Redefining Talent for Smart Mobility: A Data-Driven Competency Framework for NEV Sales and Marketing in the Digital Era

This study explores the core competencies required for sales and marketing roles in the rapidly evolving NEV sector. Adopting an exploratory sequential mixed-methods design, it employs a big data-driven approach to construct a competency framework: web crawlers collected NEV-related recruitment data across over 20 major Chinese cities, the Latent Dirichlet Allocation (LDA) model identified core competency items, and a multi-dimensional consensus scoring process via the Nominal Group Technique (NGT) refined the framework. The resulting validated model comprises nine thematic clusters, reflecting a shift from internal combustion engine (ICE) vehicle sales’ traditional skill set. Beyond enriching conventional competencies (customer reception, sales service, CRM, sales support), it highlights emerging capabilities: live-streaming/short-video marketing, digital media operations, and ecosystem-oriented resource collaboration. Further, NGT-based multi-dimensional evaluations (frequency, importance, difficulty) generated a four-quadrant matrix, offering actionable guidance for vocational education and corporate training (VET) curriculum design. Theoretically, this study redefines digital-era automotive sales roles: not mere product sellers, but core actors in user experience co-creation and ecological value integration, which enriches discourse on sales role evolution.