基于绩效技术的B制药企业华东分公司销售人员培训体系改进研究

发布时间：2018-06-22 20:29

本文选题：绩效技术 + 销售人员　；参考：《广西大学》2017年硕士论文

【摘要】：近年来中国制药行业虽发展迅速但是形势却越来越严峻,究其原因其一对于外资制药实行招标、二次议价;其二国产仿制药品以低价恶性竞争、原研进口产品的同质化等都阻碍了外资制药企业持续获得市场份额。制药公司要突破这种困境,培养高素质的销售人才是最重要的,销售人员不仅销售产品也应当清晰传递给客户产品独特的信息及带给患者和临床的价值,从而提升其产品的核心竞争力。目前B制药企业华东分公司销售人员招聘获取费用极高,客户拜访能力欠佳且流动性颇高。然而B制药企业华东分公司目前的培训体系缺乏系统,没有培训需求的调研、课程内容单一不能覆盖销售人员、小区经理、大区经理,缺失培训后的跟进和反馈。所以B制药企业华东分公司急需构建一套完善的销售人员培训体系有针对性地培养销售人员以满足B制药企业华东分公司战略发展对人才的需求。本文在总结相关文献基础上,分析了 B制药企业华东分公司销售人员培训体系现状,采用绩效技术模型及多种研究方法相结合的方式对B制药企业华东分公司销售人员培训体系展开改进研究。首先,基于人才九宫图结合销售人员能力模型进行问卷调研和访谈以了解培训需求;然后根据培训需求选择最佳干预措施进行销售人员培训体系改进,把培训体系改进当作一个项目去执行明确了各方的职责和时间以便于控制进展速度;新体系与原培训体系相比更注重以需求出发增加合作部门伙伴意识提高销售部门的参与度,对培训课程、培训方式以及培训师资等方面提出改进措施,通过学员满意度调查统计得出销售人员培训后与原培训体系相比能够更好掌握知识、技能并在实际工作中运用从而达到公司业绩。最后笔者基于华东分公司实际情况提出四大保障措施来为新的培训体系保驾护航。本文尝试将绩效技术运用于培训体系改进领域,希望对国内外资制药行业起到一定的借鉴和示范作用。
[Abstract]:In recent years, although the pharmaceutical industry in China has developed rapidly, the situation is getting more and more serious. The reasons for this are, for one thing, for the foreign pharmaceutical industry to invite tenders and for the other for second bargaining. The homogeneity of imported products has prevented foreign pharmaceutical enterprises from gaining market share continuously. In order to break through this dilemma, it is most important for pharmaceutical companies to cultivate high-quality sales personnel. Salespeople should not only sell products, but also clearly convey the unique information to customers and the value they bring to patients and the clinic. In order to enhance the core competitiveness of its products. At present, the recruitment cost of sales staff of East China Branch of B Pharmaceutical Company is extremely high, customer visiting ability is poor and liquidity is quite high. However, the current training system of East China Branch of B Pharmaceutical Company is lack of system, there is no research on training demand, the single course content can not cover sales personnel, district manager, regional manager, lack of follow-up and feedback after training. Therefore, it is urgent for East China Branch of B Pharmaceutical Enterprise to set up a set of perfect training system for sales personnel in order to meet the demand for talents in the strategic development of East China Branch of B Pharmaceutical Enterprise. On the basis of summarizing relevant documents, this paper analyzes the present situation of sales personnel training system in East China Branch of B Pharmaceutical Enterprise. The performance technical model and various research methods are used to improve the training system of sales personnel in East China Branch of B Pharmaceutical Enterprise. First of all, based on the talent Jiugong chart combined with the model of sales personnel ability to conduct questionnaire research and interviews to understand the training needs; then according to the training needs to select the best intervention measures to improve the sales personnel training system, The improvement of the training system as a project has defined the responsibilities and time of the parties to control the speed of progress; the new system has focused more on the need to increase the awareness of partnership and increase the participation of the sales department, compared with the original training system. The improvement measures of training courses, training methods and training teachers are put forward. Through the statistics of student satisfaction survey, it is concluded that after training the salespeople can better grasp the knowledge compared with the original training system. The skills are used in the actual work to achieve the company's performance. Finally, based on the actual situation of East China Branch, the author puts forward four safeguards to protect the new training system. This paper attempts to apply performance technology to the field of training system improvement, hoping to play a certain reference and demonstration role for domestic and foreign pharmaceutical industry.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F272.92

【参考文献】