ZW公司销售人员培训问题及对策研究

发布时间：2018-04-27 07:38

本文选题：ZW服饰 + 人力资源管理　；参考：《北京交通大学》2017年硕士论文

【摘要】：随着电子商务的快速崛起,原有的商业模式渐渐发生改变,市场外部出口需求不断下滑、内部需求的增速难以提升,中国的服饰行业迎来了前所未有的竞争,企业的收益持续下降。再这样的情况下,企业都将研究的重点锁定为怎样快速将自身竞争力提升,同时将此作为赢得市场的根基,进而展开发展,争取到更多的市场份额,提升销售规模,从而获取较高利润。在这种背景下,企业针对销售人员的培训工作具有重要的意义,这关系到企业的生存和发展。销售工作者在服饰企业当中是需要与消费者面对面接触的员工,所以其所具备的综合素养及能力对于企业而言十分关键,其是不是在工作当中可以敏锐的发现消费的需求,对于企业的发展至关重要。因此,针对销售工作者展开业务培训,是当前企业破除发展瓶颈的最佳途径。本文选择企业销售人员培训问题及对策为研究对象,通过文献分析法对该课题的研究背景,国内外研究现状进行了总结和归纳,然后从相关概念出发,对本研究涉及到的基本概念,销售人员培训的相关概述,员工培训的理论基础进行了介绍,为后续的研究奠定理论基础。通过案例分析法,选择ZW服饰科技有限公司作为范例,先对ZW服饰科技有限公司销售人员培训概况进行阐述,包括ZW服饰科技有限公司的简介和ZW服饰科技有限公司销售人员培训概况介绍,重点找到其在培训销售工作者过程中存在的不足,并从四个方面对ZW服饰销售人员培训存在的问题以及原因分析,如缺乏完善的培训制度和机制、对销售人员培训的重视程度不足、培训组织者凭借自己的理解拟定培训内容、没有衡量培训效果的途径,进而将此作为依据,着重结合相关管理理论提出相应的改进意见及策略如下:建立严格的培训制度,进行培训需求分析,依据培训需求制定企业的培训计划,加强对销售人员培训的认识,将互联网时代的特征融入销售人员培训,将销售人员培训和人力资源其他模块结合。希望本文的研究能够为ZW服饰科技有限公司以及同领域的相关企业供应参考,同时为该领域的相关研究提供理论基础和借鉴。
[Abstract]:With the rapid rise of e-commerce, the original business model gradually changed, the external export demand of the market continued to decline, the growth rate of internal demand is difficult to improve, China's clothing industry ushered in unprecedented competition. Corporate earnings continue to fall. Under such circumstances, enterprises will focus their research on how to quickly enhance their competitiveness, and at the same time take this as the basis for winning the market, and then develop to gain more market share and increase the sales scale. In order to obtain higher profits. In this context, the training of sales personnel is of great significance, which is related to the survival and development of enterprises. Sales workers are employees who need to face to face contact with consumers in clothing enterprises. Therefore, their comprehensive literacy and ability are very critical to the enterprises. Is it possible that they can acutely discover the demand for consumption in their work? It is very important for the development of enterprises. Therefore, business training for sales workers is the best way to break the bottleneck. In this paper, the problems and countermeasures of the training of sales personnel in enterprises are selected as the research object, the research background of the subject is summarized and summarized through the literature analysis method, and then from the related concepts, the paper summarizes and summarizes the current research situation at home and abroad. The basic concepts of this study, the related overview of sales personnel training, the theoretical basis of staff training are introduced, which will lay a theoretical foundation for further research. Through the case analysis, ZW clothing Technology Co., Ltd. is selected as an example to explain the general situation of sales personnel training of ZW clothing Technology Co., Ltd. Including the brief introduction of ZW clothing Technology Co., Ltd. And the training fact sheet of sales personnel of ZW Apparel Technology Co., Ltd., focusing on finding its shortcomings in the process of training sales workers. And from four aspects of ZW clothing sales personnel training problems and reasons, such as the lack of a sound training system and mechanism, insufficient attention to the training of sales personnel, training organizers with their own understanding of the development of training content, There is no way to measure the effect of training, and then take this as the basis, focusing on the relevant management theory to put forward the corresponding suggestions and strategies as follows: to establish a strict training system, training needs analysis, According to the training demand, we should make the training plan of the enterprise, strengthen the understanding of the training of the sales personnel, integrate the characteristics of the Internet era into the training of the sales personnel, and combine the training of the sales personnel with other modules of the human resources. It is hoped that the research in this paper can provide reference for ZW clothing Technology Co., Ltd and related enterprises in the same field, and also provide theoretical basis and reference for the relevant research in this field.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92;F426.86

【参考文献】