed and chic. In practical work, marketing work is very hard. Marketers have to run around visiting customers, business negotiations are tense and difficult, and all kinds of entertainment often take up a lot of rest time and can't get a good rest. And most of the work is far away from home, from relatives, from enterprises, fighting alone, that is to say, marketing work is both physical labor and intellectual labor. Therefore, marketers must have good physical fitness and health. Without a healthy body, it is difficult for marketers to complete marketing tasks.

Fourth, the ability structure of marketers and the characteristics of quality marketing profession are that people are the object of work, and dealing with people is the most complicated and profound art. Excellent marketers should exercise their abilities in study and practice. Specifically, the ability structure of marketers should include the following aspects:

1. keen insight

New products, new advertisements, new ideas and new technologies are attractive mainly because their "new" marketers must be "new" if they want to be attractive in specific marketing activities. The innovation of marketers in their work depends on their sensitivity to new things and requires their extraordinary insight. This is a necessary prerequisite for marketers to understand customer psychology and accurately judge customer characteristics. In negotiations with marketers, customers often hide some of their real intentions and use various buying techniques in order to get as much benefit as possible in the transaction process. Only with keen insight can we see the real intention of customers and achieve marketing success.

2. Accurate judgment ability In the process of business negotiation, customers are often disturbed by various channels of information and influenced by environmental factors, and their mentality is often changing. Marketers should have the ability to grasp each other's psychological changes in time and respond to various situations at any time; It is necessary to accurately understand the wishes, needs, hobbies, occupations and buying habits of customers; Marketers must know what problems the company's products can help customers solve; Can answer customers' questions very satisfactorily, and can be proved by facts.

3. Excellent performance ability Marketers must spend a lot of effort from approaching customers to negotiating with customers. In a limited time, customers may not want to stop their work and have a long interview with you, which requires marketers to skillfully demonstrate their products in a limited time to attract customers' attention and make them interested in the products. At the same time, marketers can use some promotional materials and other equipment to promote and display their products to customers. The key here is whether you can have presentation skills that attract customers, including the language expression ability of marketers.

4. Successful persuasion marketing is reasonable persuasion. If you can't agree with your own point of view, the other party can't accept it. Successful persuasion is based on the following three elements:

(1) Marketers must believe in the products they sell;

(2) Marketers must believe in the enterprise they represent;

(3) Marketers must believe in themselves. Only on this basis can we have the enthusiasm to convince our customers.

5. Flexible and adaptable marketers must deal with all kinds of people. In all kinds of complicated and even sudden harsh environments, it is difficult to succeed in treating customers with only one model and attitude. This requires marketers to have flexible adaptability, so as to simplify the complex without losing the principle, achieve harmony without difference and achieve the success of marketing activities. On the other hand, if marketers lack flexible adaptability, they will be helpless when dealing with complex situations, leading to the failure of their work.

6. Excellent communication skills The social skills of marketers play a special role in the development of enterprises and are also one of the signs to measure whether they are suitable for marketing work. Because marketers are diplomats of enterprises and social activists. This requires them to have the ability to communicate with all kinds of people and make friends. Through communication, we can stabilize old customers and attract new customers, thus opening up a broad market for enterprise products. If you have poor communication skills, you will often artificially set up a psychological barrier between yourself and society, yourself and the surrounding environment, and yourself and customers, so that you can't carry out marketing work at all.

7. Good language skills Marketers have good language skills, which can win the love and friendship of customers and make people happy to associate with them, thus broadening their horizons.

8. Skilled technical maintenance ability

9. Excellent coordination and organizational skills. Making friends helps to achieve good marketing performance. The language expression ability of marketers is clear, concise, clear, reasonable, accurate and moderate, which can convince and impress people, stimulate customers' purchasing enthusiasm, form a good marketing atmosphere and complete marketing tasks. When marketers sell products that need maintenance services, they can't convince customers to buy them by language alone. They must also be able to teach customers how to operate and use products and master maintenance techniques so as to maintain them at any time. Because some customers can't use the product, they need to find someone to repair the fault and ask the marketing staff to solve it in time. If the marketing personnel have skilled technical maintenance ability and solve problems at will, customers will be satisfied, thus winning the trust of customers, making the relationship close and achieving marketing success. In the process of promotion, marketers usually need to carry out publicity activities, guide customers well, beautify the marketing environment, expand the influence of enterprises, display products and hold press conferences in time, and distribute relevant materials. These jobs require marketers to have the ability of coordination between people, enterprises and users, enterprises and industry and commerce, news and other organizations, the ability to adapt to the new environment, and the ability to organize all aspects. Without excellent organization and coordination ability, it is difficult to make marketing activities vivid, orderly and orderly. The qualities and abilities of marketers are various. In addition to the above, it also includes good temperament, perfect personality, rich knowledge, elegant upbringing, sincere feelings and so on. In the specific marketing practice, marketers should strive to strengthen their self-cultivation, cultivate and improve their comprehensive quality and ability, and strive to become an excellent marketing worker.