【作者】 张云；

【导师】 景涛；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2018， 硕士

【副题名】以《有效沟通》课程为例

【摘要】 伴随着我国经济与社会的发展,汽车作为消费品走进了越来越多百姓的家庭。汽车产业在这一过程中也得到了充分的发展,同时也带动了上下游相关产业的发展,对国家的GDP增长起到了积极的促进作用。一汽-大众作为领跑国内汽车市场的大型汽车企业,始终坚持将“成为中国最优秀的汽车企业,员工和伙伴心中最具活力的公司”为企业愿景。随着中国汽车市场的蓬勃发展,一汽-大众在近几年取得了飞速的发展,从2011年年产销双双突破百万量,到2017年突破200万辆大关,仅仅用了6年时间。在2014年,一汽-大众更是提出了宏伟的“2020战略”,规划在2020年产销目标奖突破300万辆。为支撑这一宏伟目标的实现,离不开经销商伙伴的鼎力支持。作为一汽-大众重要合作伙伴的经销商,提升其能力并确保其质量是至关重要的。一汽-大众大众品牌培训部作为品牌经销商网络内经销商人员销售服务能力提升的重要职能部门,在其中发挥着重要的作用。为适应经销商网络日益增长和丰富的培训需求,大众品牌培训部在近年内进行了人员的快速扩充,从11年的仅有不足20人发展到目前近70人,培训职能实现了经销商售前售后各个关键岗位的覆盖。伴随着培训业务快速发展,也暴露出了一系列的问题,较为突出的有:第一,培训课程陈旧,多数是10年以前的老课程,与当下的汽车市场脱节,亟需更新;第二,在内部进行的新课程开发过程中,由于缺乏对培训对象充分的需求分析,课程设计过程粗糙,缺乏精心设计,往往所开发的课程质量不够理想,新课程应用效果收效甚微。第三,由于缺乏统一规范的课程开发流程,导致课程开发成果五花八门,课程质量缺乏可靠性和稳定性。因此,有必要对现有培训课程开发流程进行规范梳理,这将有助于保证培训课程质量,有助于经销商网络质量提升,有助于支撑公司300万辆销售能力的经销商网络实现。本次基于ADDIE模型的培训课程建设将会是一次具有现实意义的研究。本文主要研究内容为:将ADDIE模型这一经典的教学设计理论运用于一汽-大众企业培训课程建设当中,以解决当前一汽-大众企业培训课程与经销商实际能力提升需求不匹配,培训质量难以达到经销商期望,培训课程实施缺乏统一规范等问题。同时,结合一汽-大众服务顾问《有效沟通》课程建设的实例,研究规范一汽-大众企业培训课程建设的标准化流程。本研究的现实意义体现在:1、本研究为一汽-大众公司提供了一个完整的培训课程包,为一汽-大众企业培训提供了有效的学习指导,因此是一项具有实际意义的研究;2、本研究为一汽-大众公司提供了规范和具有指导意义的企业培训课程设计开发规范,有助于一汽-大众公司开发和积累更多符合公司实际的课程,因此,是对一汽-大众公司企业培训具有一定的指导意义的研究。更多还原

【Abstract】 With the economic and social development of our country,automobiles have entered more and more people’s families as consumer goods.The automobile industry has also been fully developed in this process,and it has also promoted the development of upstream and downstream related industries,which has played a positive role in promoting the GDP growth of the country.FAW-VW as the market leader in auto enterprise,always adhere to " The best car industry in China,the most dynamic company in our employees and partners”.With the rapid development of Chinese automobile market,FAW Volkswagen has achieved rapid development in recent years,from the 2011 annual sales exceeded one million,to 2017 annual sales reached two million vehicles.In 2014,FAW-VW is made a grand "2020" strategy,planning in 2020 the sales target of 3 million vehicles.To support the achievement of this goal,it is essential that the distributor of vital partners,as one of the most important partners,develop its capability and ensure its weight is critical.Faw-volkswagen brand training department plays an important role in the promotion of sales service ability of dealers in the network.In order to adapt to the growing network of distributors and rich training needs,training department had a rapid expansion of personnel in recent years,from only less than 20 in 2011 to the current nearly 70 people,the training function covers the key positions of each dealer.Along with the rapid development of training business,also exposed a series of problems,the follows are more prominent:First,most of the old curriculum training courses are 10 years ago,out of touch with the current automobile market,need to update;Second,in the development process of the new curriculum,due to lack of demand analysis,curriculum design process is rough,the development of the course quality is not high,the application effect is not good.Third,due to the lack of unified curriculum development process,resulting in all kinds of curriculum development achievements,lack of reliability and stability of curriculum quality.Therefore,it is necessary to standardize the existing training course development process,which will help to ensure the quality of training programs,to help dealers to promote network quality,can help support the ability for 3 million car sales.This will develop training courses based on the ADDIE model is a realistic research.The main content of this paper is as follows: the teaching design theory of ADDIE model used in the training curriculum development,in order to solve the current training courses and enhance the ability of the actual dealer does not match the demand,the training quality is not high,the lack of standardized implementation of training courses.At the same time,combined with the example of the FAW-VW service consultants ”effective communication” curriculum construction,designing the standard process for training curriculum development.The significance of this research: first,this study provides a complete training package for the FAW-VW Company,to provide effective learning guidance for the FAW-VW enterprise training,so it is a meaningful research;second,the research for the FAW-VW provides normative and instructive guiding of the Training course design,contribute to the development of FAW Volkswagen and accumulated more practical courses,therefore,research has certain guiding significance to the FAW-VW Company training.更多还原