基于提高休闲农业营销人员应用过程中创新能力的心理契约研究

Research on Psychological Contract Based on Improving the Innovative Ability of Leisure Agricultural Marketing Personnel in the Application Process

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摘要休闲农业的快速发展,使休闲农业企业的数量增加,导致休闲农业营销人才紧缺。对黑龙江省多家休闲农业企业实地调研发现,休闲农业营销人才的紧缺,使营销人员入职门槛低和应用创新成果能力较弱,是休闲农业企业经营效益弱和缺乏特色的原因。因此,企业提高营销人员应用过程中的创新能力是亟待解决的问题。在界定休闲农业营销人员应用过程中创新能力内涵的基础上,提出基于心理契约的应用过程中创新能力形成模型,构建以提高休闲农业营销人员应用过程中创新能力为目标的心理契约,目的在于调动营销人员的学习意愿,从而提高休闲农业营销人员应用过程中的创新能力。该研究成果具有实践意义和理论意义。 With the rapid development of leisure agriculture, the number of leisure agricultural enterprises has increased, resulting in a shortage of marketing talentsfor leisure agriculture. A field survey of several leisure agricultural enterprises in Heilongjiang Province shows that the lack of marketing talentsin leisure agriculture makes marketing staff have low entry threshold and weak ability to apply innovative achievements, which is the reason for the weak operating efficiency and lack of characteristics of leisure agricultural enterprises. Therefore, it is an urgent problem for enterprises to improve their innovative ability in the application process of marketing personnel. Based on defining the connotation of innovative ability in the application process of leisure agricultural marketing personnel, this paper putsforward a model of forming innovative ability in the application process based on psychological contract, and constructsa model to improve the innovation in the application process of leisure agricultural marketing personnel. The aim of the psychological contract is to mobilize the marketing staff’s willingness to learn, so as to improve the innovative ability of leisure agricultural marketing personnel in the application process. The research resultshave practical and theoretical significance.

作者冷志杰陈晨 LENG Zhi-jie;CHEN Chen(College of Economics and Management,Heilongjiang Bayi Agricultural University,Daqing,Heilongjiang163319)

机构地区黑龙江八一农垦大学经济管理学院

出处《安徽农业科学》 CAS 2019年第8期135-139,共5页 Journal of Anhui Agricultural Sciences

基金黑龙江省农垦总局"十三五"重点科技计划项目(HNK135-07-04) 黑龙江省学位与研究生教育教学改革研究项目(JGXM_HLJ_2015115)

关键词休闲农业营销人员创新能力心理契约员工培训 Leisure agriculture Marketing personnel Innovation ability Psychological contract Employee training

分类号 F304.1 [经济管理—产业经济]

作者简介冷志杰(1964-),女,吉林德惠人,教授,博士,从事休闲农业、农产品物流与供应链管理研究。