【作者】 万莉；

【导师】 金鑫；

【作者基本信息】 南京中医药大学 ， 卫生事业管理， 2008， 硕士

【摘要】 21世纪企业间的竞争说到底是人才的竞争,而员工培训是企业培养人才、增强核心竞争力最根本的途径。员工培训对于每一个企业来说,是一项长期的、战略性的任务。医药企业也不例外。随着医药市场竞争进一步白热化,精干的销售团队成为医药企业在激烈的竞争中取胜的法宝。就目前来说,国内医药企业营销人员的素质与企业要求还存在很大差距,这必将制约企业的发展。因此,只有加强对营销人员的培训,提高培训的有效性,不断培养和提升营销人员的素质和能力,才能使企业持续、健康地发展。而培训的有效性取决于“培训的是正确(切合需求)的内容”、“培训是正确的解决方案”以及“培训得到正确的实施”等三个因素。培训需求分析作为现代培训教育的首要与必经环节,在培训中发挥着基础性、指导性作用。实施培训需求分析就是要确保“培训的是正确(切合需求)的内容”。目前,国内文献对医药企业营销人员培训需求分析的研究主要集中在宏观理论上,而忽视了对实际操作工具和模型的研究。由于缺乏简单有效的需求分析工具,我国医药企业实施的员工培训往往忽略了需求分析。忽略需求分析,一方面导致培训内容不明,无助于解决技能短缺带来的绩效问题,无助于支持战略目标实现;另一方面也会造成培训的低效率,给后续培训带来负面影响。本文借助文献查阅等方法对国内医药企业的培训现状及培训需求分析存在的问题及原因进行深入探析,并以标杆医药企业辉瑞制药的培训需求分析体系为例,进行微观层面的案例分析,最后借鉴国内外关于培训需求分析模型的优势成果,构建适合我国医药企业的培训需求分析模型。笔者希望通过本模型的构建为国内医药企业提供具有可操作性的培训需求分析工具,帮助我国医药企业培训管理者准确识别有效的培训需求,从而使培训活动能够更具针对性和前瞻性。更多还原

【Abstract】 The competition of 21 century companies is talent. Training is the way to improve the levels of employee and strengthen the competition ability of companies. For each company, training is a mission which is long-term and strategic. The pharmaceutical enterprise is not exceptional.As medical market competition being further fierce, the keen-witted and capable selling group becomes the magic weapon that medical enterprises win keen competition. Nowadays there is a wide gap between the abilities of domestic pharmaceutical companies sales persons and the demands of the companies. The development of enterprise can be restricted by this situation. The only way of keeping the enterprise to develop continually and healthily is to strengen the training to marketing employee and validity of training , is continously to train and raise the abilities and qualities of sales persons.And the validity of training depends on three factors, such as " whether trains correct (suit the demand) content", " it is a correct solution to train "and " training can get correct implementation " etc. As modern training is primary and passing link, training needs analysis(TNA) play the role of basic, guidance in training. Implement TNA is to guarantee " train correct (suit the demand) content ". According to the literature, domestic sturdy of TNA about the medical enterprise’s marketing staff mainly concentrates on macro theories and has ignored the study on real operation tool and model. Because of lacking the simple and effective needs analysis tools, the staffs training that the medical enterprises of our country implemented has neglected the needs analysis. Neglecting the needs analysis, on one hand, can cause the training content to be unidentified, is helpless to solving the performance problem of the skill in short, helpless to support the strategic object come ture. On the other hand, it cause low-efficiency result in training and bring negative effect for follow-up training.This article deeply analyzes training present situation of domestic pharmaceutical enterprises and existing problem, reason on TNA by consulting literature method. Then this article takes TNA system of Pfizer as example, which is a top pole in pharmaceutical enterprise, from the real example analysis of the micro aspect. At last the article draws lessons from adavntage achievement on TNA model at home and aboard , builds the TNA model which suits domestic pharmaceutical enterprises. I hope that operating tools can be offered for domestic pharmaceutical enterprise by the model. Besides, the model proposed might help training administers of domestic pharmaceutical companies distinguish effective training needs and make training activities more specific and ahead of time.更多还原