A Research of Individual Marketing Talent in Mainland China

• Main Authors: Xiao-Qi Pan, 潘瀟琦
• Other Authors: 任立中
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/2yw2x3

碩士 === 國立臺灣大學 === 國際企業學研究所 === 105 === Based on the concept of ‘marketing talent’ proposed by Professor Jen Lichung and literature on ‘marketing capability’, ‘marketing talent’ refers to an individual’s knowledge, skills, and perception of resources related to marketing. An individual with high marketing talent is believed to be capable of enhancing his or her organization’s marketing capability, improving quality of service, and delivering more value to customers. We believe some of an individual’s daily actions can show traces of his or her marketing talent. We use the key measurements of marketing talent developed by Professor Jen Lichung to gauge the current status of individual marketing talent in mainland China. By applying multidimensional-scaling analysis on both the entire sample and its various clusters, we find there are significant difference in individual marketing talent between economic regions and education levels. We also make several suggestions on ways to improve mainland China’s individual marketing talent based on our findings from perceptual maps. We believe these suggestions can be served as the basis of an individual’s future career planning as well as the basis of a company criteria for selecting its marketing staff.