DOC《南京林业大学》

南京林业大学 本科毕业设计(论文) 题目: 新形势下企业销售人员培训 ――以CP寿险公司H支公司为例 学院: 经济管理学院 专业: 工商管理 学号:

080503216 学生姓名: 汪洁指导教师: 陈益民 职称: 副教授 二O一二 年五月十四 日 新形势下企业销售人员培训 ―以CP寿险公司H支公司为例 摘要销售人员代表企业与客户直接接触,将企业产品推销给客户,可以说是企业获利能力高低的关键.

新形势下,企业更加重视销售人员的综合能力的培养,对销售人员的培训也趋向成熟.但总体来说,我国企业销售人员培训方面还是有缺陷.本文将以CP寿险公司H支公司为例,对企业销售人员的培训进行调查和研究,发现该公司培训的优势主要在于:企业文化和发展员工两个方面;

该公司培训存在的问题,主要有:缺乏有效的培训需求调查与分析、基础培训课程本身效果无人监管、衔接训练所需能力无法达成以及刚转正后业务人员对增员态度存在矛盾.本文得到的关于完善培训的建议是:贯彻落实激励机制、重视相关能力培训、结合培训需求调查方法的可行性和培训需求分析的多层面性来设计培训、替换培训者和替换监督者、清楚认识什么是真正的 会卖保险 、分班培训.希望可以给相关行业、企业带来启示. 关键词:培训;

销售人员;

需求分析 Analysis on the sales staff training in enterprises under the new situation Abstract Sales representative enterprises in direct contact with customers. They promote the products the enterprise made to customers. It can be said that sales are the key to decide whether the enterprise can gain profit. Under the new situation,enterprises pay more attention to the cultivation of comprehensive ability of sales staff. The sales staff training also tend to mature. But on the whole, the sales staff training in our country still has defects. I will take CP Insurance Company H branch for example. Through the enterprise sales staff training carried out investigation and research,I find out the company training in two prominent advantages: advantage in enterprise cultural and advantage in staff development.The four aspect problems in the company'

s training: The lack of effective training requirements investigation and analysis;

Basic training course itself effect unsupervised;

Link training required capacity cannot be reached and just after becoming a full member, business personnel to recruit attitudes exist contradictions. The advices that can improve training are: Implement the incentive mechanism;

Attach importance to ability training;

Combined with the training needs survey method and the feasibility of training needs analysis of multilayer surface to design training;

Replacement training and replacement supervisor;

A clear understanding of how to sell insurance;

Training in respectively. I hope it can bring related industries and enterprises enlightenment. Key words: Training ;

Sales staff;

Demand analysis 目录摘要IAbstract II 1前言

2 1.1研究的目的及意义

2 1.2国内外研究现状

2 1.2.1国外研究现状

2 1.2.2国内研究状况

3 1.3研究内容和方法

4 2 新形势下企业销售人员培训现状分析

4 2.1企业培训的相关概念

4 2.1.1企业培训的定义

4 2.1.2企业培训的种类

4 2.1.3企业培训的一般流程

5 2.1.4企业培训的体系建设

6 2.2企业培训需求分析

7 2.2.1培训需求分析的定义