Research On Sales Management Training System Optimization Of FAW-VW Dealer

Dealers are the key link between automobile manufacturers and the consumers.Their operation ability and service quality play a decisive role in brand image and operation performance.In the early stage of rapid industry development,all brands can share the dividend,which inevitably ignores the improvement of personnel ability.However,since 2015,the development of automobile industry has entered a new period,with intensified competition among brands,continuous upgrading of customer demand,stricter industry regulations,and huge impact of new energy and Internet.As a leading enterprise,FAW-VW brand strategy is positive upgrading.Training is an important measure of channel capacity-building.The dealer sales management training has been carried out for many years,and gradually formed its own training system.At the same time,there are some inherent problems and the response to the new market situation.This paper hopes to optimize the current training system,so that it can systematically,comprehensively and steadily improve the business quality and management ability of dealers,and provide support for partners.Through reading a number of theoretical literature and research reports,this paper investigates the actual training business development of FAW-VW brand sales management,combs its current training system architecture,and analyzes its existing problems.Combined with the interview of employees,industry trend analysis and human resource training theory,and collected the relevant information of other brands in the industry,the optimization scheme was proposed from three aspects of training course system,trainer system and training management system,and the training quality evaluation method adapted to the current situation was built.Among them,the training course system emphasizes dynamic management,the trainer system tends to build a flexible and practical teaching staff,and the training management puts forward more service and economic training management measures.And through the training effect evaluation method based on the four-level evaluation method,the training system can be continuously updated.Finally,the practical and systematic support requirements for the construction of the training system are put forward.The establishment of training system is a dynamic process,which needs to be based on the combination of industry situation and enterprise strategy.Through the above optimization,we strive to make the upgraded training system more consistent with FAW Volkswagen 2025 strategy,adapt to the challenges now and in the future,and also provide reference for manufacturers in the marketing field to build dealer training system.