I 摘要 在推进全面建成小康社会的进程中，中国房地产营销代理行业呈现迅猛发展的态势， 而作为房地产营销代理行业人员架构中重要组成部分的销售人员，已成为企业竞争的核 心力量，为企业的发展提供强有力的保障。为了培养一支战斗力强、质量优秀的销售团 队参与到激烈的市场竞争中来，最高效直接的方式是培训。企业通过加强对销售人员的 培训，可以让销售人员明确岗位职责、清晰工作任务、了解企业发展目标，掌握销售相 关知识与技能，提升销售人员的业务水平和综合素质，实现工作目标，也为企业创造更 多的利益。 本文首先概述了国内外学者关于销售人员培训研究的情况，介绍了培训、培训管理 和营销代理的基本概念及相关理论基础，包括成人学习理论、柯氏四级评估理论、培训 迁移理论等。然后，在阐述钜太房地产营销代理公司营销代理情况的基础之上，通过问 卷调查的方式，了解公司销售人员的基本情况，分别从销售人员培训需求分析、培训计 划制定、培训组织实施和培训效果评估四个方面，对公司销售人员的培训现状进行分析 研究。根据问卷的调查结果，查找公司销售人员在培训中存在的问题。最后，有针对性 地对公司销售人员培训中存在的具体问题，提出了相应的解决对策。从销售人员个人能 力需求、任务需求和组织战略发展需求方面，做好销售人员培训需求分析；从培训计划 的设计、培训方式的甄选方面，科学制定培训计划；从培训课程的设计、时间的安排、 讲师的选择和多元化培训模式方面，规范销售人员培训的组织实施过程；从效果评估的 反应层、学习层、行为层和结果层方面，来评估培训的效果。本文的研究对房地产营销 代理公司科学、高效地开展销售人员的培训工作，提高企业综合实力和核心竞争力具有 一定的借鉴意义。 关键词: 营销代理；培训管理；培训需求；培训效果 Abstract II Abstract In the process of building a well-off society in an all-round way, China's real estate marketing agent industry has shown a rapid development trend. As an important part of the personnel structure of the real estate marketing agent industry, the salesperson has become the core force of enterprise competition and provides a strong guarantee for the development of enterprises. In order to train a sales team with strong fighting ability and excellent quality to participate in the fierce market competition, the most efficient and direct way is training. By strengthening the training of the sales personnel, the enterprise can make the sales personnel clear about their job responsibilities, work tasks, understand the development goals of the enterprise, master the sales related knowledge and skills, improve the business level and comprehensive quality of the sales personnel, achieve the work goals, and create more benefits for the development of the enterprise. This paper first summarizes the domestic and foreign scholars' research on the training of sales personnel, introduces the basic concepts and related theoretical basis of training, training management and marketing agent, including adult learning theory, four-level assessment theory, training transfer theory, etc. Then, on the basis of describing the marketing agency situation of Jutai real estate marketing agency company, through the way of questionnaire survey, to understand the basic situation of the company's sales personnel, respectively, from the four aspects of sales personnel training needs analysis, training plan formulation, training organization and implementation and training effect evaluation, to analyze the current situation of the company's sales personnel training. According to the results of the questionnaire, find out the problems existing in the training of the company's sales personnel. Finally, the paper puts forward the corresponding solutions to the specific problems existing in the company's sales personnel training. From the aspects of personal ability demand, task demand and organization strategy development demand of sales personnel, the training demand analysis of sales personnel should be done well; from the aspects of training plan design and training mode selection, the training plan should be scientifically formulated; from the aspects of training course design, time arrangement, lecturer selection and diversified training mode, the organization and implementation process of sales personnel training should be standardized; The effect of training is evaluated from the aspects of reaction layer, learning layer, behavior layer and result layer. The research of this paper can be used for reference for Abstract III real estate marketing agency companies to carry out scientific and efficient training of sales personnel and improve the comprehensive strength and core competitiveness of enterprises. Key words: marketing agent; training management; training demand; training effect 目录 IV 目录 第1章 绪论 .............................................................. 1 1.1 研究背景及意义 ...................................................................................................................... 1 1.1.1 研究背景 ................................................... 1 1.1.2 研究意义 ................................................... 1 1.2 国内外相关研究现状 ............................................................................................................ 2 1.2.1 国外研究现状 ............................................... 2 1.2.2 国内研究现状 ............................................... 5 1.2.3 文献述评 .................................................. 11 1.3 研究的内容与方法 .............................................................................................................. 11 1.3.1 研究内容 .................................................. 11 1.3.2 研究方法 .................................................. 12 第2章 相关理论综述 ..................................................... 13 2.1 相关概念界定 ....................................................................................................................... 13 2.1.1 培训 ...................................................... 13 2.1.2 培训管理 .................................................. 13 2.1.3 营销代理 .................................................. 13 2.2 相关理论 ................................................................................................................................ 13 2.2.1 培训需求分析理论 .......................................... 13 2.2.2 成人学习理论 .............................................. 14 2.2.3 培训迁移理论 .............................................. 14 2.2.4 柯氏四级评估理论 .......................................... 15 第3章 钜太公司概况 ..................................................... 16 3.1 钜太公司基本情况 .............................................................................................................. 16 3.2 钜太公司销售人员情况..................................................................................................... 16 3.3 钜太公司发展规划 .............................................................................................................. 18 第4章 钜太公司销售人员培训现状及问题分析 ............................... 19 4.1 销售人员培训现状 .............................................................................................................. 19 4.2 问卷调查 ................................................................................................................................ 19 4.2.1 问卷的设计依据 ............................................ 19 4.2.2 样本的选取及问卷设计 ...................................... 20 4.2.3 问卷的效度和信度分析 ...................................... 23 目录 V 4.2.4 问卷数据的整理和分析 ...................................... 23 4.3 方差分析 ................................................................................................................................ 28 4.3.1 年龄差异性 ................................................ 28 4.3.2 学历差异性 ................................................ 29 4.3.3 职位差异性 ................................................ 30 4.4 量表均值分析 ....................................................................................................................... 31 4.5 销售人员培训存在的问题 .........................