Improvement Research Of Training Scheme For Bluemoon Proprietary Channel Salespersons

With the speedy development of China,consumers have the opportunities to make abundant choices freely for laundry products due to various product options,multiple sales channels,it can be seen that the domestic detergent industry is facing great competition.As the leading company in China's detergent industry-Blue Moon(China)Co.,Ltd.,in order to beat its competitors,established its proprietary channel in Dec,2018,mainly to bring more straightforward and plentiful laundry services to customers as well as create stronger service stickiness.Compared to existing physical store and e-store channel,the most distinguishing differentiation is the wider scope of business,which not only provides detergent sales,but also provides mid-to-high end services of laundry and relevant issue inquiries.At the same time,the proprietary channel is gradually reducing the dependence of physical store and e-store channel,which reveals strategic meaning of corporation development via its proprietary channel.There is no doubt that the development of proprietary channel depends on a large number of talents with high qualification,of which the salespersons of proprietary are related to end consumers most closely.Therefore,a high priority should be given to the way how to improve the overall quality of proprietary salespersons via training scheme in the development of Bluemoon proprietary channel.Bluemoon training scheme has formed into embryo.To improve training quality and achieve training goal,the thesis reveals the issues of needs assessment,training target,training programs,training instructors,training form and valuation approach via methods of literature research,semi-structured interview getting deeply into training solution by researching current training program for Bluemoon proprietary channel salespersons.The main reasons are not using scientific methods to output marketing personnel training needs,not combining the channel characteristics to develop targeted training plans,lacking of standardized implementation process,lacking of scientific evaluation of training effectiveness.Therefore,this thesis puts forward 4 levels of improvement strategies by scientific training demand analysis results output,training plans with channel characteristics development,standardized training organization and implementation process establishment and training evaluation based on training target.Last but not least,to assure the implementation of improved training scheme strategy for proprietary channel salespersons,this thesis proposes supporting measures regarding to organization,policy and resources.This thesis is guided by the classical training theories at home and abroad,and combines the development demand of Bluemoon proprietary channel and marketing personnel training target to put forward training scheme improvement strategy for proprietary channel salespersons with varies in each individual,adjusting measures to local conditions.This research result has its scientific and feasibility basis to facilitate Bluemoon proprietary channel salespersons training quality so as to provide talent guarantee for company channel development.