摘要
随着服装行业的多元化发展，消费者对服装企业的要求也越来越高，如
何通过门店销售人员搭建企业与消费者之间的桥梁，使服装企业在高度竞争的
市场上立足,是企业家关心的重要问题。为此必须持续对服装零售企业的员工
进行培训，使其成为企业的核心竞争力。从这个角度来看，如何建立和健全一
套完整的服装零售企业的员工培训体系就成为重要的理论和实务问题。
本文在借鉴成熟培训理论的基础上，以 BESTSELLER 服装公司的终端销售
员工培训管理体系为研究对象,对该企业的培训现状和问题进行深入分析，结
合企业战略发展目标提出合理的培训体系解决方案，并制作了大量的实操工具
表格使企业培训管理体系流程化、标准化。在本文的培训体系架构中，首先要
建立全面覆盖的培训师团队，以满足终端培训在量上的需求；其次，结合服装
产品和不同员工的技能层次对培训内容设计进行确认；再次，选择最合适的培
训实施方法来执行，提升培训落地性,通过培训项目植入的方法提升培训效果
转化率；最后进行培训效果评估以及培训保障方案的提出，与员工职业发展相
结合。通过理论和实践相结合，总结出一套有效的具有行业针对性的培训管理
方案，满足企业的良性竞争与发展的需要。
关键词：培训体系；服装零售；终端培训
ABSTRACT
Training is one of the most important projects. Under that circumstance, now
more and more corporation pays more attention into the corporation training especially
in the retail industry. The enterprise competition is the talent competition, employee
training has become the responsibility of the enterprise especially in the retail.
Base on the modern theory, this paper focuses on training. In the retail industry,
terminal sales are the retail corporation of the most important part in the whole system.
In that case, an exclusive training system is needed. This paper pays a lot attention into
the terminal sales, consider about the need of the sales and then make an effective
training course. The methods of finding the best way of training and evaluation is the
major target.
KEYWORDS: Training system; Clothing retail; Terminal training