电商企业销售人员培训与销售绩效的关系研究
发布时间：2018-12-14 22:38
【摘要】：目前学界对培训及绩效的关系已经有了较大的研究投入,同时对于新兴的电子商务领域企业特点、管理风格也存在一些成型的理论研究,但是在结合电商企业特点对培训与绩效关系的研究还存在学术空白点,针对这一点,本文在充分分析电商企业一线销售人员的构成及特点,并结合电商企业特性基础上,细分培训的各个影响因素在组织承诺度和工作满意度的中介作用下如何对销售的行为绩效和结果绩效产生影响。并结合研究结论,对电商企业管理者如何搭建培训体系,对不同的销售人员分别应当侧重哪些不同的培训方向提供指导性意见和建议,以期电商企业的培训体系的搭建和培训方案的设计实施能够更加的合理,培训的效果更加高效。本文通过对之前相关研究的梳理,分别对培训的前期调研、培训结果考核、培训的后期优化如何对电商企业一线销售的行为绩效和结果绩效产生何种影响进行讨论分析,并且在分析中引入工作本身满意度、薪酬满意度、晋升满意度、企业认同度、企业忠诚度作为中介变量研究其在培训对绩效的影响中是否产生中介作用以及产生什么样的中介作用。本文的研究样本有针对性的取自阿里巴巴、百度糯米等在我国有代表性的电子商务企业的一线销售人员,在对研究样本的有效性筛选及分类整理后搭建了研究模型,并利用结构方程式等科学统计分析手段,对样本模型进行分析研究,得出了以下结论:培训对绩效、培训对组织承诺度、工作满意度对绩效、组织承诺度对绩效均为显著性影响,而培训对工作满意度的显著性影响则是部分成立。这与人们的普遍感知基本一致,而对于培训的后期优化对薪酬、晋升满意度并不产生显著影响的原因,本文也在结合电商企业特点的前提下进行了详细的分析并给出了合理的解释。本文在做培训对绩效的影响研究时,引入了工作满意度和组织承诺度的双重中介变量的影响作用分析,这是本研究区别以往类似研究的一个创新点,这样的分析结果会更加全面,相对而言,其研究结果也更贴近实际情况,能够对电商企业管理者直接给出建设的意见,有助于电商企业管理者对培训体系的优化建设,以提高培训效率,带来更高的投入产出比。
[Abstract]:At present, there has been a great investment in the relationship between training and performance in academic circles. At the same time, there are some theoretical studies on the characteristics and management style of enterprises in the emerging field of electronic commerce. However, there are still academic gaps in the study of the relationship between training and performance in combination with the characteristics of e-commerce enterprises. In view of this, this paper fully analyzes the composition and characteristics of front-line salespeople in e-commerce enterprises, and combines the characteristics of e-commerce enterprises. How the influencing factors of subdivision training influence the behavior performance and result performance of sales under the intermediary of organizational commitment and job satisfaction. Combined with the conclusion of the research, it provides guidance and suggestions on how to set up the training system for the managers of e-commerce enterprises and which different training directions should be emphasized by different sales personnel. It is expected that the construction of training system and the design and implementation of training scheme can be more reasonable and more efficient. In this paper, by combing the previous related research, we discuss and analyze how the pre-training research, the training result evaluation, and how the optimization of the later stage of training affect the behavior performance and the result performance of e-commerce enterprises. And in the analysis of the introduction of job satisfaction, salary satisfaction, promotion satisfaction, corporate identity, As an intermediary variable, the enterprise loyalty is studied whether and what kind of intermediary effect it has in the influence of training on performance. The research samples in this paper are taken from Alibaba, Baidu glutinous rice and other representative front-line salespeople of e-commerce enterprises in our country. After screening and sorting out the validity of the research samples, the research model is built. By using the structural equation and other scientific statistical analysis methods, the sample model is analyzed and studied, and the following conclusions are drawn: training on performance, training on organizational commitment, job satisfaction on performance. Organizational commitment had a significant impact on performance, while training had a significant impact on job satisfaction. This is basically consistent with the general perception of people, and the reason that promotion satisfaction does not have a significant impact on pay for late optimization of training, This paper also gives a detailed analysis and reasonable explanation under the premise of combining the characteristics of ecommerce enterprises. In this paper, the impact of training on performance is analyzed by introducing the dual intermediary variables of job satisfaction and organizational commitment, which is an innovative point that distinguishes the previous similar studies. This kind of analysis result will be more comprehensive, relatively speaking, its research result is also closer to the actual situation, can give the construction opinion to the ecommerce enterprise manager directly, is helpful to the ecommerce enterprise manager to the training system optimization construction, In order to improve the efficiency of training, resulting in a higher ratio of input and output.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F724.6
本文编号：2379437
[Abstract]:At present, there has been a great investment in the relationship between training and performance in academic circles. At the same time, there are some theoretical studies on the characteristics and management style of enterprises in the emerging field of electronic commerce. However, there are still academic gaps in the study of the relationship between training and performance in combination with the characteristics of e-commerce enterprises. In view of this, this paper fully analyzes the composition and characteristics of front-line salespeople in e-commerce enterprises, and combines the characteristics of e-commerce enterprises. How the influencing factors of subdivision training influence the behavior performance and result performance of sales under the intermediary of organizational commitment and job satisfaction. Combined with the conclusion of the research, it provides guidance and suggestions on how to set up the training system for the managers of e-commerce enterprises and which different training directions should be emphasized by different sales personnel. It is expected that the construction of training system and the design and implementation of training scheme can be more reasonable and more efficient. In this paper, by combing the previous related research, we discuss and analyze how the pre-training research, the training result evaluation, and how the optimization of the later stage of training affect the behavior performance and the result performance of e-commerce enterprises. And in the analysis of the introduction of job satisfaction, salary satisfaction, promotion satisfaction, corporate identity, As an intermediary variable, the enterprise loyalty is studied whether and what kind of intermediary effect it has in the influence of training on performance. The research samples in this paper are taken from Alibaba, Baidu glutinous rice and other representative front-line salespeople of e-commerce enterprises in our country. After screening and sorting out the validity of the research samples, the research model is built. By using the structural equation and other scientific statistical analysis methods, the sample model is analyzed and studied, and the following conclusions are drawn: training on performance, training on organizational commitment, job satisfaction on performance. Organizational commitment had a significant impact on performance, while training had a significant impact on job satisfaction. This is basically consistent with the general perception of people, and the reason that promotion satisfaction does not have a significant impact on pay for late optimization of training, This paper also gives a detailed analysis and reasonable explanation under the premise of combining the characteristics of ecommerce enterprises. In this paper, the impact of training on performance is analyzed by introducing the dual intermediary variables of job satisfaction and organizational commitment, which is an innovative point that distinguishes the previous similar studies. This kind of analysis result will be more comprehensive, relatively speaking, its research result is also closer to the actual situation, can give the construction opinion to the ecommerce enterprise manager directly, is helpful to the ecommerce enterprise manager to the training system optimization construction, In order to improve the efficiency of training, resulting in a higher ratio of input and output.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F724.6
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