Research On Marketing Personnel Training Issues Of China Telecom Y Branch

Under the "new normal" background of macroeconomic turning from the high-speed development into the medium-high speed development,Y Branch of China Telecom has entered the process of transition,structural adjustment and policy adaptation.Along with rapid implement of two major telecom operators called Yidong and Liantong,the whole market competition is intensifying,which brings enormous challenges.As the core of the company’s business development department,Marketing Department is responsible for the business development,product promotion,and market expansion.In the hi-tech era,marketing personnel who are in direct and close contact with customers are needed to make customers have much more clear understanding of the telecommunications quality,access technology advantage,4G network coverage and high quality customer service.Although in recent years,the number of employees of the Marketing Department is increased,but many employees are lack of the acuity in marketing policy,marketing skills and service levels.Moreover,each marketing personnel has very heavy evaluation index.As a result,a part of the employees can’t see the future and can’t satisfy the personal career development plan.The company faces dual pressure of the marketing and human resources management.Therefore,the company shall improve marketing personnel’s comprehensive quality and professional ability through scientific,comprehensive and systematic training in order to create sustainable competitive advantage and improve the development efficiency.Besides the general training at macro level organized by human resources department,Marketing Department also organized some business skills training,however,mostly for temporary and occasional policy promotion and activity introduction,so its form and content is relatively monotonous.Sometimes because of time shortage and heavy task,the training may be replaced by distributing brochures or sending emails to recommend marketing policy.The employees need to assimilate by themselves,which caused a lot of negligence of business work and the loss of marketing opportunities.Training work is lack of strategic guidance,scientificity,planning,pertinence,systematic,and institutional guarantee.Blind "duck-stuffing" type of teaching can’t achieve due effects and also causes the waste of manpower,material and financial resources.Through the analysis and research of the basic situation and training status of marketing personnel of Y Branch of China Telecom,questionnaires having a thorough understanding of the marketing personnel’s satisfaction and demand are also handed out.According to the data statistics and analysis,the existing main problems and reasons of the training work of Y branch of China telecom marketing personnel,such as lack of tactical consciousness,the instruction of characteristics of post competency,thorough training process,corresponding system support,etc.In view of the present training situation and deficiency,under the guidance of the company development and human resources strategy,the marketing personnel post competency model can be constructed through interviewing method.Under the guidance of competent characteristic elements,the training improvement suggestions are put forward and the safeguard measures are further improved from four aspects------demand analysis,planning,organization and implementation,effect evaluation,in order to satisfy the market marketing personnel career development planning,to provide the enterprise development with the human capital and safeguard,and to realize the win-win situation of both employees and enterprise.