品牌汽车4S店销售培训模式研究

发布时间：2018-05-15 06:35

本文选题：品牌汽车4S店 + 销售培训　；参考：《昆明理工大学》2015年硕士论文

【摘要】：中国汽车工业经过了六十多年的发展,在提升经销商的营运能力方面产生不同的培训模式。作者在品牌汽车主机厂K旗下的某4S店工作多年,在写作论文期间走访了K某销售大区下多个分区的不同4S店,以约访、正式调查问卷、非正式访谈等多种形式,收集来自销售一线的关于销售课程编排、参与销售课程培训的人员成分等真实数据,结合当下相关书籍、论文、报刊等对品牌汽车4S店发展现状的理论研究结果,在比较了传统的教室培训模式与现今流行的网络培训模式进行了优势与劣势的对比分析,利用SPSS分析软件对比分析年龄、性别、职务、学历、课程等等数据的相关性,联系到我国品牌汽车4S店的实际经营及员工素质的特点,提出了一种行之更为有效的销售培训模式—集合式培训。笔者通过对销售部门组成、组织架构、销售人员的学历、年龄、性别、职务等的量化分析来推出培训需求。本文及作者个人还有提升空间,今后会多多研究学习国内国外关于销售培训的文献资料,为这项工作的做好多多努力。
[Abstract]:After more than 60 years of development, China's auto industry has produced different training models in improving dealers' operating capacity. The author has been working for many years in a 4S store under K's brand automobile mainframe factory. During the writing of his thesis, he visited different 4S stores in several districts under a certain sales area of K, in order to make an appointment, a formal questionnaire, an informal interview, and so on. Collecting real data from the sales line on the arrangement of sales courses, the personnel composition of the training courses, and combining the theoretical research results of the current relevant books, papers, newspapers and periodicals on the current development situation of the brand car 4S stores, This paper compares the advantages and disadvantages between the traditional classroom training model and the current popular network training model, and analyzes the correlation of age, gender, job, education, curriculum and so on by using SPSS software. According to the characteristics of the management and staff quality of our brand car 4S store, a more effective sales training mode, collective training, is put forward. The author introduces the training demand through quantitative analysis of sales department composition, organizational structure, sales staff's education, age, gender, position, etc. This article and the author personally also have the promotion space, will study the domestic and foreign literature about the sales training in the future, will do a lot of hard work for this work.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F272.92

【参考文献】