From Job Postings to Vocational Education Standards: Mapping Competency Requirements for NEV Sales and Livestreaming Hosts

This study maps competency requirements for two representative frontline marketing roles in China’s new energy vehicle (NEV) sector, NEV sales consultants and livestreaming hosts, and examines their alignment with current vocational education standards. Using a market-oriented, data-driven design, recruitment texts were collected from Zhaopin across more than 20 major Chinese cities. Latent Dirichlet Allocation (LDA) identified competency themes, which were then organized into work-process task domains and visualized as position–task–competency mappings. Mapping these demand-side requirements to national teaching standards reveals relatively strong alignment for sales in market insight and sales strategy, but also gaps in omni-channel lead operations, customer experience management, and operational coordination; livestreaming roles show systematic gaps across the entire work process, particularly in on-air control, customer conversion process design, and data-driven optimization. Building on the identified gaps, the study proposes a position–task–competency-to-curriculum translation pathway to support modular updates in NEV marketing talent development within vocational education and training.