Research On The Regional Marketing Managers Training Project Of Bestune Sales Company

As a pillar industry of the national economy,the automobile industry is an industry reflecting the level of a country’s manufacturing industry.The upstream and downstream supply chain of the automobile industry is long,and the well-developed automobile enterprises can vigorously promote employment.As necessary consumer goods for each family,automobile has also greatly stimulated national consumption.Since 2009,the country has continuously issued favorable policies related to the automobile industry to encourage the development of the automobile industry.At present,the sales volume of China’s automobile market is the first in the world,but the growth rate has slowed down significantly in recent years.In 2018,for the first time in the past 28 years,there was negative growth.In 2020,due to the epidemic situation,the automobile market will further shrink.In the case of the whole market weakness,the technology development ability of independent brand manufacturers in China’s automobile market is not strong,and there is still a "neck" phenomenon.The industrial structure is unreasonable,and the development speed of new energy vehicles is slow.The marketing mode and channel management mode need to be innovated and other problems are gradually highlighted.With the reshuffle of the automobile industry,the demand for talents of enterprises is gradually increasing,and the number of personnel is increasing.How to attract and train employees has become an important problem to be solved.BESTUNE sales company is a state-owned automobile marketing enterprise,which is a branch of BESTUNE car company.It is mainly responsible for the marketing of BESTUNE brand.Once,the sales volume of BESTUNE brand was in the first camp among independent brands.However,due to the slow update of product technology and the failure of marketing strategy to meet expectations,the sales volume of BESTUNE brand is gradually declining.At present,BESTUNE brand is on the edge of being eliminated by the market,and the proportion of the market is about 0.5%.With the decline of enterprises,the mobility of personnel increases.In order to recover the brand of BESTUNE,the FAW group where BESTUNE car company is located decided to increase the support of investment and other resources.The first step to revitalize the brand is to absorb talents and establish a effective staff team.In the staff team of BESTUNE sales company,regional marketing management personnel are the most important positions.Nearly 1 / 3 of the regional marketing management staffs are new recruits in recent three years,generally with younger age and less work experience.How to quickly improve their ability is the problem to be solved in this paper.This paper takes the training of regional marketing management personnel of BESTUNE sales company as the research object,and analyzes and studies how to carry out the training of regional marketing management personnel with high quality and efficiency.This paper analyzes the background of BESTUNE sales company.It describes the environment of BESTUNE sales company and introduces the importance of regional marketing managers for BESTUNE sales company firstly.After analyzing the current situation of regional marketing management personnel training,combined with the relevant theories of human resource training in the learning process,this paper summarizes the problems and causes of the current regional marketing management personnel training.Secondly based on the strategic needs,job needs and personal development needs,build the competency model of regional marketing managers.The use of interviews and questionnaire survey are carried out for training needs research.Through quantitative and qualitative analysis,get the clear training needs of regional marketing managers.Combined with the competency model and personnel capacity,the current situation of the design cause the accurate and targeted training curriculum system,including: training of general knowledge,training of common ability,training of professional ability,training of leadership training.At the same time based on the curriculum system for training planning and implementation,the construction of BESTUNE sales company build regional marketing management training evaluation system.Finally,in order to ensure that the whole training program can achieve the best expected results,specific safeguard measures are provided from three aspects of culture,organization and system.At the end of this paper,the training system of regional marketing management personnel of BESTUNE sales company is reconstructed to adapt to the development strategy of BESTUNE brand.Through the training and empowerment of regional marketing management personnel,the brand terminal marketing ability is improved and the sales volume is improved.The research and practice in this paper have certain operability and popularization in automobile marketing enterprises.