Chinese Car Brand 4s Dealer Sales Training Model Study

Chinese Auto Industry has developed dramatically for 50 years since it was born, then stepping into the stage of multi-brands from the single one. The quality of product and manufacture is increasing due to emerging of the foreign brand that brings the advanced technology as well as new concept of management, while it needs effective training to support, and the training module is one of the most important facts that leading to the success. At present we are in the period of knowledge economy, learning faster than others is the core competence in the company, but Auto training in China legs behind and it began since 1999 that the Shanghai GM(General Motors) was established. The training model is transferred into China from North America. It started with the traditional one, the class-training model. With the faster development of internet technology, E-training will play a great role in Sales Training. It is very urgent to seek a brand-new training model to increase the ability to operation in company to compete others.This thesis is combined with the E-learning which is popular nowadays, Complex four-level training, based on the traditional theories, like Kirkpatric Training Program. All the material relating to the thesis is obtained by reading books, relevant thesis, journals, reports and references both domestic and oversea. In order to get the fist hand information about the company operation, a lot of research has been conducted in an Automobile manufacturer, analyzing the way for distributors to set sales positions and training courses. Well-designed questionnaires are taken to collect data, using SPSS software to analyze the factors related and concluding the attributes which influence the training mode. Taking the advanced methods and philosophies taken and the practice of the companies both home and abroad, a new training mode has been chosen that has combined the traditional training mode with E-training, which is called integrated training.The quantitative analysis of three elements (structure, job and staff) conducted in the thesis is innovative, but much work needs to be done due to the constraint of time and manpower during the research.