本文關(guān)鍵詞：RM醫(yī)藥公司銷售人員培訓(xùn)優(yōu)化研究　出處：《山東師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著我國(guó)藥品零售行業(yè)市場(chǎng)的迅速發(fā)展,行業(yè)內(nèi)部企業(yè)之間的競(jìng)爭(zhēng)日趨激烈。近三年來,藥品零售市場(chǎng)的連鎖經(jīng)營(yíng)率不斷提高,以資本為導(dǎo)向的企業(yè)兼并日趨顯著,大型藥品零售企業(yè)占據(jù)了越來越大的市場(chǎng)份額,中小型藥品零售企業(yè)面臨著嚴(yán)峻的生存壓力和人才危機(jī)。培訓(xùn)是中小型藥品零售企業(yè)培養(yǎng)和獲取人才的重要渠道,也是提升企業(yè)競(jìng)爭(zhēng)力的重要方法,更是企業(yè)員工實(shí)現(xiàn)自我發(fā)展的重要手段。銷售人員作為中小型藥品零售企業(yè)員工組成的核心部分,對(duì)其進(jìn)行有效的培訓(xùn)直接影響到企業(yè)經(jīng)營(yíng)業(yè)績(jī)的優(yōu)劣,關(guān)系企業(yè)成長(zhǎng)和發(fā)展。因此,通過構(gòu)建優(yōu)化的銷售人員培訓(xùn)體系,實(shí)現(xiàn)銷售人員的知識(shí)更新和技能提升,促進(jìn)培訓(xùn)效果的轉(zhuǎn)化和發(fā)揮,為企業(yè)培養(yǎng)和提供更多優(yōu)秀的銷售人才,已經(jīng)成為企業(yè)人力資源開發(fā)要解決的重要問題。本文通過選取RM醫(yī)藥公司銷售人員培訓(xùn)作為研究對(duì)象,以國(guó)內(nèi)外人力資源培訓(xùn)理論和應(yīng)用研究為基礎(chǔ),使用文獻(xiàn)檢索、問卷調(diào)查訪談、統(tǒng)計(jì)分析等方法,應(yīng)用柯氏四層評(píng)估模型,對(duì)RM醫(yī)藥公司現(xiàn)有的銷售人員培訓(xùn)體系進(jìn)行了分析、研究、評(píng)估。發(fā)現(xiàn)了該公司現(xiàn)有銷售人員培訓(xùn)體系中存在的培訓(xùn)需求分析失準(zhǔn)、培訓(xùn)組織工作不力、培訓(xùn)資源投入不足、培訓(xùn)缺乏有效評(píng)估、培訓(xùn)成果缺少轉(zhuǎn)化渠道的問題,并對(duì)問題產(chǎn)生的原因進(jìn)行了分析。進(jìn)而在此基礎(chǔ)上,對(duì)RM醫(yī)藥公司現(xiàn)有的銷售人員培訓(xùn)體系進(jìn)行了優(yōu)化,通過總體優(yōu)化設(shè)計(jì),分別針對(duì)培訓(xùn)組織、培訓(xùn)流程、培訓(xùn)資源、培訓(xùn)評(píng)估、培訓(xùn)成果轉(zhuǎn)化五個(gè)方面提出了具體的優(yōu)化措施。根據(jù)該公司培訓(xùn)的實(shí)際,構(gòu)建了較為完善、高效、優(yōu)化的銷售人員培訓(xùn)體系,并提出從企業(yè)戰(zhàn)略的高度重視培訓(xùn)、建立培訓(xùn)管理制度、完善培訓(xùn)績(jī)效考核激勵(lì)、幫助員工規(guī)劃職業(yè)生涯發(fā)展、構(gòu)建鼓勵(lì)學(xué)習(xí)創(chuàng)新的企業(yè)文化,共五項(xiàng)措施,保障優(yōu)化后的銷售人員培訓(xùn)體系在企業(yè)經(jīng)營(yíng)管理中更加有效的實(shí)施應(yīng)用。本文力圖通過對(duì)RM醫(yī)藥公司案例的研究,探索中小型藥品零售企業(yè)銷售人員培訓(xùn)體系優(yōu)化、改進(jìn)的方法,并能夠?yàn)槠渌行⌒退幤妨闶燮髽I(yè)提供借鑒經(jīng)驗(yàn)。
[Abstract]:With the rapid development of drug retail market in China, the competition among enterprises is becoming more and more fierce. In the past three years, the chain operation rate of drug retail market has been increasing. Capital-oriented mergers and acquisitions are becoming more and more obvious, and large pharmaceutical retail enterprises occupy more and more market share. Small and medium-sized pharmaceutical retail enterprises are facing severe survival pressure and talent crisis. Training is an important channel for small and medium-sized pharmaceutical retail enterprises to cultivate and obtain talents, and also an important method to enhance the competitiveness of enterprises. As the core part of the staff of small and medium-sized pharmaceutical retail enterprises, effective training directly affects the performance of enterprises. Therefore, through the construction of an optimized training system for sales personnel, the knowledge and skills of sales personnel can be updated and enhanced, and the training effect will be transformed and brought into play. Training and providing more excellent sales personnel for enterprises has become an important problem to be solved in the development of human resources. This paper selected RM pharmaceutical company sales personnel training as the research object. On the basis of human resource training theory and application research at home and abroad, using literature retrieval, questionnaire interviews, statistical analysis and other methods, the application of the four-layer evaluation model. This paper analyzes, studies and evaluates the existing training system of sales personnel in RM Pharmaceutical Company. It finds that the training needs analysis in the existing sales personnel training system of RM Pharmaceutical Company is inaccurate and the training organization is not good at work. The problem of insufficient investment of training resources, lack of effective evaluation of training, lack of channels for the transformation of training results, and analysis of the causes of the problems, and then on this basis. RM pharmaceutical company to optimize the existing sales personnel training system, through the overall optimization design, respectively for the training organization, training process, training resources, training evaluation. According to the training practice of the company, a more perfect, efficient and optimized sales personnel training system is constructed. And put forward from the enterprise strategy to attach great importance to training, establish training management system, improve the training performance appraisal incentive, help employees to plan their career development, build the corporate culture to encourage learning and innovation, a total of five measures. Ensure that the optimized sales personnel training system in the enterprise management more effective implementation of the application. This paper attempts to RM pharmaceutical company through the case study. This paper explores how to optimize and improve the training system of sales personnel in small and medium-sized pharmaceutical retail enterprises, and can provide reference experience for other small and medium-sized pharmaceutical retail enterprises.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F272.92;F721

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