本文選題：績效技術(shù) + 銷售人員��； 參考：《廣西大學(xué)》2017年碩士論文

【摘要】：近年來中國制藥行業(yè)雖發(fā)展迅速但是形勢(shì)卻越來越嚴(yán)峻,究其原因其一對(duì)于外資制藥實(shí)行招標(biāo)、二次議價(jià);其二國產(chǎn)仿制藥品以低價(jià)惡性競(jìng)爭(zhēng)、原研進(jìn)口產(chǎn)品的同質(zhì)化等都阻礙了外資制藥企業(yè)持續(xù)獲得市場(chǎng)份額。制藥公司要突破這種困境,培養(yǎng)高素質(zhì)的銷售人才是最重要的,銷售人員不僅銷售產(chǎn)品也應(yīng)當(dāng)清晰傳遞給客戶產(chǎn)品獨(dú)特的信息及帶給患者和臨床的價(jià)值,從而提升其產(chǎn)品的核心競(jìng)爭(zhēng)力。目前B制藥企業(yè)華東分公司銷售人員招聘獲取費(fèi)用極高,客戶拜訪能力欠佳且流動(dòng)性頗高。然而B制藥企業(yè)華東分公司目前的培訓(xùn)體系缺乏系統(tǒng),沒有培訓(xùn)需求的調(diào)研、課程內(nèi)容單一不能覆蓋銷售人員、小區(qū)經(jīng)理、大區(qū)經(jīng)理,缺失培訓(xùn)后的跟進(jìn)和反饋。所以B制藥企業(yè)華東分公司急需構(gòu)建一套完善的銷售人員培訓(xùn)體系有針對(duì)性地培養(yǎng)銷售人員以滿足B制藥企業(yè)華東分公司戰(zhàn)略發(fā)展對(duì)人才的需求。本文在總結(jié)相關(guān)文獻(xiàn)基礎(chǔ)上,分析了 B制藥企業(yè)華東分公司銷售人員培訓(xùn)體系現(xiàn)狀,采用績效技術(shù)模型及多種研究方法相結(jié)合的方式對(duì)B制藥企業(yè)華東分公司銷售人員培訓(xùn)體系展開改進(jìn)研究。首先,基于人才九宮圖結(jié)合銷售人員能力模型進(jìn)行問卷調(diào)研和訪談以了解培訓(xùn)需求;然后根據(jù)培訓(xùn)需求選擇最佳干預(yù)措施進(jìn)行銷售人員培訓(xùn)體系改進(jìn),把培訓(xùn)體系改進(jìn)當(dāng)作一個(gè)項(xiàng)目去執(zhí)行明確了各方的職責(zé)和時(shí)間以便于控制進(jìn)展速度;新體系與原培訓(xùn)體系相比更注重以需求出發(fā)增加合作部門伙伴意識(shí)提高銷售部門的參與度,對(duì)培訓(xùn)課程、培訓(xùn)方式以及培訓(xùn)師資等方面提出改進(jìn)措施,通過學(xué)員滿意度調(diào)查統(tǒng)計(jì)得出銷售人員培訓(xùn)后與原培訓(xùn)體系相比能夠更好掌握知識(shí)、技能并在實(shí)際工作中運(yùn)用從而達(dá)到公司業(yè)績。最后筆者基于華東分公司實(shí)際情況提出四大保障措施來為新的培訓(xùn)體系保駕護(hù)航。本文嘗試將績效技術(shù)運(yùn)用于培訓(xùn)體系改進(jìn)領(lǐng)域,希望對(duì)國內(nèi)外資制藥行業(yè)起到一定的借鑒和示范作用。
[Abstract]:In recent years, although the pharmaceutical industry in China has developed rapidly, the situation is getting more and more serious. The reasons for this are, for one thing, for the foreign pharmaceutical industry to invite tenders and for the other for second bargaining. The homogeneity of imported products has prevented foreign pharmaceutical enterprises from gaining market share continuously. In order to break through this dilemma, it is most important for pharmaceutical companies to cultivate high-quality sales personnel. Salespeople should not only sell products, but also clearly convey the unique information to customers and the value they bring to patients and the clinic. In order to enhance the core competitiveness of its products. At present, the recruitment cost of sales staff of East China Branch of B Pharmaceutical Company is extremely high, customer visiting ability is poor and liquidity is quite high. However, the current training system of East China Branch of B Pharmaceutical Company is lack of system, there is no research on training demand, the single course content can not cover sales personnel, district manager, regional manager, lack of follow-up and feedback after training. Therefore, it is urgent for East China Branch of B Pharmaceutical Enterprise to set up a set of perfect training system for sales personnel in order to meet the demand for talents in the strategic development of East China Branch of B Pharmaceutical Enterprise. On the basis of summarizing relevant documents, this paper analyzes the present situation of sales personnel training system in East China Branch of B Pharmaceutical Enterprise. The performance technical model and various research methods are used to improve the training system of sales personnel in East China Branch of B Pharmaceutical Enterprise. First of all, based on the talent Jiugong chart combined with the model of sales personnel ability to conduct questionnaire research and interviews to understand the training needs; then according to the training needs to select the best intervention measures to improve the sales personnel training system, The improvement of the training system as a project has defined the responsibilities and time of the parties to control the speed of progress; the new system has focused more on the need to increase the awareness of partnership and increase the participation of the sales department, compared with the original training system. The improvement measures of training courses, training methods and training teachers are put forward. Through the statistics of student satisfaction survey, it is concluded that after training the salespeople can better grasp the knowledge compared with the original training system. The skills are used in the actual work to achieve the company's performance. Finally, based on the actual situation of East China Branch, the author puts forward four safeguards to protect the new training system. This paper attempts to apply performance technology to the field of training system improvement, hoping to play a certain reference and demonstration role for domestic and foreign pharmaceutical industry.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.72;F272.92

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