| Product power and sales power are the core competitiveness of Fa W-Volkswagen brand based on the market.In recent years,a large number of automobile brands have emerged,and automobile products emerge in an endless stream.The automobile market has changed from incremental market to stock market,market competition is intensifying,customer demand is constantly upgraded,emission regulations are increasingly strict,and the market penetration rate of new energy is close to 30%.Faw-volkswagen,as the leading automobile manufacturer in China,needs continuous iteration of its business strategy with the change of market competition pattern.Dealer training is an important means of channel personnel training.Faw-volkswagen brand new product dealer training has been carried out for many years,forming a complete training system.However,with the increasingly heated automobile sales situation,the existing training system gradually presents many inadaptability,such as the training organization is not efficient and intensive enough,not humanized enough.The training course design is not strong actual combat,the structure of the teaching staff is not balanced,the training evaluation is not in-depth.In order to improve the sales knowledge and skills of front-line sales staff more efficiently and accurately,this paper analyzes the current situation of new product launch training system,and designs a questionnaire,through the questionnaire and interview of the sales staff and the sales management of the distributors,the training needs of the sales staff and the existing problems of the training system are analyzed.Combining the research results of literature and the classical theory,from the training curriculum system,training management system,training teacher system and training evaluation system and other dimensions,propose solutions to the optimization of the current new product launch training system,specifically,training organizations should pay attention to high efficiency,training content should highlight differences,training forms should be diversified,training experience should be increased in depth and breadth,training evaluation should focus on behavior change,teachers should be balanced in regional allocation,and so on,to establish a scientific and complete new product launch training system.We aim to provide efficient,timely and practical training resources for dealers under the protection of the optimized training system,and keep the market leading position and brand satisfaction of faw-vw. |
