一汽-大众奥迪售后服务培训师培训方案研究

发布时间：2018-04-06 01:12

本文选题：培训师　切入点：培训方案　出处：《吉林大学》2017年硕士论文

【摘要】：豪华汽车市场的变化对车企提出了新的挑战,市场转冷,竞争激烈。无论对奥迪还是其合作伙伴经销商网络,其售后服务能力所体现出的重要性都逐渐增加,关系到品牌形象、利润甚至生存。售后服务能力的建设高度依赖于培训,因此车企内部的售后服务培训师队伍能力的建设重要性越发凸显。为实现奥迪品牌的战略目标,奥迪售后培训部需要通过为经销商提供高质量的培训,以提升经销商盈利能力保障其健康的财务状况;同时提升经销商员工的服务知识和技能,以保障客户服务质量和满意度;进而以高满意度塑造品牌形象,促进二次销售维持市场占有率的领先地位。这些都对奥迪售后服务培训师的能力提出了新的、更高的、更全面要求,为了提升他们的能力,培训师培训必不可少。然而,目前一汽-大众奥迪的售后服务培训师培训工作面临管理权责不清,培训计划制定不合理,培训实施效果不好等诸多问题,本文以成人学习理论、胜任素质理论为基础,以文献研究、访谈和问卷调查为研究方法,参考国外先进的培训师胜任素质模型,尝试对一汽-大众奥迪售后服务培训师培训现存问题进行分析,并在找到原因后,尝试有针对性地为其建立一套全新的完整培训方案。新的培训方案包括了完整的培训流程。首先,为支持企业的战略目标,制定本组织的工作目标;然后,为确保本组织工作目标顺利实现,制定培训师团队的胜任素质模型。再根据素质模型、培训需求调研分析结果和组织现状规划新的培训课程,为不同情况的培训师制定了真正适合其需求的培训课程,以分系列、分等级的培训课程构成较为完整的课程体系。同时制定新的培训计划,并有组织、高质量地实施和管理培训师培训项目。最后再通过柯氏四级评估法对培训效果进行评估,以监控培训实施的质量,同时以评估结果为反馈,持续不断改善培训需求的制定,从而形成完整的闭环过程。除此以外,为保障培训师培训方案顺利实施并能达到预期效果,设计了若干有针对性的保障措施,包括公司层面的组织保障、部门层面的组织保障、人员分级制度、薪酬激励制度以及岗位晋升和人员退出机制。通过以上保障措施与新设计的培训师培训方案互相结合和促进,对培训师进行充分的激励,保证其参训和自我提升的积极性,以达到新设计的培训师培训方案的最佳效果。本研究期待新设计的培训方案可以解决一汽-大众奥迪售后服务培训师培训工作上的一些问题,提升组织现有工作效率与工作表现,降低培训成本,提升员工满意度,以支持企业整体经营目标的实现。另外,由于培训与发展领域从业者的工作职责和任务有很大的共同性,本研究的结论对其他行业和企业中行使培训开发与呈现职能的组织和部门,以及各企业中的企业大学、内部培训中心等具有一定的可推广性。
[Abstract]:The change of luxury car market has put forward new challenge to automobile enterprise, the market turns cold, the competition is fierce.Regardless of Audi or its partner dealer network, its after-sales service ability reflects the importance of gradually increasing, related to the brand image, profits and even survival.The construction of after-sales service capacity is highly dependent on training, so the importance of building the ability of after-sales service trainers is more and more prominent.In order to achieve the strategic goal of Audi brand, Audi after-sales training department needs to provide high-quality training to dealers to improve their profitability and ensure their healthy financial situation, and to enhance the service knowledge and skills of dealers.In order to ensure customer service quality and satisfaction, and then create a brand image with high satisfaction, promote secondary sales to maintain the leading position of market share.All these put forward new, higher and more comprehensive requirements for Audi after-sales service trainers, which are essential to enhance their ability.However, at present, FAW-Volkswagen Audi's after-sales service training work is faced with many problems, such as unclear management responsibilities, unreasonable development of training plan, poor effect of training implementation and so on. This paper is based on adult learning theory and competence theory.With literature research, interview and questionnaire as the research method, referring to the foreign advanced competency model of trainers, this paper attempts to analyze the existing problems in the training of FAW-Volkswagen Audi after-sales service trainers, and find out the reasons.Try to set up a completely new and complete training program.The new training program includes a complete training process.First of all, to support the strategic objectives of the enterprise, to establish the work objectives of the organization; secondly, to ensure the smooth realization of the objectives of the work of the organization, the competency model of the trainers team is developed.Then, according to the quality model, the results of research and analysis of training needs and the present situation of the organization, the new training courses are planned, and the training courses that are really suitable for the trainers in different situations are developed to be divided into series.Hierarchical training courses constitute a relatively complete curriculum system.Develop new training programs and implement and manage training programs in an organized and high-quality manner.Finally, the training effect is evaluated by Cor's four-level evaluation method to monitor the quality of training implementation, and the evaluation result is used as feedback to continuously improve the formulation of training demand, thus forming a complete closed-loop process.In addition, in order to ensure the smooth implementation of the training program for trainers and to achieve the desired results, several targeted safeguards have been designed, including organizational support at the corporate level, organizational protection at the departmental level, and personnel grading system.Salary incentive system and post promotion and personnel withdrawal mechanism.Through the combination and promotion of the above safeguard measures and the newly designed training scheme, the trainee should be encouraged sufficiently to ensure his enthusiasm for participating in the training and self-improvement so as to achieve the best effect of the newly designed training plan for the trainer.This study expects that the newly designed training scheme can solve some problems in the training work of FAW-Volkswagen Audi after-sales service trainers, improve the organization's existing work efficiency and performance, reduce training costs, and enhance employee satisfaction.To support the implementation of the overall business objectives of the enterprise.In addition, because of the common responsibilities and tasks of practitioners in the field of training and development, the conclusions of this study are applicable to organizations and departments in other industries and enterprises that exercise the functions of training, development and presentation, as well as enterprises and universities in various enterprises.Internal training center and so on have certain extensibility.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92;F426.471

【相似文献】