一汽—大众公司大众品牌经销商培训体系优化研究

发布时间：2018-01-05 11:04

本文关键词：一汽—大众公司大众品牌经销商培训体系优化研究　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国汽车行业经过近六十年的发展，汽车产品已经由单一的中重型载货汽车发展到货车、客车、家用轿车等多种品种，汽车行业取得了长足的发展和进步，汽车产品和制造技术水平不断提高，形成了一汽、东风、上汽、长安等大型国内汽车集团。2013年全年,国内乘用车销量已超过1700万辆，其中一汽-大众大众品牌销量为110万，奥迪品牌销量为40万，公司总体销量已突破150万辆，位居汽车行业的第二位。在注重客户体验，品牌溢价能力显著的汽车销售服务行业，培训业务在汽车行业的作用尤为突出，先进的管理理念需要贯穿产业链的上游（零配件供应商）及下游（汽车经销商），尤其是汽车经销商销售服务管理理念的树立，更是汽车厂商塑造整体品牌体检的一个重要组成部分，因为消费者对于汽车品牌价值的认知、认同，需要由专业的经销商销售服务人员进行最直接的传递,进行第一手的传递；而经销商的汽车销售服务人员对于汽车品牌的认同、标准销售及服务流程、汽车诊断维修技术的掌握都需要通过高质量的培训来实现，这就决定了在汽车市场竞争日趋激烈的今天，经销商销售服务员工的素质毫无疑问地成为了影响汽车销售服务企业成败的关键因素之一。目前中国社会已经进入知识经济的时代，未来汽车企业的核心竞争力在于汽车专业人才的培养，在专业人才普遍难以从外部获得的情况下，只有依靠自身的培训才可以为企业培养高素质的人才，培训已经成为汽车企业体系能力建设中不可或缺的重要组成。一汽-大众一贯重视经销商培训工作，把培训视为体系能力以及影响可持续发展的关键因素。卓有成效的培训既能为广大经销商合作伙伴的事业发展提供源源不断的人才支撑，又能培养员工本人职业发展所必需的技能和理念。对于培训工作要坚持不懈地高效推进，这在一汽-大众内部已经形成了共识。正是在这种考量下，一汽-大众坚定不移地推进经销商培训体系的建设，毫无懈怠地致力于培训师队伍的培养，创新培训理念，转变培训方式，以实现培训能力系统性的提升。本文通过图表分析及案例剖析，解析了大众品牌经销商培训体系的现状，剖析了现行培训体系的优点和劣势，并针对现有培训体系所存在的问题，分项目地提出了培训体系的优化研究方案，力图打造基于经销商网络数量发展及岗位能力模型的优质、高效的培训体系平台，切实地提升经销商的业务素质与管理能力，为一汽-大众公司实现“2020战略”提供了培训业务方面的战略助力，，对整个汽车厂商培训行业的发展有着借鉴、参考作用。
[Abstract]:After nearly 60 years of development, automobile products have been developed from a single medium and heavy duty truck to a variety of vehicles, passenger cars, household cars, and so on. The automobile industry has made great progress. The level of automobile products and manufacturing technology has been improved, forming FAW, Dongfeng, SAIC, Changan and other large domestic auto groups. In 2013, domestic passenger car sales have exceeded 17 million. FAW-Volkswagen VW sold 1.1 million and Audi sold 400,000, with total sales of more than 1.5 million vehicles, the second largest in the auto industry. In the automotive sales service industry, where the customer experience and brand premium ability are significant, the role of training business is particularly prominent in the automotive industry. Advanced management concept needs to run through the upstream of the industrial chain (parts suppliers) and downstream (car dealers, especially automobile dealers sales service management concept of setting up. It is also an important part of automobile manufacturers to shape the overall brand physical examination, because the recognition and recognition of the brand value of the consumers need the most direct transmission by the professional dealer sales service personnel. Carry on the first hand transmission; The dealer's automobile sales service personnel to the automobile brand identification, the standard sales and service flow, the automobile diagnostics maintenance technology master all needs through the high quality training to realize. This determines the increasingly fierce competition in the automobile market today, the quality of dealer sales service staff has undoubtedly become one of the key factors affecting the success or failure of automobile sales service enterprises. At present, Chinese society has entered the era of knowledge economy. The core competitiveness of future automobile enterprises lies in the cultivation of automotive professionals, which is generally difficult to obtain from outside. Only rely on their own training can train high-quality personnel for enterprises, training has become an indispensable component of the capacity building of automotive enterprise system. FAW-VW has always attached importance to dealer training. The training is regarded as the system ability and the key factor which affects the sustainable development. The effective training can not only provide the continuous talent support for the business development of the broad reseller partner. It is under this consideration that we can develop the skills and concepts necessary for the staff's own career development. It is under this consideration that the training work should be promoted persistently and efficiently, which has formed a consensus within FAW-VW. FAW-VW unswervingly promotes the construction of dealer training system, devotes itself to the training of trainers, innovates the training idea and transforms the training method, so as to realize the systematic improvement of training ability. This paper analyzes the current situation of the mass brand dealer training system, analyzes the advantages and disadvantages of the current training system, and aims at the problems existing in the existing training system. In order to create a high-quality and efficient training system platform based on the quantity development of dealer network and post ability model, this paper puts forward the optimization research program of training system. Effectively improve the dealer's business quality and management ability, for FAW-Volkswagen to achieve the "2020 Strategy" to provide training business strategic assistance. For the development of the entire automobile manufacturer training industry has the reference, the reference function.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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