HW公司营销类员工培训体系优化研究
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2021年 12月 31日
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HW公司营销类员工培训体系优化研究
摘要
人才会不断促进企业的发展与进步，提高人才培养水平已逐渐成为企业一项不可忽
视的任务，员工培训体系的建立和完善也直接关系到企业未来的发展前景。
HW公司旗下有一全国连锁性的茶饮类加盟品牌，主要以生产、研发、销售新鲜冰淇
淋、茶饮、咖啡为主。迄今为止，已在全国开设百家直营店，加盟店超过5000家。但近
年来，市场竞争日益激烈，HW公司受到各地本土化茶饮品牌的不断冲击，市场份额不断
下降，加盟数量急剧减少。公司已经迫切意识到想要在激烈的市场竞争环境里立足，其
市场开拓和市场营销业务需要被提到重要的战略地位。因此，加强对营销类员工的在职
培训，充分发掘员工的最大潜力和提升团队的凝聚力，对公司未来的发展显得尤为重要。
HW公司自成立之初，就已开始对营销类员工开展培训工作，经过这几年的发展，HW公司
的员工培训体系已初步建立，但随着公司业务进一步发展，新兴市场的不断开拓以及一
系列新饮品的问世，对HW公司市场营销方面业务的要求越来越高。现有的营销类员工培
训体系已无法适应HW公司的发展现状，急需进一步的优化研究。
以国内外有关培训的相关理论为指导，运用实际调查、深度访谈及问卷调查法等对
HW公司现行的营销类员工培训体系进行分析，发现其存在培训需求调研不足、培训方式
及内容不科学、培训实施缺乏监控和培训评估机制不健全的问题。针对这些情况，从战
略性、针对性、需求性、统筹兼顾、效益最优和注重激励原则出发，重新设计了适合HW
公司的培训优化思路，从最初的培训需求分析到培训计划优化、培训过程优化，再到培
训效果评估的优化，创新性的在多个方面提出了具体的措施。最后为了HW公司能持续稳
步地开展培训工作，从文化保障、制度保障和资金保障三个方面制定了相关的保障措施。
至此，设计出一个与HW公司发展目标、市场营销战略、行业特点和员工需求相符合的培
训方案，对培训体系的进一步优化提出意见，以帮助公司培养一批素质高、工作能力突
出的营销类人才，为该公司下一步专业化的发展提供有力支撑。与此同时，希望该培训
体系能够为其他相似公司的营销类员工培训工作有一定的参考意义。
关键词：茶饮品牌；营销类员工培训；培训体系
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HW公司营销类员工培训体系优化研究
ABSTRACT
Talent will continuously promote the development and advance of the enterprise, and
improve the level of talents has gradually become an unloadable task, and the establishment
and improvement of the staff training system is also directly related to enterprise's perspective.
HW has a national chain tea cream to join brand, mainly in production, research and
development, and sell fresh ice cream, tea, coffee. As of now, hundreds of direct-sale stores
and more than 5,000 franchise stores have been opened in the country. However, for the past
few years, the market is becoming increasingly competitive, and HW has been continuously
impacted by localized tea brands, and the market share has declined, and the number of joins
has dropped sharply. The company has been an urgent awareness to be based in a fierce
market competition environment, and its market development and marketing business need to
be mentioned important strategic status. Therefore, strengthening the training of marketing
employees, fully tapping the most potential of employees and enhancing the team's
cohesiveness, is especially important for the company's future development. HW has begun
training for marketing employees since its establishment. After years of development, HW's
employee training system has been initially established, but as the company's business is
further developed, the continuous development of emerging markets and one the advent of
new drinks, the requirements for HW marketing business have become higher and higher. The
existing marketing employee training system is not suitable for present development state of
HW, which urgently needs further optimization research.
Guided by relevant theories of domestic and international related training, leveraging the
actual survey, in-depth interview and questionnaire method, etc. to analyze the current
marketing employee training system of HW, found that there is insufficient research on
training, training methods and content, Training is a problem that the lack of monitoring and
training assessment mechanisms is not perfect. For these conditions, from strategic, targeted,
demand, co-ordination, benefit optimal and payment of motif, and redesigned training
optimization ideas suitable for HW, from the initial training requirement analysis to training
plan and training process optimization and then to the optimization of training effectiveness
appraisal, and the innovation has put forward specific measures in many ways. Finally, HW
can continue to develop training work steadily, from cultural security, institutional guarantee,
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