RESEARCH ON THE OPTIMIZATION OF THE TRAINING SYSTEM FOR LIVE E-COMMERCE OPERATION MANAGERS BASED ON THE COMPETENCY MODEL

บทคัดย่อ

The objectives of this study are: 1) to construct a competency model for live-stream e-commerce operation supervisors in Company A, 2) to evaluate the current competency level of the supervisor team using the fuzzy comprehensive evaluation method, 3) to identify the major competency gaps and performance weaknesses and 4) to propose a systematic training optimization framework to enhance operational effectiveness. This research adopts a mixed-method design combining expert interviews and quantitative evaluation. The population consists of live-stream e-commerce operation supervisors of Company A, and the sample comprises 20 supervisors selected through purposive sampling based on their managerial experience and job relevance. Data were collected using competency rating scales and expert assessment forms, and analyzed through fuzzy comprehensive evaluation, weighted scoring analysis, and descriptive statistics.

          The research results show that: 1) the team’s overall competency score is 67.31, falling within the “fairly poor” range, 2) core competencies such as real-time control and result optimization are significantly weak, 3) general competencies, including teamwork and communication, show moderate deficiencies, while time management is relatively strong; and 4) professional competencies—especially rule compliance, resource coordination, and data analysis—are the most critical bottlenecks affecting performance. The study concludes that the training system for e-commerce operation supervisors should be reconstructed around three competency dimensions: core ability, general ability, and professional ability. The recommended strategies include establishing real-scenario simulation training, closed-loop optimization drills, cross-department collaboration practice, and systematic rule and data analysis training, to enhance supervisory performance and ensure sustainable talent development in live-stream e-commerce operations.