RM医药公司销售人员培训优化研究

发布时间：2018-01-16 14:06

本文关键词：RM医药公司销售人员培训优化研究　出处：《山东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国药品零售行业市场的迅速发展,行业内部企业之间的竞争日趋激烈。近三年来,药品零售市场的连锁经营率不断提高,以资本为导向的企业兼并日趋显著,大型药品零售企业占据了越来越大的市场份额,中小型药品零售企业面临着严峻的生存压力和人才危机。培训是中小型药品零售企业培养和获取人才的重要渠道,也是提升企业竞争力的重要方法,更是企业员工实现自我发展的重要手段。销售人员作为中小型药品零售企业员工组成的核心部分,对其进行有效的培训直接影响到企业经营业绩的优劣,关系企业成长和发展。因此,通过构建优化的销售人员培训体系,实现销售人员的知识更新和技能提升,促进培训效果的转化和发挥,为企业培养和提供更多优秀的销售人才,已经成为企业人力资源开发要解决的重要问题。本文通过选取RM医药公司销售人员培训作为研究对象,以国内外人力资源培训理论和应用研究为基础,使用文献检索、问卷调查访谈、统计分析等方法,应用柯氏四层评估模型,对RM医药公司现有的销售人员培训体系进行了分析、研究、评估。发现了该公司现有销售人员培训体系中存在的培训需求分析失准、培训组织工作不力、培训资源投入不足、培训缺乏有效评估、培训成果缺少转化渠道的问题,并对问题产生的原因进行了分析。进而在此基础上,对RM医药公司现有的销售人员培训体系进行了优化,通过总体优化设计,分别针对培训组织、培训流程、培训资源、培训评估、培训成果转化五个方面提出了具体的优化措施。根据该公司培训的实际,构建了较为完善、高效、优化的销售人员培训体系,并提出从企业战略的高度重视培训、建立培训管理制度、完善培训绩效考核激励、帮助员工规划职业生涯发展、构建鼓励学习创新的企业文化,共五项措施,保障优化后的销售人员培训体系在企业经营管理中更加有效的实施应用。本文力图通过对RM医药公司案例的研究,探索中小型药品零售企业销售人员培训体系优化、改进的方法,并能够为其它中小型药品零售企业提供借鉴经验。
[Abstract]:With the rapid development of drug retail market in China, the competition among enterprises is becoming more and more fierce. In the past three years, the chain operation rate of drug retail market has been increasing. Capital-oriented mergers and acquisitions are becoming more and more obvious, and large pharmaceutical retail enterprises occupy more and more market share. Small and medium-sized pharmaceutical retail enterprises are facing severe survival pressure and talent crisis. Training is an important channel for small and medium-sized pharmaceutical retail enterprises to cultivate and obtain talents, and also an important method to enhance the competitiveness of enterprises. As the core part of the staff of small and medium-sized pharmaceutical retail enterprises, effective training directly affects the performance of enterprises. Therefore, through the construction of an optimized training system for sales personnel, the knowledge and skills of sales personnel can be updated and enhanced, and the training effect will be transformed and brought into play. Training and providing more excellent sales personnel for enterprises has become an important problem to be solved in the development of human resources. This paper selected RM pharmaceutical company sales personnel training as the research object. On the basis of human resource training theory and application research at home and abroad, using literature retrieval, questionnaire interviews, statistical analysis and other methods, the application of the four-layer evaluation model. This paper analyzes, studies and evaluates the existing training system of sales personnel in RM Pharmaceutical Company. It finds that the training needs analysis in the existing sales personnel training system of RM Pharmaceutical Company is inaccurate and the training organization is not good at work. The problem of insufficient investment of training resources, lack of effective evaluation of training, lack of channels for the transformation of training results, and analysis of the causes of the problems, and then on this basis. RM pharmaceutical company to optimize the existing sales personnel training system, through the overall optimization design, respectively for the training organization, training process, training resources, training evaluation. According to the training practice of the company, a more perfect, efficient and optimized sales personnel training system is constructed. And put forward from the enterprise strategy to attach great importance to training, establish training management system, improve the training performance appraisal incentive, help employees to plan their career development, build the corporate culture to encourage learning and innovation, a total of five measures. Ensure that the optimized sales personnel training system in the enterprise management more effective implementation of the application. This paper attempts to RM pharmaceutical company through the case study. This paper explores how to optimize and improve the training system of sales personnel in small and medium-sized pharmaceutical retail enterprises, and can provide reference experience for other small and medium-sized pharmaceutical retail enterprises.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92;F721

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