中国轿车品牌4S经销商销售培训模式研究
发布时间：2019-04-02 12:49
【摘要】： 中国汽车工业经过了五十多年的发展后,产品从单一发展到多种品种;汽车产品和制造技术水平不断提高,先后涌现出许多合资品牌,这些合资品牌把国外的先进的产品及制造工艺带入中国的同时,又把先进的管理理念也逐步引入中国,这种理念的导入必然要通过高效的培训得以实现。而培训模式对培训又起到至关重要的作用。目前我们的社会进入知识经济的时代,未来企业的核心竞争力就是否能够创造出比别的企业学习更快的能力。而中国的汽车培训行业起步较晚,真正系统的培训是在99年上海通用成立之际,由通用引入中国,一开始也大多是传统的培训模式:C—leaning(教室培训)随着网络的兴起与广泛应用,开始出现了E—leaning的培训方式。为了能在激烈竞争的市场环境下立于不败之地,迫切需要建立一种崭新的培训模式,来提升经销商的营运能力。 本文通过对传统意义上的培训理念如培训目标层次,与当今流行的网络培训(E-Leaming)、混合式四层次学习理论有机结合。通过互联网和图书馆系统查询国内外图书、论文、期刊、报告、以及相关文献等,充分研究了汽车4S经销商销售培训他人研究成果和本行业发展状况。同时为了充分了解企业的真正运行状况,获取第一手资料,以A品牌汽车公司为例,进行了实地巡访,进行了大量的访谈并分析了经销商4S店的销售岗位与课程设置情况。经过精心设计的调查问卷来收集数据,同时利用先进的数据统计分析软件(SPSS)对课程与岗位的相关度等各类因素进行处理和统计。根据计算结果,运用对比分析、归纳演绎等方法与理论模型相结合,阐述各类因素之间的相关性,总结影响销售培训各因素产生的原因。再结合国内外先进、科学有效的方法和管理理念充分考虑了国内企业自身特点,来探寻符合企业自身的新销售培训模式,即传统培训与网络培训有效结合的一种新的选择一整合培训模式。 本文对培训需求分析中的三要素:组织分析、工作岗位分析、员工个体进行了创新综合系统定量分析。由于时间及空间的约束对调查范围进行了约束,尚需空间改进。
[Abstract]:After more than 50 years of development, China's automotive industry has developed from a single product to a variety of products. With the continuous improvement of the level of automobile products and manufacturing technology, many joint-venture brands have emerged successively. While these joint-venture brands bring advanced products and manufacturing processes from abroad into China, at the same time, they also gradually introduce advanced management concepts into China. The introduction of this concept must be achieved through efficient training. And the training model plays a vital role in the training. At present, our society has entered the era of knowledge economy, whether the core competitiveness of future enterprises can create the ability to learn faster than other enterprises. While the automobile training industry in China started relatively late, the real and systematic training was introduced into China by GM at the time of the founding of Shanghai General Motors in 1999. At first, most of them are traditional training models: with the rise and wide application of the network, C-leaning (classroom training) began to appear the training mode of E-leaning. In order to be invincible in the competitive market environment, it is urgent to establish a brand-new training mode to improve the dealer's operation ability. This paper combines the traditional training ideas such as the target level of training with the popular network training (E-Leaming) and hybrid four-level learning theory. Through searching books, papers, periodicals, reports and related documents at home and abroad through Internet and library system, this paper makes a full study of the research results of sales and training of automobile 4S dealers and the development of this industry. At the same time, in order to fully understand the true operation of the enterprise and obtain the first-hand information, take the A brand automobile company as an example, a lot of interviews were conducted and the sales position and curriculum of the dealer 4S store were analyzed. After carefully designed questionnaire to collect data, the advanced data statistical analysis software (SPSS) is used to deal with and statistics on the correlation between curriculum and position and other factors. According to the calculation results, combining the methods of comparative analysis, induction and deduction with the theoretical model, this paper expounds the correlation among various factors, and summarizes the reasons that affect the factors of sales training. Combined with the advanced, scientific and effective methods and management ideas at home and abroad, we have fully considered the characteristics of domestic enterprises to explore a new marketing training model that is in line with the enterprise itself. That is, the traditional training and network training is an effective combination of a new choice-integrated training model. In this paper, the three elements of training needs analysis: organizational analysis, job analysis, and employee individual innovation comprehensive system quantitative analysis. Due to the constraints of time and space, the scope of investigation needs to be improved.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.471
本文编号：2452576
[Abstract]:After more than 50 years of development, China's automotive industry has developed from a single product to a variety of products. With the continuous improvement of the level of automobile products and manufacturing technology, many joint-venture brands have emerged successively. While these joint-venture brands bring advanced products and manufacturing processes from abroad into China, at the same time, they also gradually introduce advanced management concepts into China. The introduction of this concept must be achieved through efficient training. And the training model plays a vital role in the training. At present, our society has entered the era of knowledge economy, whether the core competitiveness of future enterprises can create the ability to learn faster than other enterprises. While the automobile training industry in China started relatively late, the real and systematic training was introduced into China by GM at the time of the founding of Shanghai General Motors in 1999. At first, most of them are traditional training models: with the rise and wide application of the network, C-leaning (classroom training) began to appear the training mode of E-leaning. In order to be invincible in the competitive market environment, it is urgent to establish a brand-new training mode to improve the dealer's operation ability. This paper combines the traditional training ideas such as the target level of training with the popular network training (E-Leaming) and hybrid four-level learning theory. Through searching books, papers, periodicals, reports and related documents at home and abroad through Internet and library system, this paper makes a full study of the research results of sales and training of automobile 4S dealers and the development of this industry. At the same time, in order to fully understand the true operation of the enterprise and obtain the first-hand information, take the A brand automobile company as an example, a lot of interviews were conducted and the sales position and curriculum of the dealer 4S store were analyzed. After carefully designed questionnaire to collect data, the advanced data statistical analysis software (SPSS) is used to deal with and statistics on the correlation between curriculum and position and other factors. According to the calculation results, combining the methods of comparative analysis, induction and deduction with the theoretical model, this paper expounds the correlation among various factors, and summarizes the reasons that affect the factors of sales training. Combined with the advanced, scientific and effective methods and management ideas at home and abroad, we have fully considered the characteristics of domestic enterprises to explore a new marketing training model that is in line with the enterprise itself. That is, the traditional training and network training is an effective combination of a new choice-integrated training model. In this paper, the three elements of training needs analysis: organizational analysis, job analysis, and employee individual innovation comprehensive system quantitative analysis. Due to the constraints of time and space, the scope of investigation needs to be improved.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.471
【引证文献】
相关硕士学位论文 前4条
1 刘文旭;中国汽车销售市场中转售价格维持制度的福利分析[D];东北财经大学;2010年
2 田园;工业品销售类外资企业销售绩效提升研究[D];北京化工大学;2012年
3 刘培培;进口汽车销售培训需求分析与课程改进[D];上海外国语大学;2012年
4 杜绿叶;奥迪经销商售后培训模式研究[D];西北农林科技大学;2012年
，本文编号：2452576
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