A公司营销人员培训存在的问题及优化研究

【作者】 张艳；

【导师】 罗作汉；

【作者基本信息】 青岛大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 随着世界经济形势的快速发展,各行业之间的竞争越来越激烈,企业对员工的素质要求也越来越高,企业之间的竞争也逐渐上升为人才的竞争。而营销人员作为企业最重要的人才资源之一,尤其要受到企业的重视,而且现在越来越多的企业也逐渐认识到销售人才的重要性了,非常重视他们的综合素质的培养和提高。而培训恰好是企业培养人才的最有效和最直接的途径,所以公司也越来越重视企业的培训。A公司是一家以经营智能家电、数字变频、网络通讯等的研发、生产和销售的科技公司,本文通过分析A公司的营销培训现状,用问卷调查法和访谈法对公司的营销人员做了调研,对其营销人员的培训存在的问题进行了深入的调查和研究分析,找出公司存在的营销培训方面的问题,通过了解和探访到A公司的营销培训中存在的不少问题,本文根据相关理论对A公司的营销培训提出了改进和完善,应用PDCA循环培训流程来实施公司的营销培训过程,进一步提出了科学系统的培训体系和流程:培训需求的分析;培训计划的制定;培训内容的明确;培训讲师的选择;培训方法的改进;培训计划的实施;培训效果的评估,形成一套完整的营销培训体系,从而能够在一定程度上解决A公司在营销培训方面存在的问题,能为公司带来看得见的效益,增强企业在国内甚至国际的竞争优势。更多还原

【Abstract】 With the rapid development of world economy,the competition between industries is more and more intense,the enterprise has higher requirement for the quality of staff,the competition between the enterprises is gradually increased to talented person’s competition.As sales personnel as one of the most important human resource of enterprise,especially to be brought to the attention of the enterprise,now more and more enterprises also gradually realize the importance of sales personnel,and attach great importance to cultivate and improve their comprehensive qualities.And training happens to be the most effective and direct way for enterprises to cultivate talents,so the company attaches more importance to the training of enterprises.Company A is specialized in intelligent home appliances,digital frequency conversion,research,development,production and sales of network communications and so on.In this article,through analysis of company A’s marketing training status quo,using questionnaire survey method and interview method to do the research of company’s marketing staff,and find many problems.Based on the related theory,firm A’s marketing training is put forward to be improved and perfected to realize the application of PDCA cycle training process,and further put forward the scientific training system and process: training needs analysis,training plan formulation,training content clearly,the choice of training lecturer,training method improvement,the implementation of training plan,training effect evaluation,to form a complete set of marketing training system and can solve problems in the marketing training to a certain extent,can bring tangible benefits to the company,can enhance competitive advantage of enterprise in domestic and even international.更多还原