【摘要】： 中國汽車工業(yè)經(jīng)過了五十多年的發(fā)展后,產(chǎn)品從單一發(fā)展到多種品種;汽車產(chǎn)品和制造技術(shù)水平不斷提高,先后涌現(xiàn)出許多合資品牌,這些合資品牌把國外的先進(jìn)的產(chǎn)品及制造工藝帶入中國的同時,又把先進(jìn)的管理理念也逐步引入中國,這種理念的導(dǎo)入必然要通過高效的培訓(xùn)得以實(shí)現(xiàn)。而培訓(xùn)模式對培訓(xùn)又起到至關(guān)重要的作用。目前我們的社會進(jìn)入知識經(jīng)濟(jì)的時代,未來企業(yè)的核心競爭力就是否能夠創(chuàng)造出比別的企業(yè)學(xué)習(xí)更快的能力。而中國的汽車培訓(xùn)行業(yè)起步較晚,真正系統(tǒng)的培訓(xùn)是在99年上海通用成立之際,由通用引入中國,一開始也大多是傳統(tǒng)的培訓(xùn)模式:C—leaning(教室培訓(xùn))隨著網(wǎng)絡(luò)的興起與廣泛應(yīng)用,開始出現(xiàn)了E—leaning的培訓(xùn)方式。為了能在激烈競爭的市場環(huán)境下立于不敗之地,迫切需要建立一種嶄新的培訓(xùn)模式,來提升經(jīng)銷商的營運(yùn)能力。 本文通過對傳統(tǒng)意義上的培訓(xùn)理念如培訓(xùn)目標(biāo)層次,與當(dāng)今流行的網(wǎng)絡(luò)培訓(xùn)(E-Leaming)、混合式四層次學(xué)習(xí)理論有機(jī)結(jié)合。通過互聯(lián)網(wǎng)和圖書館系統(tǒng)查詢國內(nèi)外圖書、論文、期刊、報告、以及相關(guān)文獻(xiàn)等,充分研究了汽車4S經(jīng)銷商銷售培訓(xùn)他人研究成果和本行業(yè)發(fā)展?fàn)顩r。同時為了充分了解企業(yè)的真正運(yùn)行狀況,獲取第一手資料,以A品牌汽車公司為例,進(jìn)行了實(shí)地巡訪,進(jìn)行了大量的訪談并分析了經(jīng)銷商4S店的銷售崗位與課程設(shè)置情況。經(jīng)過精心設(shè)計的調(diào)查問卷來收集數(shù)據(jù),同時利用先進(jìn)的數(shù)據(jù)統(tǒng)計分析軟件(SPSS)對課程與崗位的相關(guān)度等各類因素進(jìn)行處理和統(tǒng)計。根據(jù)計算結(jié)果,運(yùn)用對比分析、歸納演繹等方法與理論模型相結(jié)合,闡述各類因素之間的相關(guān)性,總結(jié)影響銷售培訓(xùn)各因素產(chǎn)生的原因。再結(jié)合國內(nèi)外先進(jìn)、科學(xué)有效的方法和管理理念充分考慮了國內(nèi)企業(yè)自身特點(diǎn),來探尋符合企業(yè)自身的新銷售培訓(xùn)模式,即傳統(tǒng)培訓(xùn)與網(wǎng)絡(luò)培訓(xùn)有效結(jié)合的一種新的選擇一整合培訓(xùn)模式。 本文對培訓(xùn)需求分析中的三要素:組織分析、工作崗位分析、員工個體進(jìn)行了創(chuàng)新綜合系統(tǒng)定量分析。由于時間及空間的約束對調(diào)查范圍進(jìn)行了約束,尚需空間改進(jìn)。
[Abstract]:After more than 50 years of development, China's automotive industry has developed from a single product to a variety of products. With the continuous improvement of the level of automobile products and manufacturing technology, many joint-venture brands have emerged successively. While these joint-venture brands bring advanced products and manufacturing processes from abroad into China, at the same time, they also gradually introduce advanced management concepts into China. The introduction of this concept must be achieved through efficient training. And the training model plays a vital role in the training. At present, our society has entered the era of knowledge economy, whether the core competitiveness of future enterprises can create the ability to learn faster than other enterprises. While the automobile training industry in China started relatively late, the real and systematic training was introduced into China by GM at the time of the founding of Shanghai General Motors in 1999. At first, most of them are traditional training models: with the rise and wide application of the network, C-leaning (classroom training) began to appear the training mode of E-leaning. In order to be invincible in the competitive market environment, it is urgent to establish a brand-new training mode to improve the dealer's operation ability. This paper combines the traditional training ideas such as the target level of training with the popular network training (E-Leaming) and hybrid four-level learning theory. Through searching books, papers, periodicals, reports and related documents at home and abroad through Internet and library system, this paper makes a full study of the research results of sales and training of automobile 4S dealers and the development of this industry. At the same time, in order to fully understand the true operation of the enterprise and obtain the first-hand information, take the A brand automobile company as an example, a lot of interviews were conducted and the sales position and curriculum of the dealer 4S store were analyzed. After carefully designed questionnaire to collect data, the advanced data statistical analysis software (SPSS) is used to deal with and statistics on the correlation between curriculum and position and other factors. According to the calculation results, combining the methods of comparative analysis, induction and deduction with the theoretical model, this paper expounds the correlation among various factors, and summarizes the reasons that affect the factors of sales training. Combined with the advanced, scientific and effective methods and management ideas at home and abroad, we have fully considered the characteristics of domestic enterprises to explore a new marketing training model that is in line with the enterprise itself. That is, the traditional training and network training is an effective combination of a new choice-integrated training model. In this paper, the three elements of training needs analysis: organizational analysis, job analysis, and employee individual innovation comprehensive system quantitative analysis. Due to the constraints of time and space, the scope of investigation needs to be improved.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F426.471

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 劉文旭;中國汽車銷售市場中轉(zhuǎn)售價格維持制度的福利分析[D];東北財經(jīng)大學(xué);2010年

2 田園;工業(yè)品銷售類外資企業(yè)銷售績效提升研究[D];北京化工大學(xué);2012年

3 劉培培;進(jìn)口汽車銷售培訓(xùn)需求分析與課程改進(jìn)[D];上海外國語大學(xué);2012年

4 杜綠葉;奧迪經(jīng)銷商售后培訓(xùn)模式研究[D];西北農(nóng)林科技大學(xué);2012年

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本文編號：2452576