Hubei Province is a big province of higher education in China, but it is not a strong province of higher education. Many provincial universities serving the local economy are the main channels for the supply of local marketing talents. The author consulted many domestic documents. Although there are quite a few literatures on the requirements of enterprises for the quality and ability of marketing talents and the present situation of talent supply and demand, there are few literatures on the supply and demand of marketing talents in Hubei directly. Based on the above changes in the market environment and the development of enterprise marketing functions, what changes have taken place in the demand for marketing talents of Hubei enterprises? Overall, what is the supply and demand situation of marketing talents in Hubei? What are the problems? Only by knowing these basic information can local colleges and universities in Hubei formulate marketing talents training programs that meet market demand as needed.
In this paper, a questionnaire survey was conducted among 15 enterprises in Hubei province, involving 3 educational consulting industries, 2 laser manufacturing industries, 2 financial industries, 2 network industries, communication industries 1, pharmaceutical industries 1, chemical industries 1, automobile manufacturing industries 1 and consumer industries 650. The questionnaire was designed by the author and answered by interns and graduates looking for qualified respondents in the workplace. Respondents asked senior marketing managers, human resources managers and senior managers above the vice president of enterprises to ensure the effectiveness of the questionnaire survey.
First, the supply and demand of marketing talents in Hubei Province
1. Specification requirements for marketing professionals
With the development of market economy, the marketing function of Chinese enterprises has gone through the road of 100 years used by western enterprises in just 20 years, from the stage of pure sales department to the stage of modern marketing organization. Corresponding to the change of marketing function, enterprises have higher and higher requirements for marketing personnel. What changes are enterprises in Hubei experiencing? According to our investigation, there are 4 enterprises that require bachelor degree or above, accounting for 26.7% of all the enterprises surveyed, of which 1 enterprises also require master degree or above, 1 enterprises require junior college degree or above, accounting for 66.7% of all the enterprises surveyed,1enterprises require high school degree or above, and1enterprises require high school education or above. Graduates from higher vocational colleges are the main body of Hubei enterprise marketing personnel reserve pool, which shows that Hubei enterprise marketing personnel are still an operational talent. However, compared with five years ago, most of the marketing staff in enterprises are graduates from high schools and technical schools, and only 12.7% of them have college education. [6] Great changes have taken place in the situation, and the cultural level has improved to a higher level in five years.
Judging from the marketing positions required by enterprises, sales (including pre-sales, focus and after-sales), market planning and market research are the three main functions of enterprise marketing at present, with 89.7%, 665%, 438+0.5% and 46.2% respondents respectively. Channel support, public relations and network marketing follow closely, and the diversity of marketing positions requires the diversity of marketing personnel's training objectives.
2. Demand distribution of marketing posts (functions)
Ask, "What kind of marketing staff does your company need most at present?" In terms of job category, the frequency of answering "sales and marketing manager" is 56.4%, ranking first, indicating that enterprises are short of middle and senior marketing managers, followed by "front-line salespeople", with a frequency of 5 1.3%, indicating that the demand for junior marketing talents is still great, and "marketing planning" and "market researcher" account for 41. From the analysis of the professional and attitude characteristics of marketers, the frequency of answering "marketers with industry background" is 74.3%, the frequency of answering "marketers with compound knowledge" is 6 1.5%, and the frequency of answering "marketers with certain experience" is 56.4%, ranking the top three.
3. Sources of marketing professionals
From the perspective of professional training, people engaged in marketing work are not necessarily from marketing courses, which has been observed and understood by industry professionals. The graduates trained by a school do not necessarily serve the enterprise where the school is located, so it is difficult to get the total supply of marketing talents in Hubei in a certain period of time. Studying and understanding the main channels for Hubei enterprises to introduce marketing talents can roughly understand the general source of marketing professionals in Hubei enterprises and indirectly infer the supply level of marketing talents in Hubei local universities. According to the survey, 56% of Hubei enterprises recruit from the whole country, 36% from the local area and only 8% from the internal area. Recruitment channels include job fairs for talents, job fairs for college graduates, media advertisements, recommendation of acquaintances, recruitment by headhunting companies, etc.
From the perspective of majors studied by enterprise marketers, the marketing major has the highest frequency, accounting for 64. 1%, followed by economics major, accounting for 53.8%, and business administration and engineering technology major, accounting for 38.5%. It can be seen that the professional background of enterprise marketers is quite complicated, and it can be seen that non-marketing graduates are an important source of enterprise marketers. When considering the training scheme of marketing talents, on the one hand, we should consider the competition of similar majors and strive to create professional characteristics, and at the same time, we should also consider the competition between different majors and establish the irreplaceable advantages of majors.
4. The quantity, quality and structure of marketing talent supply.
52% of the respondents think that the number of marketing talents can basically meet the requirements, 33% think that the number can't meet the requirements, 10% think that the number is far from meeting the requirements, and only 5% think that there is a slight surplus.
38% of the respondents think that the quality of marketing talents is good, and 62% think that the quality is average. Answering "what do you think is the main problem of marketing talent supply at present?" At that time, 74% of the respondents thought their professional skills and abilities could not meet the requirements, 2 1% thought the variety structure of marketing talents could not meet the requirements, and only 5% thought the number of talents could not meet the requirements.
Second, based on the competency model of marketing personnel quality requirements analysis
Competency model refers to the combination of a series of competency characteristics to play a specific role or achieve certain performance goals, also known as competency model. Based on the research results of competency model of marketing personnel at home and abroad, the author designed questions around knowledge, quality and ability for respondents to answer.
1. Requirements of Hubei enterprises for knowledge and quality of marketing personnel
Ranked by frequency, the most needed knowledge literacy of the interviewed marketers is industry knowledge (74.3%), marketing knowledge (66.7%), competition and customer knowledge (48.7%), commodity knowledge (46.2%), business and etiquette knowledge (28.2%) and financial knowledge.
2. Hubei enterprises' requirements for the skills and quality of marketing personnel
Ranked by frequency, the skills and qualities that marketers need most are "market research and analysis skills" (76.9%), "marketing planning skills" (69.2%), "business negotiation skills" (56.4%), "sales promotion skills" (53.8%) and "oral expression skills" (46./kloc-0 Network marketing skills (15.3%), computer information processing skills (12.8%), English communication skills (10.3%) and other skills (5. 1%). Judging from the above answers, the skills of market research and analysis, marketing planning, business negotiation and sales promotion are the skills that enterprise marketers need to master most.
3. Hubei enterprises' requirements for the ability and quality of marketing personnel
Ranked by frequency, the abilities and qualities that marketers need most are communication ability (79.5%), communication ability (5 1.3%), business judgment (5 1.3%), innovation ability (46.2%) and pressure resistance.
Third, the main problems in the supply and demand of marketing talents in Hubei Province
1. After the quantitative contradiction is basically solved, the contradiction between supply and demand is still sharp.
From the previous investigation and analysis, we can see that the supply and demand of marketing talents are basically balanced. From the perspective of work level, enterprises are most short of sales and marketing managers, from the perspective of work content, enterprises are most short of sales staff, and from the perspective of work characteristics, enterprises are most short of sales staff with industry background and compound knowledge. Undergraduate students majoring in marketing in colleges and universities can become enterprise marketing management cadres only after several years of practical experience in enterprises after graduation. Therefore, it is unlikely that the most lacking sales and marketing managers in the market will be directly employed from college graduates. Therefore, solving the contradiction between supply and demand structure of marketing talents in Hubei depends more on enterprises. This contradiction may exist for a long time, and enterprises should have a clear understanding.
2. There is a shortage of marketing talents with industry background urgently needed by the market, and the marketing talents trained by colleges and universities are converging.
The survey found that as many as 43.6% of the respondents thought that there was no difference between the marketing graduates trained by universities, 43.6% of them answered "unclear" to this question, and only 12.8% thought "different", indicating that the characteristics and positioning of talents trained by universities were unclear. Many provincial colleges and universities that take serving the local economy as their own responsibility are industrial colleges. For example, Wuhan Institute of Technology's characteristic chemical industry, 80% of the bosses of chemical enterprises in Hubei Province graduated from this school, featuring hydropower in Three Gorges University, textile in wuhan textile University, petroleum in Yangtze University and finance in Hubei University of Economics. Only by facing the industry, highlighting the characteristics of the industry and serving the industry can these schools gain a foothold in the competition with many local universities.
3. Talent quality and category market recognition are not high, and enterprises have to make great efforts to cultivate themselves.
The survey also found that as many as 74% of the respondents thought that the professional skills and abilities of marketing talents in Hubei could not meet the needs of enterprises. Among them, on the level of knowledge and quality to be solved by the school, they think that the most lacking marketing graduates trained by the school are industry knowledge, competitor and customer knowledge, commodity knowledge and business etiquette knowledge in turn; The most lacking skills and qualities are business negotiation skills, marketing planning skills, market research and analysis skills and oral expression skills. Answering "What do you think is the way to cultivate marketing talents that enterprises need?" 46.2% people think that "mainly through enterprise training has little to do with majors", only 43.6% people think that "mainly through the training of marketing majors in colleges and universities plus practical training in enterprises", and another 7.6% people think that "it is impossible to train mainly by employees' understanding and interest". This shows that there is still a considerable distance between the marketing professionals trained by the school and the social needs.
4. The marketing positions of enterprises are relatively simple, which weakens the attraction to high-level marketing talents.
This survey found that the marketing of Hubei 15 enterprises involves seven different functions, such as sales and joining, but as far as the marketing functions of specific enterprises are concerned, the marketing of most enterprises only means sales and marketing planning. Market research, channel support, public relations, online marketing and other functions are all mentioned less than 50%. The single marketing function makes the marketing work unattractive to people with complex knowledge structure and graduates with different employment expectations. Many graduates majoring in marketing in my university are unwilling to engage in sales work with low technical content all their lives, even if they are not.
5. Enterprises seldom use computers and information technology in marketing, which makes the knowledge and skills of existing marketers obsolete.
In enterprise marketing activities, computer technology and information technology are widely used in market research and analysis, marketing planning, network marketing and even sales. However, according to this survey, only two companies have e-commerce positions, and among the 1 1 knowledge options most needed for enterprise marketing positions, "Computer and information technology knowledge" ranks second from the bottom. Among the most needed 1 1 skill quality options for enterprise marketing positions, "the skill of using computers to process information" ranks fourth from the bottom, which is somewhat unexpected, reflecting that Hubei enterprises use less computers and information technology in marketing. In the long run, it is bound to make the knowledge and skills of existing marketing personnel obsolete and unable to adapt to the competition of global marketing talents, thus reducing the marketing competitiveness of Hubei enterprises.