Paper Infomation
Research on Brand Management Personnel Training Based on OBE Concept
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Author: Xiaobin Liu, Mei Huang
Abstract: The training of brand management personnel, especially the senior brand strategy managemers urgently needed by modern enterprises, needs to be closely integrated with the needs of market practice. Based on the OBE concept, this study takes the market demand for chief brand officers as the ultimate goal of talent training. 90 recruitment information were collected from 10 well-known domestic and foreign recruitment websites, and the text content analysis was conducted to obtain the current demand of enterprises for brand management personnel. According to the analysis of recruitment data, from the grass-roots operation positions of brand management to the high-level strategic management positions, industry practice experience is required; while for low-level positions, more basic operation skills are required. The higher the position level, the higher the requirements for comprehensive management ability and strategic insight into industry development. It is also found that there is a general shortage of domestic brand personnel, and there are deficiencies in market cognition, subject education, social training, and corporate job construction. Based on these, this study believes that school-enterprise cooperation should be strengthened, improve professional certification, special training should be carried out, and cutting-edge practice courses on market development should be added to improve the quality of brand personnel training.
Keywords: Brand Management, Personnel Training, OBE Concept
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